The Role of Visual Merchandising in Apparel Purchase Decision

Abstract

As retail business is moving towards new phases, the emphasis is slowly changing from the product to the space-the store-where all the things happen. The shopping ambience becomes so important now, with retailers being interested in giving their stores a contemporary and consumer-friendly design. Consumer behavior, which was earlier termed as 'overt behavior', is a continuous consumption process related to pre-purchase, purchase and post-purchase issues. A store has to display the product in a way that it attracts the customer. Visual merchandising is an art of displaying the things in an attractive way so that it could attract the attention of the customer and persuade them to buy the product. An effective visual merchandising will play a significant role in the consumers' purchase decision. This paper investigates the attitude of consumers towards visual merchandising in apparel purchase decision.IntroductionAs the retail business moves from the product to the space-the store-where all the things happen, the shopping ambience has become important now, with the retailer giving their stores a contemporary and consumer-friendly design, and consumers expecting to shop in a store with good ambience. Shopping has become a brand experience rather than merely a transaction (Singh, 2009). The moment of real purchase takes place at the point of purchase where the decision on how much to buy is made. The store's future depends on what the consumer sees and experiences at the store (Lamba, 2003). Retail design and visual merchandising play a crucial role in creating this difference. Visual merchandising, also regarded as a 'silent salesman', is the science and art of suggestive selling by display and presentation. Visual merchandising focal points are placed strategically in the store and communicate the features and benefits of the merchandise. An effective window display will attract the passerby and convert them into browsers and spenders through the process of 'conversion'. Retail companies are increasingly spending on both the environment and the fixtures and stylish fittings, emphatic lighting and digital signage, and are in for an international appeal and inviting feel (Nupur, 2009; and Arti, 2010).Review of LiteratureConsumer BehaviorConsumer behavior which was earlier termed as 'overt behavior' is a continuous consumption process related to pre-purchase, purchase and post-purchase issues. This refers to the physical action of consumers that can be directly observed and measured by others. According to Solomon and Rabolt (2004), consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose products, services, ideas or experiences, to satisfy their needs and desires. According to Kardes (2002), consumer behavior is the study of human or consumer responses to products and services; and the marketing of products and services.The concept of modern consumer behavior is that people mostly buy products not for what they do but for what they stand for. This concept implies that the product plays a role beyond their functional purposes for which they are actually meant. For example, among the products having similar or equal qualities or features, a consumer may select the product which has an image. Consumers tend to establish a relationship with the product they like (Paromita, 2007; Paul and Olson, 2007; and Saumya et al., 2010).Visual MerchandisingEvery customer wants to see the product before they purchase. The store has to display its products in a manner that attracts the customer. Visual merchandising is an art of displaying the things in an attractive way so that it could attract the attention of the customer and persuade them to buy the product. It is the use of visual effects to stimulate the customers to buy. It is the means to communicate a store's fashion message to a prospective customer. Visual statements made in the store windows or displays are the customer's first view with the store. …

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