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Consumer Behavior Analysis: - Parul Kapoor - Neetu Sharma - Shilpa Arora - Tarandeep Kochar

A survey was conducted of 25 consumers in Saket to analyze the relationship between impulse buying and visual merchandising. Most respondents agreed that they tend to go shopping to change their mood and buy more than intended when they see a good deal. While visual merchandising influences buying behavior, it is not the sole basis for purchases. The majority said eye-catching displays and promotions encourage store entry and increase sales by 15-20%. However, window displays are not the main factor in deciding which store to shop. Internal factors like mood and external promotions mainly drive impulse buying.

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31 views14 pages

Consumer Behavior Analysis: - Parul Kapoor - Neetu Sharma - Shilpa Arora - Tarandeep Kochar

A survey was conducted of 25 consumers in Saket to analyze the relationship between impulse buying and visual merchandising. Most respondents agreed that they tend to go shopping to change their mood and buy more than intended when they see a good deal. While visual merchandising influences buying behavior, it is not the sole basis for purchases. The majority said eye-catching displays and promotions encourage store entry and increase sales by 15-20%. However, window displays are not the main factor in deciding which store to shop. Internal factors like mood and external promotions mainly drive impulse buying.

Uploaded by

misshrutz
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER

BEHAVIOR ANALYSIS

-Parul Kapoor
-Neetu Sharma
-Shilpa Arora
-Tarandeep Kochar
SURVEY CONDUCTED : SAKET
Sample Size : 25
Male : 11 Female : 14

 Age
18-24 : 12
25-35 : 8
37-48 : 5
RELATIONSHIP B/W CONSUMERS
IMPULSE BUYING & VISUAL
MERCHANDISING
 Ques1- I go shopping to change my mood

12

10

0
Strongly Moderately Disagree Agree Moderately Strongly
Disagree Disagree Agree Agree
 Que-5 When I see a good deal, I tend to buy
more than that I intended to buy
16
14
12
10
8
6
4
2
0
 Que 19 – I am more likely to make an
unintended purchase if the clothing has a
sale or clearance sign
12

10

0
ANALYSIS

 Almost majority of people agree on the fact that –


they tend to go shopping just to change their mood
and end up exceeding their budget when they get a
good deal

 But when it comes to window display, only 5 out of


25 people said that they enter a store on the basis of
window display.

 So we can conclude, visual merchandising does


influence a consumer's buying behavior, but is not the
whole and sole basis of buying decisions
VISUAL MERCHANDISING - EFFECT
ON SALES AND STORE IMAGE
 Que 6 I intend to enter a store when I am
attracted by an eye-catching window display
9
8
7
6
5
4
3
2
1
0
Strongly Moderately Disagree Agree Moderately Strongly
Disagree Disagree Agree Agree
 Que 7 – I feel compelled to enter the store
when I see an interesting window display.
12

10

0
 Que 8- I tend to choose which store to shop
in depending on eye-catching window
displays.
14
12
10
8
6
4
2
0
 Que 18 When I see a special promotion sign, I
go to look at that clothing
12
10
8
6
4
2
0
ANALYSIS

 Majority people say that – they do enter a


store when they see eye-catching displays,
and promotional offers

 And when it comes upon deciding the store


for shopping- majority people said that their
decision doesn’t depend upon window
displays

 So we can conclude, Visual Merchandising


does increase the sales by 15-20 percent
INTERNAL FACTORS LEADING
TO IMPULSE BUYING PROCESS

 Gender

 Age group

 Mood of consumer

 Income level

 Need of consumer
EXTERNAL FACTORS LEADING
TO IMPULSE BUYING PURCHASE

 Promotional signage

 Word of mouth messages

 Window displays

 Environment in shopping store


PERSONALITY TRAITS OF CONSUMERS ,
WHO ENGAGE IN IMPULSE BUYING
 Gender – mostly females

 Young professionals/college

 Brand conscious

 Earning individuals

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