Visual merchandising and its influence on consumers in a clothing store

Vizualni merchandising spada pod okvirje pojma merchandising in je zadolžen za vizualno predstavitev izdelkov in trgovine, z namenom pospeševanja prodaje. Je izjemnega pomena za kupce in za ustvarjanje imena blagovne znamke. Raziskovali smo, kakšen vpliv ima vizualni merchandising na kupce v trgovini z oblačili, saj nas je zanimalo, kako in na kakšen način vpliva na ljudi in njihovo razmišljanje pri nakupovanju. Teoretični del je namenjen prikazu merchandisinga in vizualnega merchandisinga. Namenjen je predstavitvi zgodovino vizualnega merchandisinga in njegov pomen danes. Predstavljeni so zunanji in notranji dejavniki, ki vplivajo na vizualizacijo prostora. Raziskali smo tudi, kakšna so pričakovanja potrošnikov in njihovo vedenje. Raziskovalni del je namenjen podkrepitvi teoretičnega dela, na osnovi intervjuja in ankete. Intervjuvali smo osebo, ki je že nekaj let zaposlena v eni izmed večjih slovenskih trgovin kot vizualni merchandiser. Anketo smo izvedli med naključnimi potrošniki v trgovini z oblačili. Iz intervjuja in ankete smo sestavili celoto in odgovorili na raziskovalna vprašanja, ki smo si jih zadali v diskusiji zaključne naloge.Visual merchandising falls under the term merchandising and it is responsible for the visual presentation of products and stores with the aim of promoting sales. It has a big importance for customers and building a brand name. Our focus was to understand visual merchandising and its effect on consumers in a clothing store. We were interested to know how and in what way can visual merchandising affect consumers while shopping. The theoretical part is intended to demonstrate merchandising as well as visual merchandising. It will present the history of visual merchandising and its importance today. This part is also meant to present external and internal factors that affect the visualization of space. At the end of the theoretical part, we reviewed consumers\u27 expectations and their behavior in the store. The research part is intended to support theoretical work based on interview and surveys. We interviewed a person who has been employed as a visual merchandiser in one of the largest Slovenian stores for several years. We also conducted a survey among random consumers based on a clothing store. After we got our results from the interview and survey, we gathered them and answered our research questions