Visual Merchandising and its Marketing Components in the Chosen Restaurants in Slovakia

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• 作者：Katarí ; na Kleinová ; ; ^{katarinakleinova@gmail.com" class="auth_mail" title="E-mail the corresponding author} ; Johana Paluchová ; Jakub Berčí ; k ; Elena Horská
• 关键词：merchandising ; visual components ; restaurants ; neuromarketing
• 刊名：Procedia Economics and Finance
• 出版年：2015
• 出版时间：2015
• 年：2015
• 卷：34
• 期：Complete
• 页码：3-10
• 全文大小：431 K

文摘

In this article, we define the term of visual merchandising and its components that are used in business practice. Great visual merchandising is an essential part of sales strategy and because for our survey we evaluate the restaurant segment and opportunities how to implement visual merchandising components in chosen restaurants. Visual merchandising engages all the senses. The more senses we engage, the more people respond to our operation, stay longer and buy more. It encompasses the way that the restaurants present their services to grab the customer's attention. In our research we focus on first impression, wallś texture, lighting, location of interior decorations, layout of tables and chairs, dishes offering from the menu, aroma perception, musical background, staff́ dress code, POS materials, intensity of temperature and noise. The main aim of this paper was to evaluate what kind of visual merchandising's components the restaurants use in their businesses and summarize all data by our own survey done in the chosen restaurants in 2015. In the recommendations we described the practical using of visual merchandising in restaurant sector as well as neuromarketing that we would like to use in real conditions in the future.