Volume : V, Issue : I, January - 2015

Visual Merchandising and its Impact on Customer Buying Decisions

S. Soundhariya. , S. Sathyan

Abstract :

A successful retailing business requires that a good image to be created in the customer’s mind that permeates all product and service offerings. Visual merchandising is a new skill which is growing popular nowadays. Visual Merchandising is defined as the presentation of any and all merchandise at its best: colour coordinated (synchronized colours), accessorized (related products/props) and self explanatory (descriptive/illustrative). One of the final stages in the process of setting up of retail store is Visual Merchandising which customers would find attractive and appealing. Visual merchandising not only presents merchandise in an attractive manner to give visual treat to customers but also encourages impulse buying by customer. Visual merchandising techniques are used by retailers to convert ordinary visitors to customers. This study gives deep insight about the emerging skill visual merchandising, technique it uses and its role in customer buying decisions and impulse purchase.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

S. Soundhariya., S.Sathyan Visual Merchandising and its Impact on Customer Buying Decisions Indian Journal of Applied Research, Vol.5, Issue : 1 January 2015

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