Visual merchandising practices of the apparel retail stores in Ludhiana City

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Date
2022
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Punjab Agricultural University, Ludhiana
Abstract
The present investigation was planned to study the visual merchandising practices of apparel retail stores in Ludhiana city. The survey regarding visual merchandising practices of apparel retail stores was conducted in four zones of Ludhiana. For the selection of apparel retail stores and customers, random sampling technique was used. Ten apparel retail stores from each zone (total 40) were selected randomly. Then out of these stores, five stores from each zone (total 20) were again taken for the selection of customers. A total of 120 customers were selected (6 customers each from 20 apparel retail stores) to collect the information regarding influence of visual merchandising elements on their buying behaviour. An interview schedule and information recording sheet were used for collecting data. The results indicated that majority of retailers belonged to age group of 20- 30 years and most of them were male visual merchandisers. Majority of the retail stores (72.50%) sell the men‟s clothing. Most of retail stores (82.5 %) had less than 5000 sq. ft area followed by 10 percent of retail stores which had area between 5000 to 10,000 sq. ft. The most significant criteria of visual merchandising was theme presentation, which was ranked first with weighted mean score of 5.9. Majority of the selected retail stores (93%) changed their window display after a week. It was reported that all the apparel retail stores used fixtures such as display racks and mannequins for displaying products followed by 92.50 and 47.50 percent of the stores which used grids and gondola shelves also, respectively. Around 55 percent of retail stores categorized their merchandise according to the size of product followed by 22.50 percent of the retailers, who assort their merchandise on colour basis. Visual merchandising entails strategies for attracting customers into a business in order to boost footfalls, which was ranked first by respondents with weighted mean score of 4.9. Around 37.50 percent of retailers stated that the budget for visual merchandising activities must be decided by the store. Around 35 percent of the retailers were inspired from their past experiences followed by 25 percent of retailers, who were inspired by the particular websites. It was also observed that majority of respondents (65%) face the problem of less time and space followed by the problem of social ethics and political constraints while implementing visual merchandising in the store. An equal percentage of male and female respondents were taken to study their buying behaviour based on visual merchandising. Most of the consumers were always compelled by eye catching window display and creative storefront theme displays. Consumers evaluate the store on the basis of comfortable shopping and easy accessibility of products to them. Further, it was found that most of the consumers always get excited while making impulsive purchase. Arrangement of products in the store according to colour combination always attract the consumers. Consumers eagerly buy the products during promotional offerings. Females were more influenced by store atmospherics, layout and window displays.
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Khushpreet Kaur (2022). Visual merchandising practices of the apparel retail stores in Ludhiana City (Unpublished M.Sc. thesis). Punjab Agricultural University, Ludhiana, Punjab, India.
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