A Study of Consumer’s Perception for Apparel Retail Outlets in Terms of Visual Merchandising in Ahmedabad
New Perspectives in Marketing Communications, Eds. Sanjay Jain, Jayesh Aagja, Ashwini K. Awasthi, Institute of Management, Nirma University, Himalaya Publishing House, Mumbai, 2013, pp.16-36 © Nirma University, Ahmedabad
25 Pages Posted: 16 Feb 2013 Last revised: 1 Apr 2013
Date Written: 2013
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 perception of consumers for apparel retail outlet in Ahmedabad”. Seven dimensions of visual merchandising viz. window display is excellent, atmospherics is excellent, product display is attractive, mannequin display is fantastic, fixtures are good, signages are good and props are good 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 will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store.
Keywords: Visual Merchandising, Perceptual Mapping, retailing
JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81
Suggested Citation: Suggested Citation