Impact of Merchandising on Customer satisfaction and thereby on Retailers sale - A study in selected Malls of Jabalpur and Gwalior city

Deepak Tiwari, Dr. Supriti Dubey, Dr. P.K.Chopra, Mansi Jain

Product’s merchandising at the store is an important facet as it not only affects the Retailers’ sale but also the customer satisfaction. As it is quite evident that the products displayed by the manufacturers through advertisement or by the stores itself in the display area catches more eyeballs amongst the shoppers and when they find it available at the time of purchases, they make happy purchases and thus this increases the satisfaction which furthermore, results in good sale. Inappropriate display of product causes a negative impact on retailer’s sale, also creates severe dissatisfaction in customer while going for shopping. The study evaluated the role of merchandising in escalating the customer’s footfalls & satisfaction and thereby on Retailer’s sale. A descriptive survey design was adopted for the study and for this a self designed questionnaire was used to collect the primary insight from the sample of 200 respondents including retailer and shopper of both the cities. In that on street questionnaire, the retailers and consumers were asked for their opinion about Stores’ merchandising. The collected data were then analyzed through Pearson’s correlation and the Independent t- test to test the hypothesis. For the present study the researchers find that the majority of retail stores understands the importance of merchandising and consider it important for customer’s satisfaction and their margin.