A study on the impact of merchandising of cosmetics or beauty products on consumer buying behaviour

In an age of globalizations, average consumers today are very demanding when it comes to the layout and aesthetics of any establishment they visit. They want to be attracted and motivated to enter a shop or stall and in that moment of decisionmaking rests the difference between a prospect and a sale for retailers. Successful retailing businesses always wish to create a distinct and consistent image in the customers mind. Visual merchandiser can help create that positive customer image that leads to successful sales. Visual merchandising therefore has become a critical aspect of retailing and retailers are increasingly looking toward creating a unique environment that is aesthetically pleasing as well as being cost effective. The present study explores the major driving force for the Indian Consumers to buy Cosmetics. Another objectives was to study the visual merchandising and its role in stimulating customers in favour of purchase of cosmetics. In a survey of 193 respondents, the study indicates that television is the most reliable source of information as perceived by the respondents. Through innovation, cosmetic manufacturers provide better and better products while ensuring that consumer safety remains their highest priority. Factor Analysis was carried out and following five factors has emerged. This include; Creative Assortment, Attractiveness, Interesting, Desirability and Merchandising stimulant. Among the favour factors, merchandising attractiveness has emerged as one of the main important criteria influencing customers in favour of particular brand of cosmetics/skin care products. It is suggested that with the help of various permutation and combination, retailers must enhance product visibility to enhance product preferences and boost consumption.