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... study is undertaken by analyzing the impact of various dimensions of merchandising display such as store appearance, lighting, music, window display, mannequins and price tags at reliance fresh stores in Jaipur city. It is found that these variables have impact on purchase choice of consumers. For data analysis, mean and standard deviation are used for descriptive statistics. Cronbach's alpha was used for determining the predictive validity and reliability of the variables used in the study. The hypothesis is tested by using One Sample T-test.