Volume : VIII, Issue : VII, July - 2019

A STUDY ON SATISFACTION OF CUSTOMERS TOWARDS VISUAL MERCHANDISING

Mrs. P. Rajeswari, Dr. T. Ragunathan

Abstract :

Visual merchandising has been adopted by the retailers as a strategy to attract the customers. There are various types or elements of visual merchandising including window display, store layout, mannequins, etc. The purpose of visual merchandising is to draw the attention of the customers and to increase their impulse buying behaviour. It has been widely followed by the retailers and most of these elements have been successful. However, the previous research studies have given little importance to the awareness and satisfaction of customers towards visual merchandising. Hence, an attempt has been made in this study to assess the level of awareness and the level of satisfaction of customers towards the selected elements of visual merchandising. The study has been conducted among 150 customers of Reliance Mall in Erode who have been selected under mall intercept method. Chi square test and Multiple regression analysis have been to analyze the data. The results revealed that frequency of visit has influenced the awareness on Interior designs, Mannequins, Point of purchase display and Seasonal displays while the satisfaction on point of purchase display and seasonal displays have not contributed towards the overall satisfaction of the customers towards visual merchandising

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Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

A STUDY ON SATISFACTION OF CUSTOMERS TOWARDS VISUAL MERCHANDISING, Mrs. P. Rajeswari, Dr. T. Ragunathan GLOBAL JOURNAL FOR RESEARCH ANALYSIS : Volume-8 | Issue-7 | July-2019

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