introduction to visual merchandising and relation to the consumer
Introduction to Visual Merchandising: The visual merchandiser is aware of the retail strategy and the company goals of the retailer in order to project the same in the store. Earlier retailers used advertising as the only media to attract customers to the store.
The main objective of this paper is to study the influence of visual merchandising, especially the one related to the shop windows, on consumer buying behaviour according to the sex, and to the store attributes most valued by consumers in shopping centres.