The Impact of Merchandising on Consumer Behavior in the Store

Visual merchandising is a powerful marketing tool for promoting goods not only in grocery retailers, which is the birthplace of merchandising, but also in the fashion industry, which is now developing rapidly. Through the use of merchandising tools in a retail clothing store, companies are learning how to influence consumer reactions at points of sale. Competent merchandising can control and shape consumer buying behavior. The subject of the study, the impact of various aspects of visual merchandising on consumer behavior in the women's department of a retail clothing store, can also help to decide and optimize operational and marketing strategies within the company. This scientific work examines the practice of merchandising, as a new ideological concept for improving the adoption of strategic decisions within the brand, in the women's department of the retail store. The main goal of the research is to evaluate the effectiveness of the impact of visual merchandising on consumer behavior in the women's department of the store. With the introduction of the experimental zone in the practical part of the work, solutions to the marketing problem (increase in physical sales) and the operational task (release of equipment in the warehouse) are described. An additional research method (survey) confirmed the researcher's assumptions about the need and success of the experiment. In the course of the scientific work, additional recommendations were described for optimizing the company's internal strategies using the experimental zone.