视觉营销与对顾客的吸引力-----外文翻译.docVIP

视觉营销与对顾客的吸引力 VISUAL MERCHANDISING AND CUSTOMER APPEAL 视觉营销与对顾客的吸引力 ? K. R Pillai, Azmiya Iqbal, Habiba Umer, Aisha Maqbool Namrata Sunil Birla Institute of Technology, Bahrain K. R皮莱、阿兹米亚 伊克巴尔、哈比巴 欧麦尔、阿伊莎 马克布勒、娜姆拉塔苏尼尔 巴林博拉科学院 1. Introduction 1. 简介 Selling a product is incomplete without communicating its image. To build long term brand loyalty, in addition to the quality of the product, right image is very much needed. To attain this, many companies invest huge money on the promotions. But many businesses neglect the retail front which is the face of the brands. In other words, the way the products are displayed at the retail shelves, the way the sales people communicate to the consumer etc. are the some of the issues, which if not handles well can be a great threat to the brands image. Visual merchandising is the art of presentation, which puts the merchandiser in focus. It educates the customers, creates desire and finally augments the selling process. It is an artistic method to ensure that retailers merchandise moves off the shelves faster, and is a tool to appeal to the visual sensory elements of the customer. Visual merchandising, once an unknown skill, is growing popular nowadays with the introduction of self service in retail stores off late and the number of changes taking place in supermarket merchandising methods, there has been increased emphasis on the kind of store layout, store building, fixtures, and equipment, color displays, silent communication tools, window display and finally opinion building through in-store displays which has taken the art of retailing to higher applications frames. The study endeavors to find out how and to what extent outlets incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. To research on the factors that influence visual merchandising decisions and also investigate how effectively visual merchandising is used to attract customers, who will eventually make a prospective pur