Volume : III, Issue : XII, December - 2014

EFFECT OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOUR

A. Prabu Asirvatham, Dr. N. Mohan

Abstract :

The retailers are facing a intense competitive market place and as a consequence, they find many difficulties to differentiate their stores. Retail store elements such as color, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. Visual merchandising is the presentation of a store and its merchandise in such a manner that will attract the attention of potential customers. Visual merchandising utilizes displays, color, lighting, smells, sounds, digital technology and interactive elements to catch customers\' attention and persuade them to make purchases. Visual merchandising helps convey the image of the and and reflects the personality of the target markets that the retail store wants to attract. This study attempts to explore the effect of visual merchandising on consumer buying behaviour.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

A.Prabu Asirvatham,Dr.N.Mohan Effect of Visual Merchandising on Consumer Buying Behaviour International Journal of Scientific Research, Vol : 3, Issue : 12 December 2014

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