Consumer's Perception for Visual Merchandising of Lifestyle Apparel Stores (original) (raw)

International Research Journal of Marketing, Vol. 2, No. 3, August 2014, pp. 53-60, Sciknow Publication, New York, USA

8 Pages Posted: 29 Jul 2014

Dr. Neha Mehta

L. J. Institute of Management Studies; L J Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: June 2014

Abstract

In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their competitors do. Hence, the only means of increasing footfalls and sales of the store is differentiating it in the terms of visual merchandising. The study is aimed to “find out perception of consumers for apparel retail outlet in Ahmedabad”. Results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store.

Note: The copyright of the paper rests with the publishers who have made full paper available on the internet. For the commercial use of this paper permission from the publisher is needed.

Keywords: Atmospherics, Fixtures, Mannequin Display, Product Display, Props, Signage, Visual Merchandising, Window Display

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation: Suggested Citation

Mehta, Neha and Mehta, Neha and Chugan, Pawan Kumar, Consumer's Perception for Visual Merchandising of Lifestyle Apparel Stores (June 2014). International Research Journal of Marketing, Vol. 2, No. 3, August 2014, pp. 53-60, Sciknow Publication, New York, USA, Available at SSRN: https://ssrn.com/abstract=2472603