The Importance of Point of Purchase Display on Store Atmospheric

Retail is one of the largest sectors in many national economies. The major characteristic of Indian retail is that it is largely dominated by unorganized sector (which largely consist of small kirana shops, vegetable shops, dairy shops etc.) and it counts for around 94% of total market share. With the dawn of the 21^st century, India has seen entry of the mall culture especially in Metro and big cities. By the end of last decade this mall culture has entered in Tier 2 and Tier 3 cities too and it has also changed the way for shopping in our country. As the retail stores develops visual retailing and displaying of products is becoming a source of concern for business owners. Retailers must be in tune with all the different types of store displays and fixtures available for store displays that are available for their stores’ merchandise. Display plays a major role in consumer decision making and studies show that around 70% of the final decisions are made inside the store. Point of purchase display comes into force when customer is actually purchasing the product. It acts like a last moment reminder and boost sales.