Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets

Universal Journal of Management, Horizon Research Publishing Corporation, Alhambra, CA, USA, Vol. 2, No. 6, July 2014, pp. 207-217, DOI: 10.13189/ ujm.2014.020601

11 Pages Posted: 19 Aug 2014

See all articles by Dr. Neha Mehta

Dr. Neha Mehta

L. J. Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: June 2014

Abstract

In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the area in which they can differentiate themselves is store presentation in terms of visual merchandising. To study which dimensions have an impact on purchase behavior of consumers, this study is undertaken. By analyzing the impact of various dimensions of merchandising display such as window display, store front, merchandise presentation, store layout and organization, creative style and trend co-ordination, signages/graphics and store environment, it is found that window display, store front, store layout and organization (shelf display) and creative style and trend co-ordination have impact on purchase behavior of consumers.

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Keywords: Visual Merchandising, Window Display, Store Front, Merchandise Display, Store Layout and Organization, Creative Style and Trend Co-Ordination, Signages/Graphics and Store Environment

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation

Mehta, Neha and Chugan, Pawan Kumar, Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets (June 2014). Universal Journal of Management, Horizon Research Publishing Corporation, Alhambra, CA, USA, Vol. 2, No. 6, July 2014, pp. 207-217, DOI: 10.13189/ ujm.2014.020601, Available at SSRN: https://ssrn.com/abstract=2481859

Neha Mehta

L. J. Institute of Management Studies ( email )

Near Nagdev Kalyan Mandir
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Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

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Ahmedabad, GUJARAT 382481
India

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AIIM - Ahmedabad ( email )

Adani Shantigram, Vaishno Devi Circle
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Ahmedabad, Gujarat 382421
India

HOME PAGE: http://pawanchugan.wordpress.com/

SPM - PDPU ( email )

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Gandhinagar, Gujarat 382007
India

HOME PAGE: http://pawanchugan.wordpress.com/

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