Author(s): Khushpreet Kaur and Dr. Harminder Kaur Saini

Abstract:
The survey regarding retailers’ awareness about use of visual merchandising in apparel retail stores was conducted in four zones of Ludhiana city. Ten apparel retail stores from each zone (total 40) were selected randomly. An interview schedule was used for collecting the data from the selected stores. The results indicated that maximum percentage of retailers belong to age group of 20-30 years and they were male visual merchandisers. Majority of respondents believe that visual merchandising aids in consumer attraction and with weighted mean score of 125.8 got first rank. The most significant criteria of visual merchandising is theme presentation, which was ranked first with weighted mean score of 194.28. Visual merchandising entails strategies for attracting customers into a business in order to boost footfalls, which was ranked first by respondents with weighted mean score of 163.54. Around 35 percent of the retailers were inspired from their past experiences followed by 25 percent of retailers, who were inspired by the particular websites. The majority of respondents believed that visual merchandising activities enhanced foot traffic to the store, which led to an increase in sales turnover at the retail business.