Volume : III, Issue : XII, December - 2013

Effect of Visual Merchandising of Apparels on Impulse Buying Behavior of women

Dr Ritika Jain

Abstract :

The evolution of visual merchandising ought about a new process of shopping. It resulted in a shift from verbal engagement between retailers and customers to a sensory experience. With increasing competition, retailers today are using the merchandising tool to differentiate themselves from other competitors in a prominent way. Visual merchandising is an art of presentation, which puts the merchandiser in focus. It is everything the customer sees, both exterior and interior, that creates a positive image by generating attention, interest, desire and action on the part of the customer. It includes window displays, signs, interior displays and any other special sales promotions taking place. Visual merchandising is used in all the fields be it fashion, technology, accessories market and so on. It is today a lifeline of apparel industry because apparel industry has short product life cycles. This paper attempts to explore the effect of visual merchandising of Apparel outlets on impulse buying behavior of women.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr Ritika Jain Effect of Visual Merchandising of Apparels on Impulse Buying Behavior of women Indian Journal of Applied Research, Vol.III, Issue.XII Dec 2013

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