How Visual Merchandising Shapes Apparel Buying Behavior?

Abstract

This study investigates how visual merchandising impacts the purchase decision with respect to apparel using accidental sampling technique and the total of 120 respondents. In order to evaluate the relationships between visual merchandising elements and consumer buying behavior, the current research adopts Structural Equation Modelling (SEM) as its primary analysis method. The research concludes the strategic significance of window displays, in-store positioning, and the model styling in influencing shopper behavior, embedded with actionable recommendations to develop a better merchandising strategy.