THE IMPACT OF VISUAL MERCHANDISING (VM) ON APPAREL CONSUMER BUYING DECISION

Abstract

Visual merchandising is one of the arts in retailing. Visual merchandising is the way of arranging and displaying the merchandise in the manner that should attract the customer or draw the attention of customer (Krishnakumar, 2014). Its ultimate aim is to making the sale by using visual effects and presentation. The objectives of the research paper to study the Opinion of consumers towards Visual Merchandising in apparel purchase decision and to study about how Visual Merchandising elements such as window display, color and lightning, store layout and store interior influence the Consumer Attention. The results from this study were that customers had good opinion on the visual merchandising in purchase decision and store layout and store interiors are weakly influence the consumer attention.