Visual Merchandising: A Tool to Integrate Fashion, Retail and Consumer Buying Behaviour

Visual merchandising is an effective tool for retail of merchandise to consumers. This paper aims to understand the factors of instore display and brand factors which attracts the consumer to do the purchase from the particular brand store. The elements of in- store display helps to excite impulse buying on gender differently. The research would help in understanding the factors which affect buying behavior of male and female consumers which can be used in improvisation of marketing strategies and target consumer.