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Impact of Visual Merchandising on the Buying Behavior of Consumer (with Special Reference to Lifestyle, Jaipur)

Author(s):

Seema Modi , The IIS University; Dr. Purnima Sharma, The IIS University

Keywords:

Window Display, Brand name & Logo, Creative Product Display, Quality, Design

Abstract

Visual Merchandising is an art and science as it helps to create and display the floor plan beautifully and with more creativity and influence the mind and behavior of the customer to buy the products. The purpose of the study is to explore the Exterior and Interior elements of Visual Merchandising and its Impact on Consumer Buying Behavior in Lifestyle, Jaipur. The Research is Empirical and Descriptive in Nature. The data was collected from Primary Survey Questionnaire collected from 253 Consumer. SPSS 22 has been used for finding Descriptive Analysis and Testing Hypothesis. Descriptive analysis of data has been done using frequency & charts. Regression testing has been used to find out whether Null Hypothesis is been accepted or rejected. The study conclude that Brand name & Logo as Exterior elements and Creative Product Display as Interior elements influence the Purchasing Behavior of Consumer. The Null hypothesis in case of Quality, Design, Comfort is Rejected which means Store contain these factors through which Consumer get attracted. The study also reveals that there should be a proper synergy between season and apparels displayed and they should also focus on Digital Screening in order to create International View.

Other Details

Paper ID: IJSRDV7I20743
Published in: Volume : 7, Issue : 2
Publication Date: 01/05/2019
Page(s): 910-912

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