APPAREL BUYING BEHAVIOUR OF COLLEGE BOYS AND GIRLS IN RELATION TO VISUAL MERCHANDISING: A COMPARATIVE STUDY
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Date
2018
Authors
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Journal ISSN
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Publisher
MPUAT, Udaipur
Abstract
Apparel buying behaviour of college boys and girls in relation to visual
merchandising: A comparative study
Apparel is one of the basic needs of human beings.Visual merchandising is the art of
creating visual displays and arranging merchandize assortments within a store to
improve the layout, increase growth, sales andprofitability. Visual
merchandisinghelps to attract the customers, towards the displayed products and also
improves the shopping experience for customer by sending the right message about
the merchandise and presenting it in a unique manner. In India College students are
one of the most attractive segments as they have their own attitude, personality,
perception and beliefs based on their prior shopping experiences. Boys and girls due
to their different upbringing and socialization along with various other social,
biological, and psychological factors depict different types of behavior at various
situations.
The present study was undertaken to find out the role of visual merchandising on
apparel buying behavior and factors influencing buying behaviour regarding visual
merchandising. To achieve the objective of the current study, survey was carried out
on 180 college students (90 boys and 90 girls) between the age range of 25-35 years
of Udaipur city, studying in management colleges i.e. Pacific College of
Management, Faculty of Management studies, Maharaja College of Management.
Major findings revealed that maximum boys (42.2%) purchased apparel within 2-3
months and maximum girls (41.1%) purchased within a month.Majority of boys
(40%) preferred to buy apparels from exclusive showrooms whereas majority of girls
(52.2%) preferred to buy from shopping malls and online buying.Maximum boys
(56.6%) obtained information for new apparels from friends, whereas maximum girls
61
(43.3%) took information from displays.For the boys, brand was the very important
factor while purchasing apparels, but for girl’s aesthetics, quality, texture, fashion and
visual merchandising were the important factors. Maximum boy’s (55.5%) purchased
apparel according to need, whereas(58.9%) girls purchased their apparels frequently
according to season. Majority of boys and girls (72.2% and 82.2%) stated that
effective visual merchandising induces impulsive buying. Both respondents (boys
75.5% and girls 80%) agreed that their final buying decision is affected by visuals and
display of apparels.It can be concluded that visual merchandising practices influence
college students (boys and girls) apparel buying behavior and it was found that there
was a direct relationship between the college student’s impulsive buying behavior and
visual merchandising and girls were highly influenced by visual merchandising
factors as compared to boys.
From the Chi- Square value it was found that, there was a significant relationship
between boys and girls buying behaviour regarding frequency of apparel purchase,
source of information for new apparel purchase, and factors affecting apparel
purchase at 5% level of significance. On the basis of z value there was significant
difference between boys and girls buying behaviour regarding impulsive buying
behavior, influence of window display and mannequin display and there was no
significance difference between boys and girls regarding floor merchandising,
promotional offers and store ambience.
Key Words: Visual merchandising, window display, floor merchandising, mannequin
display, promotional offers, store ambience
Description
Apparel buying behaviour of college boys and girls in relation to visual
merchandising: A comparative study
Keywords
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Citation
Kaur, M. and Babel, R.