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

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