n Gender and Behaviour - Visual merchandising displays - functional or a waste of space in apparel retail stores?




This study explored consumers' perceptions towards visual merchandising displays and to determine which aspects of visual merchandising displays are the most important to consumers. The primary research question posed by the literature was to determine which aspects of visual merchandising displays are relevant and important to consumers. The findings showed that a prominent visual stimulant and important aspect of visual merchandising displays was colour, which creates visual attraction and stimulation. Other important aspects of visual merchandising that were identified were the positioning of displays and the use of space, lighting as well as the neatness of displays. A further important aspect that was noted was that visual merchandising displays should provide information about the products sold in store. It became clear from the findings that visual merchandising displays have a functional role to play in apparel marketing.


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