Changing landscape of retailing structure in view of the growing influence of visual merchandising on evolving mall culture among Panjab university girls

Abstract

The present research was undertaken on the research scholars studying in Chandigarh, to find out their shopping behaviour. The role of Visual Merchandising in evolving Mall Culture was also analysed. It was seen that on one hand VM helps and educates shoppers about products and trends and on the other hand it consciously or unconsciously helps one to make a wiser choice because it plays an important role on customer buying behaviour. The perspective of retailers towards Shopping Malls and Visual Merchandising was also analysed. It can be further concluded that the scope of Visual Merchandising is growing exponentially. Professional Visual Merchandisers are engaged in setting up displays throughout the year. newline