Honors Theses and Capstones

Date of Award

Fall 2012

Project Type

Senior Honors Thesis

College or School

WSBE

Program or Major

Business Administration

Degree Name

Bachelor of Science

First Advisor

Bruce E. Pfeiffer

Abstract

Visual merchandising is a marketing tool used by retail outlets in order to make their products attractive and engaging. It has the ability to sway consumers into buying a product, making visual merchandising a useful tool in today’s competitive market. This study examines the impact visual merchandising has on the students of the University of New Hampshire

(UNH). To determine this, we researched both the students and their local retailers. Retailers in Durham, New Hampshire were interviewed to determine how important visual merchandising is to their business. The consensus was that visual merchandising is an important segment of their business; it is one of the most effective ways to market to students. To gain an understanding of students’ views, a survey was distributed to undergraduates to measure their shopping habits and perceptions of visual merchandising. It was found that students generally have a positive perception of visual merchandising. Overall, students find visual merchandising useful and valuable when shopping. Through the statements made by retailers and the data provided by students, it has been determined that students are largely impacted by visual merchandising at UNH.

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