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The Study on the Impact of Visual Merchandising on the Buying Intention of Branded Jewellery


Sudhanshu Pattnaik
Abstract

The jewellery sector is predominantly held the sale purchase of gold as well silver in the form of ornaments. The sector is dominated by wholesalers and bulk importers. Prices are usually uniform with similar taxes and duties. Still consumer protection is still not assures as there is well known cheating in the form of cartage. Government of India introduced hall marking of gold jewellery but sill the progress has been slow. This has lead to the emergence of branded jewellery stores in India. The study intends to find out the impact of visual merchandising in the branded jewellery store buying. It was found that all the hypotheses were found to support window displays, floor display and Promotional display were found to impact the buying intention in branded jewellery.

Volume 11 | 10-Special Issue

Pages: 415-418

DOI: 10.5373/JARDCS/V11SP10/20192823