*Assistant Professor, NPR College of Engineering and Technology, Dindigul
**Principal, Nehru Institute of Information Tech. and Management, Coimbatore, India
Online published on 2 July, 2016.
This paper has studied various components of Virtual Merchandising at Jewellery retail outlets in Madurai city, Tamilnadu and it aims to find out how and to what extent jewellers incorporate visual merchandising, that appeals to the customers and lead to a potential purchase. The primary data was collected through a questionnaire from 600 respondents across Madurai city. AMOS, Correlation and Regression analysis was carried out to find out the relationship between dependent and independent variables. The major findings in the light of the objectives of this study were that most of Jewellers need to have attractive window displays, proper stores layout, appealing visual merchandising themes to attract present and potential customers into the outlet. It is also understood that the most important aspect of visual merchandising in Jewellery retailing is to have proper lighting and attractive display themes with numerous designs.
Visual Merchandising, Window Displays, Retail Layout, Price Talkers, Social Elements
