Volume : 4, Issue : 2, FEB 2018




The effect of visual merchandising on buyer conduct, regardless of whether as inside presentations, store design and different atmospherics is exceptionally clear. In the present day and age where the customers have begun obtaining through online stages and negatively affected the offers of the physical stores, some may contend that it has brought about restricting the extent of visual merchandising. Picking the correct shading, making a point of convergence, conveying a story are the fundamental components of visual merchandising. Fulfilling a need is the fundamental reason which comes about an assortment of behavioral examples. The conduct is principally subject to the purchaser's condition. The political, financial,social, innovative condition and the legitimate condition. The customer is presented to a few factors that influence his/her purchasing choice including visual merchandising. A research was conducted to evaluate the impact of illumination on retail stimuli. A study of Chinese Hong Kong female consumers to study the same had the following observations. Characteristics of a store’s environment play a role in the consumer’s buying decision. This decision is not only built on the premise that the product in itself provides the satisfaction but that the service quality is an influence as well. Upon analyzing previously conducted studies it was found that the factors that encompass a store’s environment have different effects on the buying decisions of the customers and the perceived value of the product from their viewpoint.


Visual Merchandising, consumer behaviour, Environmental Psychology, Marketing.

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Article No : 10

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