International Journal For Multidisciplinary Research

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IMPACT OF VISUAL MERCHANDISING OF RETAIL STORE ON CONSUMER DECISION MAKING

Author(s) Mr. SHITIKANTHA SRICHANDAN DEBATA, Mr. Hitesh Kumar Kar, Prof. Dr. Manas Ranjan Debata
Country India
Abstract The major objective and purpose of this study was to determine and evaluate how visual merchandising can influences consumer attention. Visual Merchandising is a technique to visually make the brand attractive and highlights the unique features of the store. Brands work with specialized marketers who focus on visually enhancing the brand and provide them with a unique shopping experience in the stores. The study focuses on four important factors of visual merchandising and the hypotheses are based on these i.e. store layout, window display, colour& lightning and store interior, music, fragrance ,temperature and how it influences the attention of consumers. Non probability sampling technique was used to conduct this research and a structured questionnaire was designed to collect responses. 282 individual responses were collected with their contact details to have authentic individual feedback. Since store layout had a negative but significant impact on gaining consumer attention, the hypothesis for store layout was rejected. The rest of the hypotheses for window display, colour and lightning, store interior and temperature have been accepted that they have a positive and significant impact on consumer attention. The study concludes that marketers should focus on visual merchandising strategies for attracting customers and increase the footfall of store which may also lead to gain an edge over competitors ,which leads to sustainable competitive advantage.
Keywords Visual Merchandising, Foot Fall, Store Lay out, Sustainable competitive Advantage
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.49142
Short DOI https://doi.org/g9rsk8
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