Influence of IN Store Display on Customers Appeal towards Apparel Multi Brand Outlets

Abstract

This study mainly aims to find out the customers' appeal towards the Multi-Brand Outlets using in-store display as a component to arrive at their purchase decision. The study was conducted for about 400 respondents in Coimbatore city. The research is a descriptive one. The researcher used schedule to collect the data. The data was analyzed using Anova and t-test. The in-store display influence score on shopping does not differ significantly among the different age groups. The female respondents are highly influenced towards the in-store displays than the male respondents. The respondents who fall under the income range between Rs.20,001 and Rs.30,000 are highly influenced to the in-store displays than other monthly family income groups. The respondents who stay with the same MBO are highly influenced to in-store displays than the respondents falling under the other retail categories. The customers normally take decision based on the in-store display or in-store models. Therefore, the retailers should focus on updating the in-store models and in-store displays with newer.