Visual Merchandising and Purchasing Behavior for High Involvement Products: A Study of Electronics Outlets

International Journal of Logistics & Supply Chain Management Perspectives, Vol. 4, No. 2, pp. 1634-1654, April - June, 2015, ISSN: 2319-9032 (Print), ISSN: 2319-9040 (Online)

12 Pages Posted: 18 Aug 2015

See all articles by Dr. Neha Mehta

Dr. Neha Mehta

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: June 2015

Abstract

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of their products. Hence, competition in this category is increasing rapidly. This product category is such that other than technological differentiation there can be little means to differentiate them from competitors. In addition, customers think many factors before purchasing these products like price, brand, etc.

This study was undertaken to find out whether visual product display and other display criteria affect the purchase behavior of customers of electronic product category, as it is a high involvement products (HIP). The dimensions of visual display that were taken for study of this topic were window display, store front, merchandise presentation, store layout and organization, shelf display, floor merchandise, wall mount display, experience, signages/graphics and store environment and it is found that window display and store front have impact on purchase behavior of consumers.

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Keywords: Visual Merchandising, Window Display, Store Front, Merchandise Display, Store Layout, Shelf Display, Floor Merchandise, Wall Mount Display, Experience, Signages / Graphics, Store Environment etc

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation

Mehta, Neha and Chugan, Pawan Kumar, Visual Merchandising and Purchasing Behavior for High Involvement Products: A Study of Electronics Outlets (June 2015). International Journal of Logistics & Supply Chain Management Perspectives, Vol. 4, No. 2, pp. 1634-1654, April - June, 2015, ISSN: 2319-9032 (Print), ISSN: 2319-9040 (Online), Available at SSRN: https://ssrn.com/abstract=2645518

Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

Sarkhej Gandhinagar Highway
Ahmedabad, GUJARAT 382481
India

HOME PAGE: http://pawanchugan.wordpress.com

AIIM - Ahmedabad ( email )

Adani Shantigram, Vaishno Devi Circle
S.G. Highway
Ahmedabad, Gujarat 382421
India

HOME PAGE: http://pawanchugan.wordpress.com/

SPM - PDPU ( email )

Raisan
Gandhinagar, Gujarat 382007
India

HOME PAGE: http://pawanchugan.wordpress.com/

No contact information is available for Neha Mehta

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