Identify the Factors of Visual Merchandising on Customer Behavior on Apparel Sector (With reference to Colombo District)

Abstract

Apparel industry is one of the fast-growing industries in Sri Lanka. So Due to increasing high competition in retail sector and the similarity of selling same merchandise. Therefore, now days every marketer pays more attention to visual merchandising aspect to attract the customers and to survive in the industry. The purpose of this research is to study the identify factors of visual merchandising on customer purchasing behavior on apparel in Colombo district. Hence, the problem of the study is “what are the factors affecting for customer purchasing behavior on apparel”, the main objective of the study is to identify the factors of visual merchandising on customer purchasing behavior. There is one sub objective of the study is to find out the demographic factors of respondents that affecting to the overall shopping experience. The data was collected by Google form from the selected of sample of the customers who visit selected retail shops, the sample size was decided by “Yamane” calculation method. Factor analysis chi square test, Descriptive statistics used to analyze the collected data. According to the result of analysis, the factors that affecting to the customer purchasing behavior of retails shops has been identified namely, Facilities of shopping, time saving and comfortable environment which are evident from the analysis that out of 10 factors given. Gender education level, monthly income of the respondents’ is affecting the shopping experience.