Page 63 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes odour is musty carpet or cigarette smoke. Finally, visual are as a result of the overall presentation
that includes the interior design, display and visual merchandising.
Following are some of the ways a store can turn off its customers:

1. Toilets/washrooms
2. Messy trial rooms
3. Loud music
4. Handwritten signs

5. Stained floor/ceiling tiles
6. Poor lighting
7. Unpleasant odour
8. Crowded aisles

9. Disorganised cash counters
10. Lack of shopping cost/baskets
Elements like lighting and colour can be controlled to ascertain customer buy more. Keeping
the store neat and clean is not only easy to do. It is generally an expensive way to attract
customers and create pleasant store atmosphere.

Self Assessment

Fill in the blanks:

17. Image mix is the ............................. picture that a retailer tries to project to the consumer.
18. To a consumer, Image mix is a persons ............................. towards a store.
19. Need to project an image, a functional and psychological image in consumer’s minds is
necessary that is acceptable to the ............................. market.
20. Image mix depends on the ............................., reputation, number of services offered, product
mix, pricing etc.

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Case Study Mall Culture and Its Place in the Indian Environment

ndians are no longer afraid to dream. Why, some farmers in Maharashtra got together
to float a company to build a special economic zone out of their farmlands. In Punjab,
Ia few aggressive farmers have dared to take on the retail might of the likes of Reliance,
and Soubhagya, with their very own retail ventures.
This in a nutshell, is the developing Indian retail story that is luring investors, domestic
and foreign, to make a pitch for a portion of the great Indian market , its growing and
ever-hungry consumers, and their apparently insatiable demand for all the good things in
life — from groceries to vegetables to fancy gadgets to fancier cars . The purchasing power
comes from the growing industry and services sectors, and a small section of the rich
agrarian buyers.
Contd...

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