the impact of visual merchandising and brand name (1)

8/10/2019 The Impact of Visual Merchandising and Brand Name (1)

1/17

Hammad Channa (1435106)

Muhammad Haseeb Khan (1435233)

Waqas Shams (1435243)

TO STUDY THE IMPACT OF

VISUAL MERCHANDISING AND

BRAND NAME ON CONSUMERIMPULSIVE BUYING BEHAVIOR


2/17

Introduction

In Pakistan, apparel market is growing day by day, as mentioned, andpeople are now very much conscious about how to dress. Also,people turning out to be more brand responsive. These leads apparelmarkets towards excessive competition. Foreign brands are also

trying to penetrate in this potential market

Many researches are done before on linking impulsive buyingbehavior with visual merchandising. We are adding one more

variable which effects impulsive buying i.e. Store brand name. Thepurpose of this paper is to study the combine effect of visualmerchandising and store brand name on consumer impulsivebuying behavior


3/17

KEY FACTORS:

Visual Merchandising: The use and manipulation of attractivesales displays and retail floor plans to engage customers and boostsales activity. In visual merchandising, the products being sold aretypically displayed in such a way as to attract consumers from the

intended market by drawing attention to the product's best featuresand benefits

.


4/17

Impulse Buying Behavior:

An impulse purchase or impulse buying is an unplanned

decision to buy a product orservice, made just before a purchase.

Store Brand name: Store brands are a line of productsstrategically branded by a retailer within a single brand identity.


5/17

Sales promotion:Sales promotions are the set of

marketing activities undertaken to boostsales of the product or service.

Store ambiance:Retail-store factors such asdisplay design and fixtures, flooring,smell, sound level, store lightingand temperature, wall coverings,and other elements of store'sambience, which can be studiedand controlled by a retailer toinfluence the consumer's buying

mood


6/17

Reasons For Research :

What is the effect of visual merchandisingon consumer impulsive buying behavior?

What is the influence ofbrand name on consumer

impulse buying behavior?


7/17

Research Objectives:

To find the impact of display of clothes on consumerimpulse buying.

To investigate the role of sales promotion on consumerimpulse buying.

To study the relation between the store ambiance and

consumer impulse buying.

To study the impact of brand name on consumer impulsebuying


8/17

Research Methodology :

Research design :Quantitative

Research Approach: Our approach towards our research paper is inductiveand the reason for choosing this approach is that weare using an existing model that was already given in

the literature review we have deducted some variablesand added some new variable into the model.


9/17

Instrumentselection:

We will use mono method to conduct thesurvey and the reason for selecting this method isthat the survey will give enough insights for ourresearch over consumer buying behavior.

Research procedure

A survey method is used to collect the data.

The survey will be conducted in different Textileuniversities and malls in Karachi.


10/17

Sampling Population:

The population of the study is 100. The selectedpopulation is youngsters and will aging from 18 to 25, andthe will all be students studying at different privateuniversities & shopping malls of Karachi.

Sampling Methods:

Through convenient sampling method we have selected100 respondents for our research.


11/17

Questionnaire:

The questionnaire will be designed based on our researchquestion and objective

Will be in three parts / close ended

Information about respondent

What force drove them to impulse buying

Consumer expectation from brands


12/17

Plan of Analysis/ Statistical tools:

As our outcomes would be quantitative we would usefollowing statistical tools:

Z-test

Mean Median Mode


13/17

Limitations:

The possible limitations could be as under:

The data would be collected from Karachi hence thesample size would be geographically limited, so the datafrom other cities might produce different results.

The qualitative research for this may differ in outcome. Participants were limited to students enrolling in the

College and university. Students shopping traits anddependability on visual merchandising may vary as we goto the other parts of the country due to some culturaldifferences.


14/17

Scope :

As the population of Karachi is so large we have selectedYOUTH which is a greater proportion of entire population.From youth we have limited ourselves to the age group of18-30. We have selected this range because mostly people of

this age group are STUDENTS. They are continuouslychanging their lifestyle and are opting for new trends. Theyare more on fashion trends and style which connects themto our study of impulsive buying behavior in apparel market


15/17

Research Schedule:

Week 1

Identification of problem & Literature Review

Week 2 Research Objective & Research Design

Week 3

Visit different textile universities to conduct the research

Week4 Visit two malls Dolmen & Ocean for conducting the research

Week 5

Processing & Analysis of Data

Week 6 Generalization & Writing Report


16/17

Budgeting

Copies of consumer survey questionnaires 1x150 @

2rs

300rs

Printing cost of final report 100 pages @ 6rs 600rs

2 Photocopies of final report 100 pages @ 2rs 400rs

Binding 3 reports @ 100rs 300rs

Travel cost / food 2000rs

Miscellaneous 10% 360rs

Total

3960rs


17/17

BIBLIOGRAPHY:Neha P. Mehta , Pawan K. Chugan (2013). The Impact of Visual Merchandising on

Impulse Buying Behavior of Consumer: A Case from Central Mall of AhmedabadIndia.

JIYEON KIM (1991). COLLEGE STUDENTS APPAREL IMPULSE BUYING

BEHAVIORS IN RELATION TO VISUAL MERCHANDISING FROM BFA,American Intercontinental University, 2000

Ridmi Gajanayake, Sashini Gajanayake, H.A.K.N.S. Surangi (2011). THE IMPACTOF SELECTED VISUAL MERCHANDISING TECHNIQUES ONPATRONAGE INTENTIONS IN SUPERMARKETS.Beatty, S. E. and Ferrell, M. E., 1998: "Impulse Buying: Modeling its Precursors,"

Journal of Retailing (74) 2, pp. 169-191

Maymand, M.M., Ahmedinejad, M. (2011). Impulse buying: the role of storeenvironmental stimulation and situational factors (An empirical investigation).

African Journal of Business Management, Vol. 5(34), pp. 13057-13065, DOI:10.5897/AJBM11.2112, ISSN 1993-8233 2011 Academic Journals.

the impact of visual merchandising and brand name (1)

Documents