Published Paper Details:

In the competitive world for the Apparel industry, the purpose of visual merchandising is to attract, engage and motivate the customer towards making a purchase, where it creates an impact on the consumer buying behavior. In this study, visual merchandising elements are categorized into two sections, exterior and interior elements for analysis and conclusions. Exterior elements are exterior signs, marquees, entrance, window displays. Interior elements are mannequins, colors, lightings, cleanliness, music, interior signs, space & layouts, creative display, video display, focal points, and fragrance. . The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting Malls. From the collected data it was showed that there were clearly shows that the selected visual merchandising elements have a positive impact towards consumer buying behavior. 96% of the sample population accepted they believe those elements had influenced them to attract, engage or motivate them to experience the merchandise assortments. From the study, it was found that window display and mannequins are the highly influencing elements and also color combinations, lighting, use of music and creative display also has a great influence over consumer buying behavior.