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THE IMPACT OF VISUAL MERCHANDISING MANAGEMENT ON CUSTOMER ATTRACTION IN RETAIL STORES |
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| รหัสดีโอไอ | |
| Creator | Rungarun Benjamapornkul |
| Title | THE IMPACT OF VISUAL MERCHANDISING MANAGEMENT ON CUSTOMER ATTRACTION IN RETAIL STORES |
| Contributor | Sirisuhk Rakthin, Prattana Punnakitikashem |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2559 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 133-149 |
| Keyword | Visual merchandising, Store display, Customer buying decision, Brands, Marketing |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Shelf visual merchandising techniques can maximize product attractiveness, create good store atmosphere, and attract more customers accordingly. These techniques allow brand managers to differentiate their offerings from other competitors. This study aims to investigate the effective visual merchandising techniques that influence customer awareness during a buying decision making process at the point of purchase. Using an experiment method together with customer interviews, the findings indicate that the interplay among appropriate position of shelf facing, in-store promotion, and shelf decoration strongly attracts customer attentionwhen entering a store and influences customer evaluation of brands displayed on shelf. For example, left side of both eye - and touch-level shelf positions gain more attention than other level shelf positions because Thai people usually read or write from left to right. The results also reveal how different brand characteristics affect shelf setting and highlight the impact ofpromotional sign on customer attention and buying decision. In summary, this research study provides insights into how retailers or brand managers could deploy shelf visual merchandising techniques to increase customer attention and purchasing evaluation at the point of purchase. The results could be used as a part of strategic marketing planning in retailing businesses. |
