Effect of Demographic Factors on Influence of Visual Merchandise Towards Gold Jewellery industry

Abstract

The ever changing retailing Industruy facing end number of challenges to attract the customers. For the same, Visual merchandise is acting as one of the strong influencing element to bring traffic in the store. The aim of the study is to identify the impact of demographic factor on consumer buying behaviour towards gold jewellery. 102 respondents of Surat city was surveyed. The Kruskal Wallis test and Mann-Whitney test was applied. The implications of the finding would helpful to academicians and marketers. Key words : Visual merchandise, Gold jewellery, Demographic factors, Consumer Behaviour, Retail interior and exterior