A Study of Consumer’s Perception for Apparel Retail Outlets in Terms of Visual Merchandising in Ahmedabad

New Perspectives in Marketing Communications, Eds. Sanjay Jain, Jayesh Aagja, Ashwini K. Awasthi, Institute of Management, Nirma University, Himalaya Publishing House, Mumbai, 2013, pp.16-36 © Nirma University, Ahmedabad

25 Pages Posted: 16 Feb 2013 Last revised: 1 Apr 2013

See all articles by Dr. Neha Mehta

Dr. Neha Mehta

L. J. Institute of Management Studies; L J Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: 2013

Abstract

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format. The study is aimed to “find out perception of consumers for apparel retail outlet in Ahmedabad”. Seven dimensions of visual merchandising viz. window display is excellent, atmospherics is excellent, product display is attractive, mannequin display is fantastic, fixtures are good, signages are good and props are good are studied and results reveal as to why visual merchandising is important for strategic marketing decisions to increase the sales of the stores. The study will help store managers to improvise on the dimension a particular store is weak and consequently improve the perceptions of the consumers towards the store.

Keywords: Visual Merchandising, Perceptual Mapping, retailing

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation

Mehta, Neha and Mehta, Neha and Chugan, Pawan Kumar, A Study of Consumer’s Perception for Apparel Retail Outlets in Terms of Visual Merchandising in Ahmedabad (2013). New Perspectives in Marketing Communications, Eds. Sanjay Jain, Jayesh Aagja, Ashwini K. Awasthi, Institute of Management, Nirma University, Himalaya Publishing House, Mumbai, 2013, pp.16-36 © Nirma University, Ahmedabad, Available at SSRN: https://ssrn.com/abstract=2217487

Neha Mehta

L. J. Institute of Management Studies ( email )

Near Nagdev Kalyan Mandir
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Ahmedabad, GA Gujarat 382210
India
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L J Institute of Management Studies

Near Nagdev Kalyan Mandir
Sarkhej Sanand Cross Road
Ahmedabad, Gujarat 382210
India

Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

Sarkhej Gandhinagar Highway
Ahmedabad, GUJARAT 382481
India

HOME PAGE: http://pawanchugan.wordpress.com

AIIM - Ahmedabad ( email )

Adani Shantigram, Vaishno Devi Circle
S.G. Highway
Ahmedabad, Gujarat 382421
India

HOME PAGE: http://pawanchugan.wordpress.com/

SPM - PDPU ( email )

Raisan
Gandhinagar, Gujarat 382007
India

HOME PAGE: http://pawanchugan.wordpress.com/

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