A STUDY ON VISUAL MERCHANDISING OF KIRANA STORES IN INDIA

Abstract

The purpose of this research is to provide a conceptual framework for implementing Visual merchandising in Kirana Stores in India. Visual Merchandising is a key component of retail brand promotions. This study is useful in understanding the present state of visual merchandising in Kirana Stores. A Qualitative Study of 250+ Kirana Store pictures of Tier II and Tier III cities of India have been studied for the purpose of this research. Through visual ethnography study conducted using Google Maps data, the research intends to explore the various facets of visual merchandising in Kirana Stores and propose a conceptual framework for future application. The conceptual framework addresses the concerns of what kind of techniques of visual merchandising to apply, where to place your branding material and what style of product placement to adopt. Keywords: Visual Merchandising, Kirana Stores, Branding, Retail, Rural India.