Assessing the Impact of Reliance Fresh's Visual Merchandising on Consumer Behavior (KEY IJP************057)

• Mohd Hassan Akhtar Raza

Abstract

Visual merchandising plays a crucial role in influencing consumer behavior in retail environments. This research paper aims to assess the impact of Reliance Fresh's visual merchandising strategies on consumer behavior. By examining various aspects such as store layout, product placement, signage, and aesthetics, this study seeks to uncover how these elements contribute to consumer perceptions, preferences, and purchasing decisions within Reliance Fresh outlets. To study which dimensions have an impact on purchase behavior of consumers, this study is undertaken by analyzing the impact of various dimensions of merchandising display such as store appearance, lighting, music, window display, mannequins and price tags at reliance fresh stores in New Delhi.By scrutinizing elements such as store layout, product placement, signage, and aesthetics, the study aims to unravel how these factors contribute to consumer engagement and loyalty within Reliance Fresh outlets. Employing a blend of qualitative and quantitative methodologies, including observational studies, surveys, and interviews, the research endeavors to provide comprehensive insights into the efficacy of visual merchandising in enhancing the overall shopping experience. It is found that these variables have impact on purchase choice of consumers. For data analysis, mean and standard deviation are used for descriptive statistics. Cronbachs alpha was used for determining the predictive validity and reliability of the variables used in the study. The hypothesis is tested by using One Sample T-test.the research will provide insights into the effectiveness of visual merchandising in enhancing the overall shopping experience and driving consumer engagement and loyalty The findings of this study not only shed light on Reliance Fresh's visual merchandising practices but also offer broader implications for the retail industry, guiding future strategies aimed at optimizing consumer engagement and driving sales..Key Words: Visual Merchandising, Consumer Purchase, Reliance Fresh, Window Display.