Proceedings of the 9th Annual International Conference on 4C’s-Communication, Commerce, Connectivity, Culture, SIMSARC 2018, 17-19 December 2018, Pune, MH, India

Research Article

Visual merchandising and interior design environment impact on consumer apparel buying behaviour with special reference to the apparel stores in Mumbai and Pune

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  • @INPROCEEDINGS{10.4108/eai.18-12-2018.2283808,
        author={K Raja Gopal and Vaishali Mahajan and Subhasis Sen and Rahul Hiremath and Richa Priya},
        title={Visual merchandising and interior design environment impact on consumer apparel buying behaviour with special reference to the apparel stores in Mumbai and Pune},
        proceedings={Proceedings of the 9th Annual International Conference on 4C’s-Communication, Commerce, Connectivity, Culture, SIMSARC 2018, 17-19 December 2018, Pune, MH, India},
        publisher={EAI},
        proceedings_a={SIMSARC},
        year={2019},
        month={9},
        keywords={apparel buying consumer buying behaviour impulse purchase behaviour floor merchandising},
        doi={10.4108/eai.18-12-2018.2283808}
    }
    
  • K Raja Gopal
    Vaishali Mahajan
    Subhasis Sen
    Rahul Hiremath
    Richa Priya
    Year: 2019
    Visual merchandising and interior design environment impact on consumer apparel buying behaviour with special reference to the apparel stores in Mumbai and Pune
    SIMSARC
    EAI
    DOI: 10.4108/eai.18-12-2018.2283808
K Raja Gopal1,*, Vaishali Mahajan1, Subhasis Sen1, Rahul Hiremath2, Richa Priya2
  • 1: Symbiosis Centre for Management and Human Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune
  • 2: Symbiosis International (Deemed University), Pune, India
*Contact email: k_rajagopal@scmhrd.edu

Abstract

The stores engaged in the pursuit of selling the Apparels are striving hard to acquire and retain the customers amidst stiff competitions. Visual Merchandising is the discipline that deals with the relationship between an object, the context in which it is placed and it's relevant image. It is imperative that the image of the product is such that customers gravitate towards it; this is done by ensuring that its placement context is enticing. There are innumerable apparel stores in the market nowadays. However, what gives each brand an edge is how they market their products; and this is where visual merchandising comes into play. An exploratory research is conducted to examine how the visual merchandising and interior design environment evoke desire to purchase the apparels. The objective of the study is to explore how the apparel buying behaviour is influenced by the visual merchandising. Through extensive literature review it has been found that the most suitable dependent variable would be impulse purchase behaviour. A total of 150 respondents were selected from Pune and Mumbai using simple random sampling technique. On analysis of the data through SPSS, the results reveal that floor merchandising, promotional electronic signage, mannequin display are the most statistically significant factors in impacting consumers’ impulse purchase behaviour.