Influence of Visual Merchandising on Customer Buying Decision- A Review of Literature Approach
- Author Vijay Rathee
- Co-Author Chand Prakash
- DOI
- Country : India
- Subject : Management
Keywords : Visual Merchandising, Customer, Retail Store, Apparel
Abstract
Visual merchandising has been often neglected when it comes to determinants that affect the customer buying behavior in a retail store. Shopping has become a brand experience rather than merely a transaction. 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. Thus retail design and visual merchandising play a crucial role in creating this difference. This paper mainly focuses in knowing the customers insights on visual merchandise and its effect on customers buying decision while shopping.
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