Visual merchandising components and its impact on customer purchase intention

Retailing scenario has evolved over time. With the changing needs of the consumers, retailers has seen the evolution of various retail formats. The survival of a retailer is solely dependent on the footfall of the customers. In order to increase footfalls retailers need to attract more customers to their stores. Retailers are trying to attract more customers by using promotional measures and changing the style of operations. One such measure to increase the purchase is visual merchandising. The art of displaying merchandise such that it appeals to the eyes of the customer is called visual merchandising. The purpose of visual merchandising is to attract the customers, engage them and motivate them towards making a purchase. The researcher in the paper wants to see that whether visual merchandising has any impact on the purchase intention of the customer. Elements of visual merchandising viz. storefront, store interior, store layout and interior display are considered for the study.

A primary research was conducted to collect data from the customers. A five point Likert's scale was used to measure the responses of the customers. The data analysis showed that interior display, store layout and store interior lighting had an impact on the customerpurchase intention.