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Abstract

The aim of this article is to explore consumers or customers' effective response to visual stimulus in stores by considering the aesthetic, symbolic and cultural perceptions of function-oriented productintimate toys. It also shows that how important is the visual merchandising in toys as like other categories. A different perspective on visual merchandising is offered through the different types of intimate retailers. The literature to date tends to focus on the interaction between individual visual merchandising elements with customers or consumers. There are many researches related to knowing the customers behavior in visual merchandising in other categories of product such as apparel, food items. There is no information about the visual merchandising in toys category.

This research is mainly focused on importance of visual merchandising in toys and how it will affect the customers' or consumers' behavior. This information can be used by the retailers during their store design. There may be different result and patterns in consumers' behavior according to the region, so this research is mainly focused on the Indian customers or consumers' behavior. The output of this research will be the importance of the visual merchandising in toys store and the things that a toys retailer should focus during a store design.

Keywords: Visual merchandising, Customer/Consumer behavior. Cross merchandising, Micro Merchandising,

Introduction

The visual merchandising is one of the main parts of retail stores. The store that does not have a proper visual merchandising will affect their business. It will help to guide the customer in store with proper signage. With the proper visual merchandising will make the customer to stay for a longer period in the store to make them to purchase something from the store. It plays an important role in a retail store. These results are related to the categories such as apparels, food products and other products but not toys. In India the toy market is 80 billion rupee market and it is growing 20-30% per year. Even though the toys retailers have to consult the consulting company which provides the information about how to implement good visual merchandising in their store but the cost for consulting is also high that most of the small retailer will not go for consulting.

This research is based on the...

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