A STUDY ON VISUAL MERCHANDISING OF KIRANA STORES IN INDIA

Abstract

The goal of this study is to offer a conceptual framework for the use of visual merchandising in Indian Kirana stores. One essential element of retail brand promotions is visual merchandising. Understanding the current situation of visual merchandising at Kirana Stores is made easier with the help of this study. For this research, a qualitative analysis of more than 250 Kirana Store images from Tier II and Tier III Indian cities was conducted. The project aims to investigate the many aspects of visual merchandising at Kirana Stores using a visual ethnographic study that makes use of Google Maps data. It also proposes a conceptual framework for potential future applications. The conceptual framework addresses the issues of product placement techniques, placement of branding collateral, and types of visual merchandising strategies to employ.