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Design, effectiveness and role of visual merchandising in creating customer appeal

Author

Listed:
  • Pillai, Rajasekharan
  • Iqbal, Azmiya
  • Umer, Habiba
  • Maqbool, Aisha
  • Sunil, Namrata

Abstract

This study aims to find out how and to what extent outlets incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. The survey method was followed to conduct the study and data were collected through sampling techniques from identified respondents, who were selected through convenient and judgment methods. The major findings in the light of the objectives of this project were that most of the stores need to have attractive window displays, proper stores layout, appealing visual merchandising themes to attract present and potential customers into the store. It is also understood that the most important aspect of visual merchandising is to have proper lighting and attractive display themes. The output of the study unfolds that the most of the merchandiser’s main focus is to display the newest trend and best moving items into the display windows and visual merchandising was found to be very helpful for converting potential customers into real customers.

Suggested Citation

  • Pillai, Rajasekharan & Iqbal, Azmiya & Umer, Habiba & Maqbool, Aisha & Sunil, Namrata, 2011. "Design, effectiveness and role of visual merchandising in creating customer appeal," MPRA Paper 30365, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:30365
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    File URL: https://mpra.ub.uni-muenchen.de/30365/1/MPRA_paper_30365.pdf
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    More about this item

    Keywords

    Visual merchandising; in-store display; visual sensor appeal; silent communication tool; store layout;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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