Consumer's Perception for Visual Merchandising of Lifestyle Apparel Stores
International Research Journal of Marketing, Vol. 2, No. 3, August 2014, pp. 53-60, Sciknow Publication, New York, USA
8 Pages Posted: 29 Jul 2014
Date Written: June 2014
In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their competitors do. Hence, the only means of increasing footfalls and sales of the store is differentiating it in the terms of visual merchandising. The study is aimed to “find out perception of consumers for apparel retail outlet in Ahmedabad”. 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.
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Keywords: Atmospherics, Fixtures, Mannequin Display, Product Display, Props, Signage, Visual Merchandising, Window Display
JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81
Suggested Citation: Suggested Citation