PROBING THE IMPACT OF VISUAL MERCHANDISING THROUGH THE CONSUMER ATTITUDE IN N.C.R. REGION

Abstract

The purpose of the study is to examine the impact of visual merchandising through the consumer attitude in Delhi N.C.R. In today’s competitive environment visual merchandising plays an important role in consumer buying behavior. A survey method was used to know the consumer buying behavior. 300 respondents, between 16 – 60 years age groups participated in the study who visited in the shopping malls of Delhi N.C.R. Data was collected by sampling technique with close ended questions related to visual merchandising. Questionnaire with 17 questions regarding demographics and point scale method were used. Data was analyzed by MS-Excel software. After study it was found that visual merchandising provides information to customers for making purchase decision. It was found that there was a significant relationship between visual merchandising and consumer’s buying behavior. Window display, mannequin styling, music, lighting, brand name and logo, creative applications found to be encouraging for consumer’s impulse buying behavior. Sales and discount methods are used by retailers to attract the customers for shopping but there was no significant relationship found between sales, discount and customer’s buying behavior.