Impact of visual merchandising on purchase intension (A mediating effect of brand image)

Zainab Ali 1, *, Qadeer Ahmed Kandhro 2, Hamza Hakim 3 and Muhammad Nazir khan 4

1 Department of Design & Merchandising, Iqra University, Pakistan.
2 Department of Economics, SZABIST Pakistan.
3 Department of Business & Commerce, Karachi University Business School, Pakistan.
4 Department of Public Administration, University of Karachi university, Pakistan.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 3205–3210.
Article DOI: 10.30574/ijsra.2024.13.1.1766
Publication history: 
Received on 11 August 2024; revised on 04 October 2024; accepted on 17 October 2024
 
Abstract: 
In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.
 
Keywords: 
Visual Merchandising; Store Interior Atmospherics; Store layout; Window display; Brand image; Purchase intension
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0