Visual Merchandising and Consumer Buying Behavior: Comparison Between Two Product Categories
“Exceeding The Vision: Innovate, Integrate and Motivate” (Eds.) N. Delener, Leonora Fuxman, F. Victor Lu, and Susana Rodrigues, Global Business and Technology Association (GBATA), NY, USA, pp. 311 – 318, ISBN: 1-932917-12-8, ISSN: 2471-6006.
8 Pages Posted: 19 Jan 2017
Date Written: October 16, 2016
Buying behavior of customers for different product categories varies because of different factors. This research was intended to find impact of visual merchandising on consumer buying behavior for two different product categories. The two product categories for study were apparel and furniture. Dimensions of visual merchandising taken for study of this topic were window display, store front, mannequin display, floor merchandising, merchandise display, store layout and organization, creative style and trend co-ordination, signage/graphics, store atmosphere. It is found that few dimensions of visual merchandising do affect buying behavior. Window display affects buying behavior for both product categories. Mannequin display is important visual merchandising dimension is found to impact customer’s apparel buying behavior. While, store front, shelf display (in merchandise display) and creative combination of colour (in creative style and trend co-ordination) giving new design ideas for home impacts customer’s buying behavior for furniture category.
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Keywords: Visual Merchandising, Buying Behavior, Window Display, Storefront, Mannequin Display, Floor Merchandising, Merchandise Display, Store Layout and Organization, Creative Style and Trend Co-ordination, Signage/Graphics, Store Atmosphere
JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81
Suggested Citation: Suggested Citation