Criteria for evaluating of visual merchandising
Galun D.

Visual merchandising can be evaluated by some criteria. The first of them is the aesthetic judgment, the extent rate of compliance taste actions of aesthetic worldview and its system of valuable dominant. The notion of taste is meant here as a set of consumer favorite aesthetic feelings to aesthetic information in the form of product visual presentation.

It is worth noting that the emotions and receptors of the individual are formed in specific cultural and practical environment and guided by the prevailing idealized abstract concepts and social demands for them. Merchandising standards applied in the stores and discussed in this article were defined by the specifics of the individual consumption from concrete target audience.

Man is formed as a practical creature. Evaluation activity is the neсessariest condition for the practice. The success of the evaluation activity affects directly how the person byes goods, that's why the objective assessment is determined by the terms of survival (to buy the product required at most profitable conditions in the case of visual merchandising).

Hence is the second important criterion for visual merchandising evaluating – the economic efficiency, ie the ratio of useful outcomes and resource costs.

Аn experiment was conducted to evaluate the visual merchandising of these two criteria in two stores to identify the aesthetic and economic efficiency in the context of comparisons with the terms of the store functioning without intensive attention to visual merchandising. The visual merchandiser performed in the store during the experiment daily from 10.00 to 19.00. His main task was to provide a presentation of the goods at the "beautiful and artistic" levels, and rank it on a number of aesthetic characteristics or "good" by the value gradation scale. Staffing consultants had been reduced by over two units at the same time. The visual merchandiser operated in another store once a month, where staffing table was slightly increased (Figure 1).

The visual merchandising was enhanced by reducing the sales personnel of the shop B, and the priority was given to the work with customers in the shop M. Figure 2 shows the values of the average daily revenue per person in shift. So the research established that the economic effect of enhancing the aesthetics of the goods visual presentation is comparable with the economic effect caused by an increase in the vendor staffing table.

It may be concluded on the direct correlation of technical aesthetics and economy under the experiment. Indeed, the product is digested by society in that extent that it satisfies the welfare stereotypes. These stereotypes, in turn, are a reflection of the subject material stereotypes aesthetics prevailing in the society. The higher the extent, the greater the economic effect ceteris paribus.

Figure 1. Shop economic efficiency

Figure 2. Shop economic efficiency

About the author:

• Last name, first name in full. Galun Dmitry
• Degree (if any). Ph.D.
• Name of educational institution. Moscow State University for Design and Technology
• E-mail address. galund@mail.ru
• Mailing address (be sure to index). 107 113, Moscow, Russia, 3d Rybinskaya 1/40-41