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Impact of Visual Merchandising towards Consumer Purchasing Behavior: A Study of Garment Retail Outlet

Author(s):

K. Prabha Kumari , NIFT-TEA COLLEGE OF KNITWEAR FASHION, TIRUPUR.; C. Balasubramani, NIFT-TEA COLLEGE OF KNITWEAR FASHION, TIRUPUR.

Keywords:

Visual Merchandising, Window Display, Store Front, Merchandise Display, Store Layout

Abstract

In the Textile Sector the Visual Merchandising Design covers every space, environment, and visually stimulating factor. This includes not only the architectural appearance but interior, graphic sign boards, window display, layout, store appliances, lighting, and even the looks and service attitude that sales employees have and show to customers. Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. Visual merchandising commonly occurs in retail spaces such as stores. Even if good quality merchandise and design hit the shelf of the store, but customers don’t visit the store, those merchandise are not sold. The Visual Merchandising Department aims to display merchandise in multiple ways to heighten brand images; to steadily lure many customers to the store. In this Study we are going to focus the attributes of visual merchandising in which it attracts the consumer for purchasing. The researcher undergoes the study with the tools like Chi – Square with the Store displays to improve the Purchasing factor in the Retail Outlet.

Other Details

Paper ID: IJSRDV5I120464
Published in: Volume : 5, Issue : 12
Publication Date: 01/03/2018
Page(s): 785-787

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