"Visual Merchandising and its Interplay with Product Attributes, Brand Reputation, and Service Quality: A SEM-Based Analysis of Customer Behaviour in Retail Apparel"

Abstract

This study examines the impact of visual merchandising on consumer purchasing behaviour in the retail apparel industry, emphasizing the interplay of product attributes, brand reputation, and service quality. Using a Structural Equation Modeling (SEM) approach, data from 302 respondents were analysed to identify key determinants influencing consumer decision-making. The findings reveal that strategic visual merchandising elements—such as window displays, store layout, and lighting—significantly enhance brand perception, customer engagement, and purchase intentions. Additionally, product quality and brand reputation play a crucial role in shaping consumer loyalty. Service quality dimensions, including staff behaviour and checkout efficiency, further contribute to customer satisfaction. The study underscores the need for an integrated approach to visual merchandising that aligns with brand positioning and consumer expectations. Retailers can leverage these insights to enhance the shopping experience, optimize store layouts, and implement targeted marketing strategies. The research contributes to the growing body of knowledge on retail management, offering practical implications for brands seeking to strengthen customer relationships in an increasingly competitive market.