A STUDY ON THE PERCEPTION OF CONSUMERS TOWARDS VISUAL MERCHANDISING OF BRANDED APPAREL IN GUJARAT RETAIL OUTLETS

The current competitive scenario in all industries is characterised by significant cutthroat competition, and corporations and retailers are virtually always willing to pay for undifferentiated merchandise in the Postmodern Era. Retailers in the modern-day use merchandising as a means to set themselves apart from the competition, increase their visibility in the marketplace, and win over customers. Customers' impressions of the store will determine its fate. Consumers' propensity to spend extra time and money at a business is strongly influenced by first impressions of the store and its shopping environment. To this end, visual merchandising principles should be studied in depth. Visual merchandising strategically positions a company's products or brands near the checkout counter. Visual merchandising is widely acknowledged as an efficient method of selling products. This research aims to establish whether retailers' use of visual merchandising influences customers to make more impulsive purchases. Primary data collected from those being questioned formed the basis for this education. The study's target population consists of 250 consumers in Gujarat.