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INFLUENCE OF VISUAL MERCHANDISING ON CONSUMER BEHAVIOR IN APPAREL WITH REFERENCE TO PANTALOONS, RANCHI
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Author(s):
GAUTAM RUDRA, SHAKIL ANWAR SIDDIQUE, DR. RUMNA BHATACHARAYA
Vol - 8, Issue- 8 ,
Page(s) : 80 - 85
(2017 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
Reshaping has become a key phenomenon. Shopping by an individual at one time was need based and also was mainly merchandise centric. The customer was mainly focusing on the price and other attributes of merchandise. A concept of visual merchandise holds its root was back to the days of barter system. In the retail store the visual merchandising itself act a silent sales person and tool which help the customer to focus on the individual product and also help to create awareness among the customer in apparel sector. The role of visual merchandising in a retail store is develop a positive aspect regarding the buying decision of a consumer and it also help to convert the impulsive customer into positive consumer.
At present this research paper is an attempt to understand the customer satisfaction, its buying behavior and effect of visual merchandising.
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