IMPACT OF VISUAL MERCHANDISING ON CONSUMER BEHAVIOR TOWARDS WOMEN APPAREL

The field of VM is growing very fast as the Indian retail is making its presence felt in national and international arena. Today’s fierce competition and the similarity of merchandise force each segment of the fashion industry to utilize visual merchandising to improve the desirability of products. Apparel retailers, especially, place more importance on visual merchandising to differentiate their offerings from others’. Retailers can help customers to find the right products through focused merchandising, intelligent store design and layout, and other visual merchandising practices, such as product displays, packaging, and signage. This study represents a contribution to a deeper understanding about the impact of visual merchandising on consumer buying behavior in shopping stores. The main objective of this paper is to study the influence of visual merchandising, especially the one related to the shop-windows, on consumer buying behavior according to store attributes most valued by consumers