THE EFFECT OF VISUAL MERCHANDISING ON CONSUMER BEHAVIOUR

Textile, retail, consumers

The arena of Visual merchandising is moving very fast in the Indian retail sector making its presence both nationally & internationally. Several consumers think they only purchase products when they go shopping, however time and time again they purchase the experience of shopping as well. The experience of shopping is highly influenced by the visual merchandising displays presented in the store. Apparel retailers, especially, place more importance on visual merchandising to differentiate their offerings from others’. The way products are displayed and promoted in apparel retail stores can have a vast impact on consumer responses and how much merchandise the retailer sells. Through this research a deeper understanding about the impact of visual merchandising on consumer buying behaviour in shopping centre fashion stores can be studied. The main objective of this paper is to study the influence of visual merchandising, especially the one related to the shop-windows, on consumer buying behaviour. The way products are displayed and promoted in apparel retail stores can have a vast impact on consumer responses and how much merchandise the retailer sells. The results of this research will mainly demonstrate the differences not only in the store attributes valued by consumers but also in consumer buying behaviour according to the merchandising techniques used.

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