|
|||||||||||||||
|
INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
||||||||||||||
Issue: April 2024
Volume 9 | Issue 4
Review Result and Publication of Paper within : 2-3 days
Click Here For more DetailsFor Authors
Forms / Download
Published Issue Details
Editorial Board
Other IMP Links
Facts & Figure
Impact Factor : 8.76
Issue per Year : 12
Volume Published : 9
Issue Published : 95
Article Submitted :
Article Published :
Total Authors :
Total Reviewer :
Total Countries :
Indexing Partner
Join RMS/Earn 300
Licence
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
|
Published Paper Details
|
|
| Paper Title: | A Study of Online Visual Merchandising Elements (OVME) of Indian Fashion Brands and Their Impact on Customer Behavior |
| Authors Name: | Aditya Upadhyay , Dr. Sangeeta Jauhari , Dr. Vijay Singh |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_199161
|
| Published Paper Id: | IJNRD2306260 |
| Published In: | Volume 8 Issue 6, June-2023 |
| DOI: | |
| Abstract: | This research paper is the outcome of a study of Visual Merchandising Elements of an apparel retail store and their impact on behavior of customers. It is an attempt to identify the most appealing elements of VM. The general purpose of Visual Merchandising is to attract, invite, educate and motivate the customers to purchase merchandise being sold in the store. Online Visual Merchandising Elements (OVME) have been categorized into two major segments: High Task Relevant Environment (HRE) and Low Task Relevant Environment (LTRE). further both in total have five categories under LTRE there are two (atmospheric feature and registration) and HTRE includes three (web navigation, web graphics and product demonstration). If we go further we can see there are thirteen elements within category - background color, text color, atmospheric features, and registration requirement within LTRE; site map, search engine, website geometry, presentation format, product view dimensionality, apparel color, product display method, and mix/match option within HTRE. After this 55 sub- elements were identified 17 sub elements within LTRE group and 38 sub elements within HTRE group. For this study, four leading MBOs of India were selected which are Fashion at Big Bazar (FBB), Lifestyle, Shoppers stop and Reliance Trends. All these four retailers are department stores dealing into multiple brands, offer both apparels and accessories and have presence pan India through their multiple outlets in various cities. The Store size and offered brands and merchandise quantity being similar in all the stores of these brands make them perfect competitors targeting the same customer group. Also all these 4 MBOs are available online. Hence Online Visual Merchandising Elements of these stores and their impact on Customer Behavior are comparable. Secondary data was used for formulating list of VME and primary data was collected from 500 samples, to study impact of these VME through self-developed and self-administered questionnaire. The Likert scale was used to record the level of influence of VME from ‘Strongly Agree’ to ‘Strongly Disagree’. Collected data was analysed and it was found that 80% sample agreed with the influence of VME on their behavior. Also the most influencing External VMEs were found to be Window Display setting and Merchandise on Display. On the other hand, the most influencing Internal VMEs were found to be creative product display and mannequin styling. |
| Keywords: | Visual Merchandising, Online Visual Merchandising Elements, Customer Behavior,, VM, VME, OVME. |
| Cite Article: | "A Study of Online Visual Merchandising Elements (OVME) of Indian Fashion Brands and Their Impact on Customer Behavior", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 6, page no.c570-c583, June-2023, Available :http://www.ijnrd.org/papers/IJNRD2306260.pdf |
| Downloads: | 000118750 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
| Publication Details: |
Published Paper ID:IJNRD2306260 Registration ID: 199161 Published In: Volume 8 Issue 6, June-2023 DOI (Digital Object Identifier): Page No: c570-c583 Country: Bhopal, Madhya Pradesh, India Research Area: Social Science and Humanities Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2306260 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2306260 |
| Share Article: |
|
|
Click Here to Download This Article |
|
| Article Preview | |
|
|
|
Major Indexing from www.ijnrd.org
| Semantic Scholar | Microsaoft Academic | ORCID | Zenodo |
| Google Scholar | ResearcherID Thomson Reuters | Mendeley : reference manager | Academia.edu |
| arXiv.org : cornell university library | Research Gate | CiteSeerX | PUBLON |
| DRJI | SSRN | Scribd | DocStoc |
ISSN Details
 |
 |
|
ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
Journal Starting Year (ESTD) : 2016
DOI (A digital object identifier)
Conference
Open Access License Policy
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Important Details
Social Media
Licence
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Join RMS/Earn 300
| Copyright © 2024 - All Rights Reserved - IJNRD |
Facebook Twitter Instagram LinkedIn