Innovative Techniques in Store Atmospherics by Retailers for Favourable Customer Perception
The most unconventional techniques in marketing is “Guerrilla marketing” it is a most impacted concept which is growing in the marketing techniques which is used in the industry.An extraordinary and trending modern technique in marketing the product and promoting that makes use of unconventional or unusual means of promoting the product to the market. Making use of various marketing techniques to entice more customers and to attract and convince them to buy among the various range of products offered by the retail stores. As the guerrilla concept is defined from a very old and unconventional technique which were used by the militants in the wars to maximum utilization of their workforce. In retail stores, there are many techniques used to create an atmosphere for purchases as in when the customers walk into the store. As the story is based on designing, the point of sale, convenience, visual appearance, an appeal that impacts the customers towards the purchase and decision making. There are various design used in store like Three store layout design, lighting, visual communication boards, display fixtures, idea-oriented techniques, presentation based on styles, colors, pricing presentation and pricing segmentation's, spacing techniques, techniques used for locating the merchandise, prioritizing the categories based on the needs and availability and use of these techniques to handle a diversified range of products in the store. And making use of these techniques the retailers have an impact on customers buying and decisions making as well as on their perceiving behavior. Exploratory research is undertaken in this study to undertaken and to bring to a conclusion about the relationship between innovative ideas and consumer perception.
Published by: Murali Krishna, Dr. Guru Basava Aradhya, Dr. Subhashree Kar
Author: Murali Krishna
Paper ID: V3I1-1382
Paper Status: published
Published: February 21, 2017
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