The Sustainable Visual Merchandising Practices and its impact on Retail Store Loyalty

This study, explains Indian retail scenario, concept of visual merchandising and analyse the sustainable visual merchandising practices and its impact on consumers' store loyalty. Indian retail is one of the fastest growing markets in the world. Modern and online retail business is growing enormously with growing lifestyle of Indians. There are large number of international brands entering the country and national brands penetrating the market. Consumers are becoming savvy in terms of their purchase decision. There is a trend that consumers see the product in physical channel compare price online and buy through channel which offers same product at lesser price. Omni channel makes it more difficult for retailers especially in physical channels to hold customers in their stores and lead them to buy. Hence, this study was conducted to find out the sustainable visual merchandising practices and its impact on consumers' store loyalty. An online survey of 437 people was conducted and major findings suggest that consumers' attitude toward sustainable visual merchandising practices is a strong indicator of their willingness to buy and intention to patronize such retailers, which ultimately results in multiple shopping visits or also known as store loyalty.