Prior (2011), in his paper used Mr. Pretzels as a
product to carry on his research in the UK snack market. He conducted his research in three steps by
collecting primary and secondary data in the form of interviews,
questionnaires, by referring research papers, etc. and concluded that consumers
react differently to the product, based on the various merchandising techniques
used by the retailers.
Hefer and Cant (2013) wrote that the buying
decision of the consumers i.e. the end users largely depends on the way the
apparels are displayed at any place. In order to reach to this inference, they
conducted only primary exploratory research by using methodology of focus groups.
Hussain (2013) carried out his experimental research
at a store of big bazar in Hyderabad where his objective was to find out the
impact that display of variety of food products has on the buying decision of
the end users. From his paper we found that the signage used in the store which
indicates the quantitative figures like price of the product, discounts, offers
(for ex. buy 1 get 1 free) and the display of products in such a way that
customers can sense the product by touching it; plays a major role in the
purchase of those products.
Krishnakumar (2014) in his paper conveys that as
the retail business is growing the focus of the consumers is shifting from
actual product to the store and the ambiance of the store. We learnt that, in
this technological & rapidly growing world, the purchaser definitely gets
more attracted to the product by the secondary factors like the way in which
the product is displayed, store ambiance, etc, rather than only by the quality
of the product.
Saini, Gupta and Khurana (2015) used extensive
literature survey in order to carry out their research not only in the physical
market but also in the virtual market i.e. e market and from this paper we
studied that with the proper combination of presentation styles, lighting, colours
etc number of customers can be attracted to the products and this may tempt
them to buy the products also.
Wanniachchi and Kumara (2016)
research in order to study and identify the important visual merchandising elements
used by clothing retailers in order to influence the buying decisions of the
customers. From this paper we have learnt that there are two elements external (for
ex. Window displays, marquees, signs and symbols, etc.) as well as internal (colours,
music, space, layouts, lightings, etc.) which plays major role in influencing
people to buy a certain garment form the store.
Prasad and Vetrivel (2016) in their study concluded
that the external and internal elements contribute to the creation of the store
image in the minds of the customers which indirectly effects the purchasing
decision of the buyer.
Khan and Kumar (2016) in their paper does the comparison
of organised and unorganised retailers under the visual merchandising of
products. From this paper we came to know that the organised stores like
shoppers stop, big bazar, etc draws more attention of the people as compared to
the retailers who shows the products in the form of heap.