Paper Title
Studies On The Visual Merchandising In Retail Stores In Ludhiana
Abstract
The study aims to find out how and to what extent retail apparel outlets incorporate visual merchandising in retail
stores in Ludhiana. The survey method was followed to conduct the study and data were collected through Interview
schedule and convenient sampling. Ludhiana was selected as locale of the study. The major findings showed that almost all
the stores exhibits creative and interesting displays that incorporate aesthetic principles with basic merchandising
techniques to inform and educate potential buyers about the products. Moreover displays are frequently changed to promote
new product launches, merchandise assortment, brand names and reflect festive or season themes such as Christmas, New
Year, Spring or Summer. All the stores allocate specific budget for their displays. It was further found that almost all the
stores employed different elements such as mannequins, lightning, scents, music, layouts, props, fixtures for enhancing their
store ambience and attracting customers into the store