文章基本信息

标题：THE IMPACT OF VISUAL MERCHANDISING ON IMPULSIVE BUYING BEHAVIOR OF FEMALES ON APPAREL SEGMENT; A STUDY BASED ON MALLS IN ERNAKULAM
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作者：M. S. Amritha ; V. Krishnaveni
期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：4
页码：59-64
DOI：10.9756/INT-JECSE/V14I4.8
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：Being a prosperous business, the apparel industry has seen an aggressive contest amongst the traders for attracting the people in accordance with their lifestyle. So it is an essential fact that the retailers should be able to winsome their customers in an effective manner for they need to be unique and distinctive in their trading culture. The similitude in the clothing design such as fashion or trend, urges the industry to make use of the concept called visual merchandise which develops an inclination towards the product by intensifying the irresistible purchasing approach of the buyer. The research aims to find how various aspects of retail display influence the impulse buying behavior of the customers as a result of visiting 5 shopping malls in Ernakulam. There are six dimensions of visual merchandising as well as the impact of it on spontaneous purchasing attitude analyzed here in the research. They are store layout, product display, product self-position, promotion signage, window display and In-store form/Mannequin display. And the outcome of the research reports that a huge influence of different features of interior display on spontaneous purchasing of the customers is seen. Resonantly, it is found that the visual merchandising is a significant tool in making strategic marketing plans for accelerating the sales of the products.
关键词：Visual Merchandising;tuooaL;Product display;Product Shelf PosiLion;Promotion Signage;Window Displuo und In-Store Form/Mannequin Display;Impulse Buying