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Enhancing Retail Success: A Comprehensive Analysis of Visual Merchandising Influence on Customer Engagement and Purchase Behavior in Philippine Local Retail Businesses

Author

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  • Cris Saranza

    (Graduate School and Professional Studies, St. Paul University-Surigao, Philippines)

  • Yuri Pendon

    (Graduate School and Professional Studies, St. Paul University-Surigao, Philippines)

  • Glenn Andrin

    (Graduate School and Professional Studies, St. Paul University-Surigao, Philippines)

Abstract

This study employed a quantitative approach to investigate the influence of visual merchandising practices on customer engagement and purchase behavior in retail stores in Claver, Surigao del Norte. By utilizing a descriptive survey design with 385 customer respondents, the findings revealed that retailers inconsistently observed visual merchandising practices. Despite this, the study identified a significant and high positive influence of these practices on customer engagement and purchase behavior. Notably, through multiple regression analysis, it was found that only window displays significantly predicted both customer engagement and purchase behavior, although the collective influence of visual merchandising practices remained substantial. In essence, the research emphasized the integral role of visual merchandising in encouraging customer engagement and guiding their purchase behavior, highlighting the specific relevance of window displays in this retail context.

Suggested Citation

  • Cris Saranza & Yuri Pendon & Glenn Andrin, 2024. "Enhancing Retail Success: A Comprehensive Analysis of Visual Merchandising Influence on Customer Engagement and Purchase Behavior in Philippine Local Retail Businesses," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 6(1), pages 01-21, January.
    • Handle: RePEc:alk:jbms00:v:6:y:2024:i:1:id:6512
    DOI: 10.32996/jbms.2024.6.1.1
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