INVESTIGATING THE INFLUENCE OF VISUAL MERCHANDISING ELEMENTS ON CONSUMERS’ BUYING BEHAVIOUR IN APPAREL RETAIL STORES

Abstract

In order to keep retailers competitive in this largely online world, innovative visual merchandising has undoubtedly become the key importance. This study looks into the Hierarchy of Effects Model which illustrates the stages in advertising by highlighting the preferences of consumers. This study aims to investigate the influence of visual merchandising elements on consumers’ buying behaviour in apparel retail stores in Malaysia, specifically in the city of Kuantan in Malaysia. This study had adapted a quantitative research design. A questionnaire distributed to respondents at the age 18 and above. A total of 112 respondents had participated in the study. The results of the study show that a few elements like displays/pictures, colours, prices and celebrity endorsements are visual merchandising elements that were proven to positively influence the buying behaviour of consumers. The prices of items in clothing stores were found to be most influential visual merchandising elements whereas celebrity endorsements were the least influential element. The study also revealed gender and age factors do not have any significant influence on the preference of visual merchandising elements and consumers’ buying behaviour. Recommendations have been made by the researchers to take into consideration by future studies for further improvement in the research area.