The Impact of Visual Merchandising Elements on Consumers Purchase Decisions

Abstract

Visual Merchandising (VM) is one of the final stages in the process of setting up a retail store which customers would then find attractive and appealing. Museums and department stores in America have a shared history of displaying their products, both having come of age in the last quarter of the nineteenth century. The objectives of this study are to recognize the relative importance of the VM elements used in retail stores by shoppers & to measure the effect of VM elements on consumers' purchase decision process. Based on exploratory research, observation research and experience survey methods have been incorporated in. five specialized apparel stores (Adidas, Reebok, Marc Mango, Pepe, Nike) to understand the VM elements being used by them. This research was conducted during the Diwali festive season as the use VM elements is at its peak during this time. Discussions were carried out with the store. managers regarding the VM elements being used in their stores. Factor analysis was used to analyze data because the number of attributes was high and the evaluation without factor analysis was difficult.