Role of Visual Merchandising in Attracting Consumers in a Retail Store: A Quantitative Perspective

Abstract

Visual merchandising constitutes an integral component of retail marketing, and is essential in drawing customers to retail stores. The purpose of this research paper is to examine the effect of visual merchandising on consumer patronage in a retail outlets and stores. The paper provides an idea about the consumers behaviour from various retail outlets. The findings indicate that the appearance of merchandising has a considerable influence on consumer behaviour, such as their perception regarding the store's ambience, the extent to which they are willing to spend time in the store, and their intentions to buy. The results demonstrate that elements of visual merchandising, such as shop windows and signs, are more persuasive in drawing in consumers than other elements. This paper elucidates advantageous perceptions for retailers wishing to augment their visual merchandising tactics and finally augment their sales.