Role of Visual Merchandising on Consumer Shopping Behaviour in Chhattisgarh (A Study of Urban and Rural Customers of Selected Area)

Purpose: To study the role of visual merchandising techniques adopted by the stores on the urban and adjacent residing rural customers of selected area of Chhattisgarh.

Methodology: This paper is based on both primary and secondary data. Primary data is being collected from 200 respondents outside the store in the form of questionnaire on various days of the week.

Findings: The outcome of our study depicts that visual merchandising if implemented by the store in the best possible manner can provide it with a cutting edge over its competitors available in the market and also to motivate and attract customers towards that store to enter and also stimulates their shopping behaviour in the store and sometimes leads to even impulse buying by the customers.

Originality: This paper is based on interpretation and analysis of original data collected from the respondents.

Practical Implications: The study shows the importance of visual merchandising on the part of store and its impact on various segments of consumers. After this study the stores may reframe their strategies of visual merchandising in a manner to attract more and more customers towards their store to increase their sales.

Research Limitations: Due to paucity of time and money the sample size is of 200 respondents which is quite small to represent the whole target population. Also there is a scope for future researcher to conduct similar study on large sample size and with other factors involvement too to get the more detailed insight of the same.