Abstract
The Effects of Visual Merchandising on Consumer’s Willingness to Purchase in the Fashion Retail Stores
Highlights
In the retail industry, visual merchandising plays a significant part
The first five questions were to measure the signified control variables, namely gender, age, marital status, educational level monthly income and seventeenth questions are used to measure independent, mediator and dependent variable, namely store layout, product display, and colour & lighting, cleanliness as independent variable, intention to purchase as dependent variable
59.27 percentage of respondent's monthly income was between 500-1000 USD, 12.36 percentage of respondents' monthly income was between 1001-1500 USD, 13.76 percentage of respondents' monthly income was between 1501-2000 USD, 9.27 per cent of the respondent’s monthly income was between 2001-2500 USD and 5.34 percentage of respondents' monthly income was 2001 USD or above
Summary
This enhances goods, promotes brands, boosts traffic and purchases, provides visual excitement by strategically placed and illuminated focal destinations in an atmosphere which usually defines and publishes overall personality and image in businesses and shops. It is all the consumers see and sound in a shop that excites their curiosity and wish (Bhatti & Latif, 2014; Mehta & Chugan, 2014; Gudonavičienė & Alijošienė, 2015; Bhattacharjee et al, 2020). This introduction is accompanied by the literature review, methodology, findings, conclusion as well as limitations and future studies
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