Volume : VII, Issue : IX, September - 2017

Visualising Virtue of Visual Merchandising on Customers: A Study of Apparel Retail Industry.

Simon Jacob C

Abstract :

 The Retailing Industry is considered to be India’s largest and fastest–growing Industry. It consists of a direct interface with customers and coordination of business activities. This study mainly assesses the impact of Visual Merchandising on Customers at Fashion Bazaar in Kochi. And it also tries to identify whether visual merchandising influence a customer’s buying decision or not. As far as retail industry is considered, there are certain attributes which support visual merchandising decisions. Changing outlook of the customers compels the retailers to dedicate their time for creating effective store displays. This study reinstates the impact of different visual merchandising attributes like store design, layout, storefront, display themes, lighting, music, etc. on customers. 

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Simon Jacob C, Visualising Virtue of Visual Merchandising on Customers: A Study of Apparel Retail Industry., INDIAN JOURNAL OF APPLIED RESEARCH : Volume-7 | Issue-9 | September-2017

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