Visual Merchandising: Impact on Consumer Behaviour (An Exploratory Study of Apparel Segment in Ahmedabad)

“Mapping the Global Future: Evolution Through Innovation, and Excellence”, Eds., Nejdet Delener, Leonora Fuxman, F. Victor Lu, and Susana Rodrigues, published by Global Business and Technology Association (GBATA), New York, USA, July, 2012, pp. 607-614.

9 Pages Posted: 15 Aug 2012 Last revised: 14 Mar 2013

See all articles by Dr. Neha Mehta

Dr. Neha Mehta

L. J. Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: 2012

Abstract

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of visual merchandising on the buying behavior of the customers visiting “Central Malls”. Four dimensions of visual merchandising viz. window display, in-store form/mannequin display, floor merchandising and promotional signage are studied and results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study also reveals the dimensions of visual merchandising that are important and increase impulse buying of the consumers visiting the stores.

Keywords: Visual Merchandising, Window Display, In-Store form/Mannequin Display, Floor Display, Promotional Signage, Impulse Buying separated

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation

Mehta, Neha and Chugan, Pawan Kumar, Visual Merchandising: Impact on Consumer Behaviour (An Exploratory Study of Apparel Segment in Ahmedabad) (2012). “Mapping the Global Future: Evolution Through Innovation, and Excellence”, Eds., Nejdet Delener, Leonora Fuxman, F. Victor Lu, and Susana Rodrigues, published by Global Business and Technology Association (GBATA), New York, USA, July, 2012, pp. 607-614., Available at SSRN: https://ssrn.com/abstract=2128294

Neha Mehta

L. J. Institute of Management Studies ( email )

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Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

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Ahmedabad, GUJARAT 382481
India

HOME PAGE: http://pawanchugan.wordpress.com

AIIM - Ahmedabad ( email )

Adani Shantigram, Vaishno Devi Circle
S.G. Highway
Ahmedabad, Gujarat 382421
India

HOME PAGE: http://pawanchugan.wordpress.com/

SPM - PDPU ( email )

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Gandhinagar, Gujarat 382007
India

HOME PAGE: http://pawanchugan.wordpress.com/

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