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

See all articles by Neha Mehta

Neha Mehta

L. J. Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management

Date Written: October 16, 2016

Abstract

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

Mehta, Neha and Chugan, Pawan Kumar, Visual Merchandising and Consumer Buying Behavior: Comparison Between Two Product Categories (October 16, 2016). “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.. Available at SSRN: https://ssrn.com/abstract=2899011

Neha Mehta

L. J. Institute of Management Studies ( email )

Near Nagdev Kalyan Mandir
S. G. Highway
Ahmedabad, 380050
India

Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

Sarkhej Gandhinagar Highway
Ahmedabad, Gujarat 382481
India
+912717241900 (Phone)
+912717241916 (Fax)

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