ANTECEDENTS OF VISUAL MERCHANDIZING DECISIONS: AN EMPIRICAL EVIDENCE
Keywords:
Store Layout, Store Ambience, Purchase Decision, Sports ApparelsAbstract
The primary purpose of this article is to evaluate the antecedents of decision making process in the Indian context. This article examines the role of store layout towards purchase decision. Furthermore, this paper also examines the influence of store ambience towards purchase decision. Adopting an empirical research design, a standardized questionnaire was employed to analyze the formulated research objectives. The geographical area of this study was carried out in retail outlets of leading sportswear brands in Bengaluru. Simple Random Sampling technique was used in this paper to collect data. After eliminating double-barreled statements, 312 completed responses remained (79.39% response rate). The proposed conceptual framework – “Visual Merchandizing Decisions Model” was tested using Structural Equation Modeling. The findings disclosed that there is significant impact of store layout and store ambience towards purchase decision with regard to sports apparels.
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