Journal of Marketing and Sales Management

Authors: Dr. K. Sankar Ganesh, Shifani R, Sooraj S Sundaram

Abstract: It is highly apparent that certain FMCG products are highly influenced by the Visual Merchandising techniques adopted by the retailer. This research attempts to analyze the influence of Visual Merchandising on consumer purchase decisions with reference to Cadbury products. Hereby it is intended to analyze the effectiveness of visual merchandising on consumer buying behavior on Cadbury products. The below content explains the methodology of how this research is conducted. This study focuses to analyze the attractiveness level and the merchandising factors influencing the consumers to buy chocolates. This study is descriptive in nature, data were collected from 142 respondents belonging to Ernakulam, Kerala. A structured questionnaire with a Likert five-point measurement scale was used to collect the primary data. The findings of the study help to understand the effectiveness of visual merchandising on consumer buying behavior on Cadbury products.