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- Title
Positioning through visual merchandising: Can multi-brand outlets do it?
- Authors
Bist, Siddarth Singh; Mehta, Neha
- Abstract
With rising competition in the apparel retail industry in India, multi-brand outlets need to create a particular store image in consumers' minds to ensure consumer loyalty and sales. Past studies indicate the impact of visual merchandising (VM) on store image, but few studies discuss how VM can help instore positioning. The current study explores how VM elements can be used for store positioning. The study employed a survey-based approach using a structured questionnaire to find the perception of 385 males and females of the 18e25 age groups belonging to one of India's largest cities, Ahmedabad, regarding VM The multi-branded retail outlets selected for the study were - Pantaloons, Westside, Ahmedabad Central, Brand Factory, and Shoppers Stop. The VM elements identified through a literature review were - atmospherics, window display, mannequin display, product display, signages, fixtures, and store props. In addition, discriminant analysis was used to generate a perceptual map, which revealed the unique position of each store in the consumer's mind based on different VM elements. Findings suggest that different combinations of VM elements can help multi-branded retail stores position themselves successfully in the shoppers' minds.
- Subjects
INDIA; GEOGRAPHICAL perception; LITERATURE reviews; SHOPPERS Stop Ltd.; CLOTHING industry; CUSTOMER loyalty; RETAIL stores; RETAIL industry; OUTLET stores
- Publication
Asia Pacific Management Review, 2023, Vol 28, Issue 3, p267
- ISSN
1029-3132
- Publication type
Article
- DOI
10.1016/j.apmrv.2022.10.004