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

Neha P. Mehta · Pawan Kumar Chugan

21 citations0/0 files storedUniversal Journal of Management

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

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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References

1974Atmospherics as a Marketing Tool 1995A Measure of Service Quality for Retail Stores: Scale Development and Validation 2001Why we buy: the science of shopping 2003Visual merchandising and the creation of discernible retail brands 1999Brand Equity Dilution: Retailer Display and Context Brand Effects 1987Retail Marketing Management 2002Managing Retail Consumption 1982Applied visual merchandising

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2015The Influence Of Store Characteristics On Consumers’ Impulse Buying Behaviour 2021The Effects of Visual Merchandising on Consumer’s Willingness to Purchase in the Fashion Retail Stores 2019The Influence of Marketing Mix Factors in Purchasing Decision for Wooden Furniture Case of Furnimart Bogor 2021Peran Visual Merchandising dan Store Image terhadap Peningkatan Customers’ Purchase Intention

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