Apparel Industry

The Role of Visual Merchandising
in Apparel Purchase Decision

M Krishnakumar
As retail business is moving towards new phases, the emphasis is slowly changing
from the product to the spacethe storewhere all the things happen. The
shopping ambience becomes so important now, with retailers being interested
in giving their stores a contemporary and consumer-friendly design. Consumer
behavior, which was earlier termed as overt behavior, is a continuous
consumption process related to pre-purchase, purchase and post-purchase
issues. A store has to display the product in a way that it attracts the customer.
Visual merchandising is an art of displaying the things in an attractive way so
that it could attract the attention of the customer and persuade them to buy the
product. An effective visual merchandising will play a significant role in the
consumers purchase decision. This paper investigates the attitude of consumers
towards visual merchandising in apparel purchase decision.
Introduction
As the retail business moves from the product to the spacethe storewhere all
the things happen, the shopping ambience has become important now, with the
retailer giving their stores a contemporary and consumer-friendly design, and
consumers expecting to shop in a store with good ambience. Shopping has become
a brand experience rather than merely a transaction (Singh, 2009). The moment of
real purchase takes place at the point of purchase where the decision on how
much to buy is made. The stores future depends on what the consumer sees and
experiences at the store (Lamba, 2003). Retail design and visual merchandising
play a crucial role in creating this difference. Visual merchandising, also regarded
as a silent salesman, is the science and art of suggestive selling by display and
presentation. Visual merchandising focal points are placed strategically in the store
and communicate the features and benefits of the merchandise. An effective window
*
Associate Professor, Department of Fashion Management Studies, National Institute

of Fashion Technology, Dharmasala, Mangaattuparamba, Kannur 670 562, Kerala,
India. E-mail: m_krishna34@hotmail.com
The
Role IUP.
of Visual
Merchandising
2014
All Rights
Reserved. in Apparel Purchase Decision
37
display will attract the passerby and convert them into browsers and spenders
through the process of conversion. Retail companies are increasingly spending on
both the environment and the fixtures and stylish fittings, emphatic lighting and
digital signage, and are in for an international appeal and inviting feel (Nupur,
2009; and Arti, 2010).
Review of Literature
Consumer Behavior
Consumer behavior which was earlier termed as overt behavior is a continuous
consumption process related to pre-purchase, purchase and post-purchase issues.
This refers to the physical action of consumers that can be directly observed and
measured by others. According to Solomon and Rabolt (2004), consumer behavior is
the study of the processes involved when individuals or groups select, purchase, use
or dispose products, services, ideas or experiences, to satisfy their needs and desires.
According to Kardes (2002), consumer behavior is the study of human or consumer
responses to products and services; and the marketing of products and services.
The concept of modern consumer behavior is that people mostly buy products
not for what they do but for what they stand for. This concept implies that the
product plays a role beyond their functional purposes for which they are actually
meant. For example, among the products having similar or equal qualities or
features, a consumer may select the product which has an image. Consumers
tend to establish a relationship with the product they like (Paromita, 2007; Paul
and Olson, 2007; and Saumya et al., 2010).
Visual Merchandising
Every customer wants to see the product before they purchase. The store has to
display its products in a manner that attracts the customer. Visual merchandising
is an art of displaying the things in an attractive way so that it could attract the
attention of the customer and persuade them to buy the product. It is the use of
visual effects to stimulate the customers to buy. It is the means to communicate a
stores fashion message to a prospective customer. Visual statements made in the
store windows or displays are the customers first view with the store. And since
many similar fashions are available, creating a unique impression on the customer
is the basis for the survival of a retail store. So the display must effectively convey
the stores image and fashion focus. It is also termed as the silent salesperson
(Gopal, 2006; Martin, 2007; and Pooja, 2010).
Visual merchandising is a team effort involving management, merchandising
manager, visual merchandiser, sales associates and so on. Visual merchandising
is done based on merchandising themes. Merchandising themes are planned
many months in advance in conjunction with the seasons, store promotion and
arrival of new merchandise. Visual merchandising is related to retail merchandising.
38
The IUP Journal of Management Research, Vol. XIII, No. 1, 2014
The difference is that visual merchandising is the process of using appealing

visual effects to stimulate sales (Sharmila and Anjali, 2008), whereas retail
merchandising is the process of actually making those sales. The factors to be
considered while designing a store are:
Designing the sections keeping the various categories in mind;
The layout should be designed in such a manner that the flow of traffic
within the store is regulated; and
Front elevation is a crucial factor while designing/planning the store

(Ernest, 1987; Ellen, 2007; and Michael et al., 2008).
Designing a merchandise plan for the store. The architect should be able
to maintain and reveal the merchandise plan as it is the initial point for
any retail store design;
Visual merchandising uses fundamental design principles while working with

various materials and colors. A successful visual display is made in a variety of
forms like: themes, colors, mannequins, forms, fixtures, hangings, poles or stands,
platforms, paintings and wall-decoration, fabrics, table cloths and banners, tables
and furniture, lighting effect, accessories and props and music (Gini, 2005; Kisholo,
2008; and Vedamani, 2010).
Visual Merchandising Techniques

Visual merchandising techniques are mainly of two types: 1. Interior Display; and
2. Exterior or Window Display.
Interior Display
As a customer walks inside the store, the interior display should guide and persuade
the customer to purchase (Icfai University, 2003; and Retail Customer Experience
Magazine, 2008). The interior display of the store includes the following:
Store Layout: The plan that allocates a specific location or space to each
of the merchandise departments as well as each of the non-selling areas;
e.g., Mens wear, womens wear, etc.
Store Design: The decorative style or dcor used by the store to convey
the image it wants to project to the customer. This includes a selection of
wall-coverings, carpets, furnishings, shelves, dividers, pictures and
planters.
Display Space: Free spaces which are used for display, e.g., columns,
ledges (built in shelves), platforms, islands, fascia (shelves used to hide
recessed lighting), walls, shadow boxes and hangings.
Vignettes: A product or group of products shown in use in a special small

space is a vignette.
Item Display: A single garment or accessory may be featured in an item

display; different colors and sizes of one product.
The Role of Visual Merchandising in Apparel Purchase Decision
39
Assortment Display: A display that shows, identities and prices of each of

the style currently in a section of stock.
Other Types: The other types of interior display include:

Counter card: A hanging card which describes the good qualities
Signage: This refers to all the printed wordings that carry the stores
message to the customers and embodied in all manner of shapes and
forms, simple and elaborate (Newman and Peter, 2008).
Exterior Display
An exterior display attracts the prospective customers who pass by or who are at
a distance. The exterior display includes: window display and store front.
Window Display: A store window is useful for selling merchandise,

promoting an idea or publicizing the store. The primary function of a
window display is to make the passerby purchase. They are designed in
such a way that they convey one of the several different kinds of messages
to the customer, to show seasonal trends in fashion colors or looks, to
show how to wear a specific merchandise to achieve a particular look, or
to show what the store has available at various price lines (Business
Standard, 2006; and Sandhya, 2008). There are different types of window
displays used: (a) Closed-back window; (b) Corner window; (c) Elevated
window; (d) Island window; (e) Lobby window; (f) Masked window;
(g) Mock window; (h) Open-backed window; (i) Ramped or racked window;
and (j) Shadow-box window.
Store Front: The store front is the area that is surrounding the entrance
way. There are four different types of store fronts: (1) Straight front;
(2) Angled front; (3) Arcade front; and (4) Corner front.
Visual Merchandising in India

When compared to the western countries, visual merchandising in India is still at
its nascent stage. In western countries, it is very much organized and given
significant consideration in the corporate planning activities. But in India, it is in
the initial stage and is coming up very actively. Indian retailers have realized the
importance of visual merchandising in attracting the customers, increasing the
footfalls, providing unique shopping experience, and creating the actual purchase
(Images Retail, 2008; and Retail Biz, 2009). Retail companies are increasingly
spending on both the environment and the fixtures and stylish fittings; emphatic
lighting and digital signage for an international appeal and inviting feel. According
to the industry estimates, an average of
For example, Arrow spent about
25-40 lakhs is being spent per store.
2 crore on what it claims to be its largest store
in the world at Bangalore (4000 sq.ft). Wrangler had done up its most recent
40
store based on the cowboy theme to reflect its brand image. It spent about
1.5
crore on its 3000 sq.ft store in Bangalore. While most brands and retailers outsource
work to design houses both local and international, Future group has its own inhouse design company, Idiom, which employs close to 200 people who are
constantly working on design ideas. Globally, the store design concepts are changed
once in two to three years. In India, most of them do it in once in five years.
The store concept is changed once the market reaches saturation level (Srinivasan,
2006; The Economic Times, 2006; and Kishore, 2007).
Objectives of the Study

The study aims to achieve the following objectives:
To understand the attitude of consumers towards visual merchandising

in apparel purchase decision;
To create awareness among the retailers about visual merchandising;

and
To determine the visual merchandising factors that influence apparel

purchase decision.
Research Methodology
This study is exploratory in nature. The area selected for the study is Coimbatore,
Tamil Nadu, and is done during 2011. Coimbatore is a cosmopolitan city inhabited
by people belonging to different categories. The cost of living is medium and the
people give much importance to shopping experience. Non-probabilityconvenience sampling method was selected for the study. The respondents are
individuals of household. A sample size of 100 respondents was selected for the
study. Data was collected through a questionnaire survey (refer Appendix). The
questionnaire was given to the respondents with a request to return after
completing the same. The respondents were asked to rate their answers on a 5point Likert type scale ranging from 1 Highly Agree to 5 Highly Disagree.
Before applying this method, a pilot study for testing the questionnaire was
conducted. This reveals the weaknesses of the questionnaire, if any. Open-ended
questions were designed to get free responses from the respondents who give
actual facts. The data was analyzed and interpreted using simple percentage
analysis, ranking, Analysis of Variance (ANOVA) and t-test.
Results and Analysis

Descriptive Statistics
The demographic details showing the age, gender, occupation and qualification of
the sample are presented in Table 1.
41
Table 1: Descriptive Statistics

Age (Years)
No. of Respondents
< 18
Percentage
18-25
27
27
25-32
29
29
> 32
38
38
100
100
Male
58
58
Female
42
42
100
100
Business
18
18
Professional
31
31
Employee
23
23
Other
28
28
Total
100
100
School
Diploma
Undergraduate (UG)
45
45
Postgraduate (PG)
39
39
100
100
Total
Gender
Total
Occupation
Qualification
Total
Agreeability of Visual Merchandising Statements

It is observed from Table 2 that the overall weighted average is 1.807, which means that
a majority of the customers have responded between Highly Agree and Agree. This
shows that visual merchandising plays a significant role in the apparel purchase decision.
Table 2: Agreeability of Visual Merchandising Statements
S. No.
1.
Statements
Visual merchandising is helpful in
Dis- Highly
Highly
Agree Agree Neutral agree Disagree
48
44
38
56
43
50
making apparel purchase decision

2.
I prefer to shop in the store, where visual

merchandising is done attractively
3.
Store front plays important role in

attracting the customer
42
Table 2 (Cont.)
Statements
S. No.
4.
Dis- Highly
Highly
Agree
Neutral
Disagree
Agree
agree
Store design is also important in

purchasing criteria
5.
33
54
10
23
60
17
55
38
41
44
15
decision
33
46
17
Tend to buy on impulse
21
41
27
11
33
50
12
Total
368
483
123
26
Average
36.8
48.3
12.3
2.6
Percentage (%)
36.8
48.3
12.3
2.6
368* 483* 123*

26*
1=368 2=966 3=369 4=104
Visual merchandising done in accordance

with the merchandise theme
increases the chance of buying decision
6.
Good lighting will enhance apparel

buying decision
7.
Good mild music will create mood and

induce the purchase decision
8.
9.
Like to see catalogues to make purchase
10. Visual merchandising with related

accessories will increase chances
of purchase decision
Weighted Sum
1807/1000 = 1.807
Weighted Average
Ranking Analysis
Ranking of Visual Merchandising Factors
It is observed from Tables 3 and 4 that the total weighted average shows that
Quality gets Rank 1, Color gets Rank 2, Style/Design gets Rank 3, Size gets
Rank 4, Price gets Rank 5 and How to Dress gets Rank 6.
Table 3: Ranking of Visual Merchandising Factors
Factors
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Total
Style/Design
20
17
18
25
12
100
Color
12
22
27
24
100
Price
16
14
13
25
24
100
Quality
31
22
17
10
11
100
How to Dress
11
15
11
15
39
100
Size
20
10
10
22
32
100
43
Table 4: Weighted Average Ranking of Visual Merchandising Factors

Factors
Rank
1
Rank
2
Rank
3
Rank
4
120
85
72
75
16
12
380
63.33
Color
72
110
108
72
18
386
64.33
Price
48
80
56
39
50
24
297
49.50
186
110
68
30
22
425
70.83
66
75
36
33
30
39
279
46.50
120
50
40
66
64
346
57.67
Style/Design
Quality
How to Dress
Size
Rank Rank Total Weighted

5
6
Avg.
Rank
Average Rank: Age of the Respondents vs. Visual Merchandising

It is observed from Table 5 that consumers below 18 years of age gave Color
Rank 1, whereas other age group consumers gave Quality Rank 1, for visual
merchandising.
Table 5: Average Rank Age of the Respondents vs. Visual Merchandising

Age
(Years)
<18
18-25
25-32
> 32
Visual
Merchandising
Mean
Rank
Mean
Rank
Mean
Rank
Mean
Style/Design
4.33
2.96
3.28
3.13
Color
2.17
3.48
3.28
2.95
Price
5.17
3.81
3.72
4.24
Quality
3.50
2.52
2.86
2.71
How to Dress
3.00
4.63
4.41
3.95
Size
3.17
3.44
3.48
3.71
Rank
H0:There is no significant difference between the opinions about visual

merchandising among the age groups.
It is observed from Table 6 that the F-value is less than the table value, so the
null hypothesis is accepted. It means that there is no significant difference between
the opinions about visual merchandising among the age groups.
44
Table 6: ANOVA: Single Factor Opinion About Visual Merchandising

Among the Age Groups
Source of Variation
SS
Between Groups
df
MS
F-Value p-Value
0.039283
0.013094
Within Groups
11.435900
20
0.571795
Total
11.47518
23
F-Crit
0.022901 0.99515 3.098393
Note: SS Sum of Squares; MS Mean Square; df Degrees of freedom.
Average Rank: Gender of the Respondents vs. Visual Merchandising

It is observed from Table 7 that male consumers gave Quality Rank 1 and How to
Dress Rank 6, for what they see as visual merchandising, whereas female
consumers gave Quality Rank 1 and Price Rank 6.
Table 7: Average Rank Gender of the Respondents
vs. Visual Merchandising
Female
Male
Gender
Visual Merchandising
Mean
Rank
Mean
Rank
Style/Design
3.24
3.14
Color
3.03
3.29
Price
4.02
4.05
Quality
2.62
2.93
How to Dress
4.36
4.00
Size
3.52
3.57
H0:There is no significant difference in the opinions about visual merchandising

between male and female consumers.
It is observed from Table 8 that the F-value is less than the table value, so the
null hypothesis is accepted. It means that there is no significant difference in the
opinions about visual merchandising between male and female consumers.
Table 8: ANOVA Single Factor Opinion About Visual
Merchandising Between Genders
Source of Variation
SS
df
MS
Between Groups
0.0030080
0.003008
Within Groups
3.1218830
10
0.312188
Total
3.124892
11
F-Value
p-Value
F-Crit
0.009636
0.923741
4.964591

45
Average Rank: Occupation of the Respondents vs. Visual

Merchandising
It is observed from Table 9 that business group consumers gave Quality Rank 1
and Price Rank 6, professional and other group consumers gave Quality Rank 1
and How to Dress Rank 6, employee group consumers gave Style/Design Rank 1
and How to Dress and Price both Rank 5, for what they see as visual
merchandising.
Table 9: Average Rank Occupation of the Respondents
Occupation
Business
Professional
Other
Employee
Visual
Merchandising
Mean
Rank
Mean
Rank
Mean
Rank
Mean
Style/design
3.50
3.29
2.83
3.21
Color
3.06
3.00
3.13
3.36
Price
4.56
4.06
4.09
3.61
Quality
2.67
2.94
2.96
2.43
How to dress
3.44
4.55
4.09
4.43
Size
3.61
3.13
3.65
3.86
Rank

among occupation groups.
It is observed from Table 10 that the F-value is less than the table, value so the
null hypothesis is accepted. It means that there is no significant difference in the
opinions about visual merchandising among the occupation groups.
Table 10: Anova: Single Factor Opinion
Visual Merchandising Among the Occupation Groups
Source of Variation
SS
Between Groups
0.00435
Within Groups
8.0173
Total
8.02165
df
3
20
MS
0.00145
F-Value
p-Value
F-Crit
0.003617
0.999689 3.098393
0.400865
23
Average Rank: Qualification of the Respondents vs. Visual

Merchandising
It is observed from Table 11 that school group consumers gave Quality Rank 1
and Style/Design and How to Dress equally Rank 5, diploma group consumers
gave Quality Rank 1 and How to Dress Rank 6, UG group consumers gave Quality
46
Rank 1 and Price Rank 6, PG group consumers gave Style/Design Rank 1 and How
to Dress Rank 6, for what they see as visual merchandising.
Table 11: Average Rank Qualification of the Respondents
Qualification
School
Diploma
Undergraduate
(UG)
Postgraduate
(PG)
Visual
Merchandising
Mean
Rank
Mean
Rank
Mean
Rank
Mean
Style/Design
4.13
3.88
3.38
2.67
Color
2.88
2.75
2.87
3.59
Price
3.50
4.00
4.60
3.49
Quality
2.25
2.50
2.76
2.90
How to Dress
4.13
4.00
3.91
4.62
Size
4.00
3.13
3.38
3.72
Rank

among qualification groups.
It is observed from Table 12 that the F-value is less than the table value, so
the null hypothesis is accepted. It means that there is no significant difference
between the opinions about visual merchandising among the qualification
groups.
Table 12 : Anova: Single factor Qualification of the Respondents
Source of Variation
SS
df
MS
Between Groups
0.056567
0.018856
Within Groups
9.950833
20
0.497542
Total
10.0074
F-Value
p-Value
F-Crit
0.037897
0.989832
3.098393
23
ANOVA
Total Agreeability Factors vs. Age of the Respondents
H0:The age of the respondents has no significant influence on agreeability factors
considered in the study.
It is observed from Table 13 that F-value is greater than the table value, so the
null hypothesis is rejected. It means that the age of the respondents has significant
influence on agreeability factors considered in the study.
47
Table 13: ANOVA - Total Agreeability Factors vs. Age of the Respondents
Sum
Sum of Squares
Between Groups
Within Groups
Total
df
Mean Square
45.724
15.241
1176.786
96
12.258
1222.510
99
F-Value
1.243
Sig.
0.298
Total Agreeability Factors vs. Occupation of the Respondents

H0: The occupation of the respondents has no significant influence on agreeability
factors considered in the study.
null hypothesis is rejected. It means that occupation of the respondents has
significant influence on agreeability factors considered in the study.
Table 14: ANOVA Total Agreeability Factors
vs. Occupation of the Respondents
Sum
Sum of Squares
df
Mean Square
Between Groups
307.729
102.576
Within Groups
914.781
96
9.529
1222.510
99
Total
F-Value
10.765
Sig.
0.000
Total Agreeability Factors vs. Qualification of the Respondents

H0: The qualification of the respondents has no significant influence on agreeability
factors considered in the study.
null hypothesis is rejected. It means that qualification of the respondents has
significant influence on agreeability factors considered in the study.
Table 15 : ANOVA Total Agreeability Factors
vs. Qualification of the Respondents
Sum
Between Groups
Within Groups
Total
Sum of Squares
df
Mean Square
204.668
68.223
1017.842
96
10.603
1222.510
99
F-Value
Sig.
6.435
0.001
t-TEST
t-Test: Total Agreeability Factors vs. Gender of the Respondents
It is inferred from Table 16 that the t-test analysis is performed between agreeability
factors in the study and gender of the respondents. The mean value of male
respondents is 18.33 and standard deviation is 3.26; the mean value of female
48
respondents is 17.71 and standard deviation is 3.85. According to the t-test analysis,
t-value is 0.860 and p-value is 0.392, which is greater than the level of significance.
It is not significant and hence it is concluded that the gender of the respondents
has no significant influence on agreeability factors.
Table 16: t-test Total Agreeability Factors vs. Gender of the Respondents
Gender
Mean
SD
t-Value
p-Value
S/NS
0.860
0.392
Not Significant
Male
58
18.33
3.26
Female
42
17.71
3.85
Findings of the Study

The major findings of this study are as follows:
48% of the respondents agreed that visual merchandising is helpful in

making apparel purchase decision.
56% of the respondents agreed to be preferring to shop in the store

where visual merchandising is attractive.
50% of the respondents agreed that the store front plays an important
role in attracting the customers.
54% of the respondents agreed that store design is also an important

criterion for making a purchase.
60% of the respondents agreed that visual merchandising should be done

in accordance with the merchandise theme.
55% of the respondents highly agreed that good lighting will enhance
apparel buying decision.
44% of the respondents agreed that mild music creates good mood and
induces the purchase decision.
46% of the respondents like to see catalogs to make purchase decision.
41% of the respondents tend to buy on impulse.
54% of the respondents agreed that visual merchandising related to

accessories will change the purchase decision.
A majority of the respondents prefer quality and color.
Average Rank
Quality and style design are mostly preferred by respondents in the age
group of above 32 years.
Male respondents prefer more factors then female respondents.
49
Quality and style design are mostly preferred by employees and diploma holders.
ANOVA
Age of the respondents has no significant influence on agreeability factors

considered in the study.
Occupation of the respondents has a significant influence on the

agreeability factors considered in the study.
Qualification of the respondents has a significant influence on the

agreeability factors considered in the study.
t-Test
Gender of the respondents has no significant influence on the agreeability

factors.
Conclusion
The study shows that visual merchandising plays a significant role in apparel
purchase decision of the consumers. Customers expectations change periodically
and retailers must realize the significance of these expectations and offer them a
congenial environment to attract and retain them. The customers now demand
the state-of-the-art service, global standard of the product, and a shopping
experience on a par with international level (Thirulogochander and Jarang, 2006).
In the retailers strategy, visual merchandising facilitates creating an innovative
platform to present merchandise in 3D environment, thereby making it possible
to have a long-lasting impact on the customer and recall value. Apparel retailers
must consider various factors like store design, layout, store front, display themes,
lighting, music, etc. while making visual presentation. Visual merchandising
requires innovative, creative and presentation expertise, and also requires good
planning. Retailers should allocate certain percentage of their sales for visual
merchandising. It gives a competitive advantage and facilitates in creating an
overall image of the store. As organized retailing gains momentum, there is no
doubt that visual merchandising will play a significant and crucial role in apparel
retailing in the future.
Limitations of the Study: The survey is mostly restricted to small, local population
sets. The sample size is limited, therefore, the data does not represent the actual
facts. Time constraint and bias on the part of the respondent while answering the
questions are also some other limitations of the study.
Suggestions: The study includes the following suggestions:
Much consideration and emphasis should be given to store design and

store front so that they are very attractive to the customers.
50
The display should be done using themes mainly in accordance with the
merchandise being sold.
Playing mild music will influence the consumers buying behavior. The music
played depends on the merchandise being sold and the target audience,
and also it depends on the time and occasion. Devotional music may be
played during the morning hours and other mild music during other hours
(Kisholo, 2008).
Proper and effective lighting should be done to enhance the display effects.
The factors to be considered in lighting decisions are type, color, location,
intensity of the light, etc.
Attractive and detailed catalogue may be prepared and kept in the store
for customers reference to help them make effective and efficient decisions.
Apparel retailers should include a significant proportion of related

accessories and impulse items in their Stock Keeping Units (SKUs) to enable
more and additional sales.
Scope for Future Study: The present study focuses on the respondents in
Coimbatore city only. The same study could be conducted in different cities to
understand the similarity of consumer behavior towards visual merchandising in
apparel purchase decision. Further, the study can focus on the rural and urban
population to find out if there is any difference in opinion between them. More
number of factors contemporary to the study period may be included.@
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51
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Appendix
Questionnaire: Implications of Visual Merchandising in Apparel Purchase
Decision in Coimbatore, Tamil Nadu
Please ) in the correct box

S.
No.
Statements
1.
Visual merchandising is helpful in making apparel

purchase decision.
2.
You prefer to shop in the store where visual

merchandising is done attractively.
3.
Store front plays an important role in attracting the

customer to the store (or) you will be attracted by
good store front.
4.
Store design is also an important purchasing

criterion.
5.
Visual merchandising done in accordance with the

merchandise theme increases buying decision.
6.
Good lighting will enhance apparel buying decision.
7.
A good mild music will create mood and induce the

purchase decision.
53
Appendix (Cont.)
S.
No.
Statements
8.
You like to see catalogs to make your purchase

decision.
9.
You tend to buy on impulse, as seeing the PoP (point

of Purchase) display near the cash counter.
10.
Visual merchandising with related accessories will

increase chances of purchase.
11.
You see visual merchandising to know about
Style / Design
Color
Price
Quality
How to Dress
Size
Note: 1 Highly Agree; 2 Agree; 3 Neutral; 4 Disagree; 5 Highly Disagree.
12.
Respondents Detail
1.
Name
---------------------------------------------------------
2.
Age (Years)
--------------------------------------------------------
3.
Gender
Male
Female
4.
Occupation
Business
Professional
Employee
Other
School
Diploma
Undergraduate
Postgraduate
5.
Qualification
Reference # 02J-2014-01-04-01
54
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The Role of Visual Merchandising

in Apparel Purchase Decision

Associate Professor, Department of Fashion Management Studies, National Institute

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

The difference is that visual merchandising is the process of using appealing

Designing the sections keeping the various categories in mind;

Front elevation is a crucial factor while designing/planning the store

Visual merchandising uses fundamental design principles while working with

Visual Merchandising Techniques

Vignettes: A product or group of products shown in use in a special small

Item Display: A single garment or accessory may be featured in an item

The Role of Visual Merchandising in Apparel Purchase Decision

Assortment Display: A display that shows, identities and prices of each of

Other Types: The other types of interior display include:

Window Display: A store window is useful for selling merchandise,

Visual Merchandising in India

25-40 lakhs is being spent per store.

2 crore on what it claims to be its largest store

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

Objectives of the Study

To understand the attitude of consumers towards visual merchandising

To create awareness among the retailers about visual merchandising;

To determine the visual merchandising factors that influence apparel

Results and Analysis

Table 1: Descriptive Statistics

Agreeability of Visual Merchandising Statements

making apparel purchase decision

I prefer to shop in the store, where visual

Store front plays important role in

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

Store design is also important in

Tend to buy on impulse

368* 483* 123*

Visual merchandising done in accordance

Good lighting will enhance apparel

Good mild music will create mood and

Like to see catalogues to make purchase

10. Visual merchandising with related

The Role of Visual Merchandising in Apparel Purchase Decision

Table 4: Weighted Average Ranking of Visual Merchandising Factors

Rank Rank Total Weighted

Average Rank: Age of the Respondents vs. Visual Merchandising

Table 5: Average Rank Age of the Respondents vs. Visual Merchandising

H0:There is no significant difference between the opinions about visual

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

Table 6: ANOVA: Single Factor Opinion About Visual Merchandising

0.022901 0.99515 3.098393

Note: SS Sum of Squares; MS Mean Square; df Degrees of freedom.

Average Rank: Gender of the Respondents vs. Visual Merchandising

H0:There is no significant difference in the opinions about visual merchandising

Note: SS Sum of Squares; MS Mean Square; df Degrees of freedom.

Average Rank: Occupation of the Respondents vs. Visual

H0:There is no significant difference in the opinions about visual merchandising

Note: SS Sum of Squares; MS Mean Square; df Degrees of freedom.

Average Rank: Qualification of the Respondents vs. Visual

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

H0:There is no significant difference in the opinions about visual merchandising

Note: SS Sum of Squares; MS Mean Square; df Degrees of freedom.

Total Agreeability Factors vs. Occupation of the Respondents

Total Agreeability Factors vs. Qualification of the Respondents

The IUP Journal of Management Research, Vol. XIII, No. 1, 2014

Findings of the Study

48% of the respondents agreed that visual merchandising is helpful in

56% of the respondents agreed to be preferring to shop in the store