The Impact of Product Display on Consumer Attention and Buying Intention

Abstract

“The study, titled 'The Impact of Product Display on Consumer Attention and Buying Intention,' critically examines the complex relationship that exists between consumers and product displays in the dynamic retail environment.” The study investigates how product arrangement, presentation, and visual appeal work as influencing variables in consumer decision-making, with a focus on the issues given by an excess of alternatives. Based on a thorough evaluation of the literature, the study develops a conceptual framework that includes independent variables related to display characteristics, a mediator variable (customer attention), and moderating factors related to consumer and retail environment characteristics. The impact of display location, size, colour, movement, and lighting on consumer attention and purchasing intention is investigated using hypotheses and objectives. The study takes a mixed-methods approach, gathering primary data from 70 people in the NCR Delhi region using interviews and questionnaires and leveraging secondary data from diverse sources. Descriptive statistics offer subtle insights into age-related trends, illustrating the varied impact of appealing displays on various age groups. Chi-Square Tests are used to investigate correlations between categorical variables, providing useful insights into the relationship between education level and shopping patterns. The results have significant impacts for organizations searching for to improve their marketing strategies by optimising product displays, emphasising the need of context-aware interpretation, and recognising the changing landscape of customer behaviour in the retail sector. Finally, this study serves as a thorough guide, unravelling the subtle dynamics that impact consumer decisions in reaction to product displays and laying the groundwork for future research in this expanding topic.”