Published Paper Details:

This study examines the impact of visual merchandising on sales performance and customer buying behavior in the retail sector, with special reference to Ayodhya. Visual merchandising plays an important role in attracting customers and influencing their purchase decisions through elements such as store layout, lighting, window displays, and product arrangement. The study is based on primary data collected from 200 respondents using the convenience sampling method. A structured questionnaire based on a Likert scale was used for data collection. The collected data was analyzed using Spearman's correlation method to examine the relationship between visual merchandising, sales performance, and customer buying behavior. The results indicate a strong and positive relationship between the variables, showing that effective visual merchandising significantly influences customers and improves sales performance. It was also observed that customers are more likely to purchase from stores that are visually attractive and well-organized. The study concludes that visual merchandising is a valuable tool for retailers to enhance customer experience and increase sales. It suggests that retailers in Ayodhya should focus on improving visual elements to attract more customers and achieve better business outcomes.