Antecedents of Store Management Strategies and Visual Merchandising on the In-Store Engagement of Consumer Good Buyers: An Empirical Study

Visual merchandising is a presentation of merchandise as well as the store in order to attract the customer. In addition, it is an eye-catching technique by which the seller can appeal to more customers and convey the message to the customer what the store represents and offers to its potential customers. Currently, retailers are using various merchandising techniques to differentiate themselves from other competitors and to achieve market dominance by attracting the customers more effectively. Thus, the main purpose of this study is to analyze the antecedents of store management strategies and visual merchandising techniques on the in-store engagement of consumer goods buyers. The study was conducted to test how visual merchandising and exterior factors impact the store image and customer buying behavior. It is found that window display, fixture, color, and lightning are significantly associated with consumer buying behavior. Hence, in order to survive in a highly competitive market, it is important for retailers to use creative designs to efficiently present their stores to customers. The sample size of 1200 respondents was collected through primary and secondary data sources and was analyzed to achieve the aims of the study.