Impact of Visual Merchandising on Consumers’ Buying ChoiCe with referenCe to Reliance Fresh
作者: Anuja AgdayemawerMahesh Kumar
刊名: International Journal of Management, IT and Engineering, 2019, Vol.7 (12), pp.166-175
关键词: Visual MerchandisingConsumer PurchaseReliance FreshWindow Display
原始语种摘要: The importance of visual merchandising cannot be ignored in this era where many purchase decisions are influenced by displays and presentations in store. The main objective of this paper is to study the influence of visual merchandising, on consumer buying choice according to store attributes most valued by consumers. In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the area in which they can differentiate themselves is store presentation in terms of visual merchandising. To study which dimensions have an impact on purchase behavior of consumers, this...
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  • retail 零售
  • merchandising 商品推销
  • purchase 购买
  • buying 收买
  • choice 选择
  • store 记亿设备
  • importance 重要性
  • furnishing 客舱设备
  • statistics 统计
  • descriptive 描述的