Assessing the Role of Organized-In-Store Visual-Display Determinants on Consumers’ Shopping Behavioral Intentions In India

Abstract

With retail-war becoming harsh, companies desire to be rescued by using experiential approach. Consequently, visual display is gaining huge acknowledgement in the Indian retail scene. But, to our surprise, there is dearth of empirical researches in grocery visual merchandising. Retailers are always interested to have the knowledge of consumers preferences as today’s market is consumer oriented. It is at the store’s capacity to recognize the preferences of consumers’, to concede with their expectations for a grocery store. The paper reveals major visual display determinants with their relative impacts on consumers’ shopping behavioral intentions, to help the stores in deciding which dimensions are significant and required to be looked into. This study also adds to the store knowledge as which demographical cluster can be more influenced with which dimension of a store visual display. This work has been conducted through exploratory factor analysis with a varimax rotation, multiple regression analysis and cluster analysis for demographics. Few major results of the study illustrate that the display design with a focus on shelf appearance (as visual display dimensions) entices and triggers the shoppers’ outlook towards an organized grocery store. At the same time we cannot ignore the significance of color dimension in shelving the merchandise with all neatness that leads to convenience while shopping.

Keywords: Indian Retail Industry; Visual display; organized grocery; multiple regression analysis