Visual merchandising as management instrument by retail

The article of research are instruments of visual merchandising, that is used by enterprises in the
process of management the retail of products.
An aim is research of elements of visual merchandising, comparative analysis of positioning of
brands of companies «The Coca – Cola Company» and «PepsiCo Inc» taking into account influence of
colors on behavior of consumers.
Research methods. In–process the used totality of scientific methods and approaches, including
methods of grouping and comparative analysis, that allowed investigating application of instruments
of visual merchandising in the places of sale.
The results of the work. The article describes the essence of the concept of «visual merchandising»,
instruments of visual merchandising, that is used by enterprises in the process of management the
products retail and the influence of colors on the consumers’s behavior on the Ukraine soft drinks market
was researched. The comparative analysis of the positioning the brands the «The Coca–Cola Company»
and «PepsiCo Inc» company was conducted taking into account color influences on consumer behavior.
Industry of application of results. Economy and management, realization of strategy of
development of enterprise, psychology of advertizing.
Conclusions. 1. Explored the concept of «Visual Merchandising» and its main components. 2. The
influence of color on the behavior of consumers in the market of soft drinks in Ukraine is investigated.
3. Conducted a comparative analysis of the company’s brand positioning «The Coca–Cola Company»
and «PepsiCo Inc» for the effects of color on behavior of consumers.