Analysing Effectiveness of LCD and POP Display on Consumer Purchases in a Retail Store

Abstract

Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, mall, in small or individual lots for direct consumption by the purchaser. Mall’s has a range of retail shops at a single outlet which they endow with products, food and entertainment under a same roof. The retail activity has caught up the speed as never before and all along this way retailers have taken keen interest in displaying their merchandise in such a manner so that the customers are lured to buy even those products/brands that they were not intending to buy. Creating an effective retail display is vital for success of any retail outlet. A display acts as a sales associate that constantly tries to sell products to its customers. Further, non effective display can led to the close down of the retail house as in case of Subhiksha. And this in- store displays originates the unique features of consumer purchase known as impulse purchase. The consumer impulse purchase has taken displays to the centre stage and as a result, the retailers continuously search for innovative ideas of displaying merchandise in order to have competitive edge over each other. The proposed research paper aims to understand the effectiveness of LCD displays and POP displays in retail malls and its impact on consumer buying behavior to what extent.

Keywords: Impulsive Buying Behavior, Retail malls, Liquid Crystal Display, Point of Purchases

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