Sustainable Retail Transformation through Visual Merchandising: Examining the Mediating Impact of Brand and Store Image on Consumer Purchase Intention

https://doi.org/10.5281/zenodo.18297947

Abstract

The visual merchandising, environment of the retail industry has the significance dynamic and provides the competitive advantages, thus the displaying the products and brands has greater impact on the buying behavior of the consumers in the sector of retail super stores, which is recognized as the field of visual merchandising and as well as store design. Actually, the visual merchandising has the significance importance in the field of marketing and has effective marketing tactics for retailers to increase consumer purchase intention. Therefore, the current research study was examining the visual merchandising effects on the consumer buying behavior with mediating effects of store image and the brand image with the consumer purchase intention. Thus, the research study was used the approach of primary data to analysis the consumer buying behavior in the field of visual merchandising, through the administrative questionnaire, the non-probability convenience sampling techniques to collects the data from the retails visual merchandising stores in the city of Karachi. Through the results of the path coefficients, showing the direct relationship, the independent variables of the visual merchandising with the dependent variable store image and brand image. The findings suggested that the all the hypotheses of the visual merchandising statistically and the positively associated with the dependent variables of store image and brand image The mediating effects of the relationship and the hypothesis of, Store Image, and brand image mediates the relationship between the window display and the consumer purchase intention, is supported duet to the probability value is less than 0.05. Further results indicates that the relationship of the store image mediates the relationship of the store layout and the consumer purchase intention. Through the results, suggested that the store image mediates the relationship of the color lighting and the consumer purchase intention. Thus, the results indicates that the store image mediates the relationship of the factor of store interior design and the consumer purchase intention. Through the results, suggested that the store image supported the mediating effects of the relationship of the promotional signage and the consumer purchase intention. The results indicates that the store image mediates the relationship of the visual merchandising factor of mannequin display and the consumer purchase intention.