IMPACT OF ORGANIZED RETAIL STORE MERCHANDISE VISIBILITY FACTORS ON CUSTOMER BEHAVIOR

Abstract

This study is aimed to analyse the impact of organized retail store Merchandise Visibilities factors on customer behavior. Here, organsied retail store Merchandise Visibilities factors such as music, lighting, scent smell, in-store signage, store decoration, merchandise visibility, colour graphics, store layout, air-conditioning, promotional display and cleanliness are the store Merchandise Visibilities factors considered as independent variables. Purchase intention is taken as a dependent variable. A sample of 580 customers is taken for the study based on the convenient sampling technique. Further, descriptive statistics, correlation and regression analysis are applied. It is found that store Merchandise Visibilities factors are having relationship with purchase intention of the customers in the organized retail store. Where, Perceived value of the store due to merchandise visibility, arrangement of the product and excited looking are the factors having positive influence on purchase intention. Whereas proper arrangement of products and hassle free shopping factors have negatively influenced on purchase intention. However, visibility of the products and orderly arranged products have not influenced the purchase intention.