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THE IMPACT OF STORE MARKETING EFFCTIVENESS ON CONSUMER PURCHASING DECISIONS

  • Unique Paper ID: 177651
  • Volume: 11
  • Issue: 12
  • PageNo: 1180-1184
  • Abstract:
  • This research project investigates the impact of in-store marketing strategies on consumer purchasing decisions within physical retail environments. With the increasing competition from e-commerce, brick-and-mortar stores are adopting diverse in-store marketing techniques to attract and influence shoppers. The primary objective of this study is to analysed how various in-store marketing elements—such as visual merchandising, store ambiance, promotional offers, product placement, and customer interaction—affect consumer behaviour during in-store visits. The study also explores the effectiveness of specific marketing techniques in driving impulse buying, a key area for retailers aiming to boost unplanned purchases. Techniques such as promotional signage, attractive product displays, and strategic shelf placement are evaluated for their role in triggering spontaneous buying decisions. Understanding these tactics provides valuable insights into how consumers respond emotionally and behaviourally to different forms of in-store stimuli. The findings of this project can offer actionable insights for retailers aiming to enhance customer engagement, optimize in-store experiences, and increase sales performance. The research contributes to the broader field of consumer behaviour and retail marketing strategy by highlighting key factors that influence decision-making in physical stores.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 12
  • PageNo: 1180-1184

THE IMPACT OF STORE MARKETING EFFCTIVENESS ON CONSUMER PURCHASING DECISIONS

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Impact Factor
8.01 (Year 2024)
UGC Approved
Journal no 47859

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