A STUDY OF THE DIFFERENTIAL INFLUENCE OF VISUAL MERCHANDISING ON GENERATION X & Y APPAREL BUYING BEHAVIOUR

This study investigates the differential impact of four visual merchandising (V.M.) elements (window, mannequin, and product display and promotional signage) on apparel buying among generational cohorts X and Y. It is a cross-sectional causal investigation using an online survey of 524 respondents. The study uses a chain referral (snowballing) to recruit the survey respondents. The study results indicate that V.M. contributes significantly more to the emotional buying of apparel than rational buying. There is also a significant generational difference in the influence of V.M. elements on consumer behaviour. Whereas mannequin display contributes significantly to the rational and emotional buying of apparel among Generation Y, its influence on Generation X buying behaviour is non-significant. It is also observed that product signage significantly influences rational buying among Generation X than Y. These findings contribute to an increased understanding of inter-generational differences in apparel buying and can help stakeholders develop successful V.M. strategies based on the different generational segments