The Impact of Visual Merchandising on Consumer Buying Behaviour: A Case of Bangalore Big Bazaar

Abstract

The extent of visual merchandising is developing quickly with advances in innovation. Clothing retailers need to guarantee their visual merchandising has more grounded effect, as rivalry in the present situation is high, and retailers are prepared to spend more on visual merchandising to draw in customers. Visual merchandising has therefore turned into an instrument which can be utilized by clothing retailers to separate themselves from contenders. The present investigation inspects the effect of visual merchandising, viz. store design, in-store item show, mannequin show, and limited time signage, on drive purchasing conduct of customers in attire retail locations. The respondents for the investigation included 201 clients who visit clothing stores. The information were gathered utilizing an organized poll. The consequences of the investigation recommend that visual merchandising components do significantly affect motivation buy in clothing retail locations, with store design having the most noteworthy effect, trailed by limited time signage, and mannequin show, while in store item show didn't significantly affect drive buy. Further, for men, only store layout had a significant positive impact on impulse purchase, on the other hand, for women, store layout, mannequin display and promotional signage had significant positive impact on impulse purchase.