Impact of Visual Merchandising Elements on Retail Shopper Behaviour: A Study of Shoppers at Select Retail Stores

M., Himabindu

ISBN 10: 6207455096 / ISBN 13: 9786207455096

Published by LAP LAMBERT Academic Publishing, 2023

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Bibliographic Details

• Title: Impact of Visual Merchandising Elements on Retail Shopper Behaviour: A Study of Shoppers at Select Retail Stores
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2023
• Language: English
• ISBN 10: 6207455096
• ISBN 13: 9786207455096
• Binding: Soft cover
• Condition: New

About this title

Synopsis

Visual Merchandising (VM), earlier called as merchandising is a practice in the retail industry. It is the art of displaying goods in a retail outlet in a way that is quite appealing to the customers. Utilizing colour, lighting, smell, sound, digital technology and other interactive elements, Visual Merchandising captures customers’ attention and even persuades them to buy. The current study “Impact of Visual Merchandising Variables on Retail Shopper Behaviour - A Study of Shoppers at Select Retail Stores” is more relevant than ever in today’s retail business scenario witnessing changes in shopper profile, shopping experience sought, and other customer demographics. The organized retail sector in India has a promising growth rate. Hence, there is an ever-increasing need for retail level differentiation for attracting customers. Visual Merchandising is one such crucial strategy in the hands of the retailer that helps in standing apart from the competition.