An Empirical Study on the Effect of in Stores Display on Women's Shopping Behaviour in Apparels Segment

Purpose - The purpose of this study is to investigate the effects of store displays on shopping behavior among female consumers to provide insights that a manager can use to encourage purchase behavior.Design/methodology/approach - The data in this research is collected from 200 women respondents from the major cities of India to study their shopping behavior. Factor analysis as a tool is used to determine the factors affecting women's shopping behavior. On the basis of the findings and results, managerial implications will be suggested for the apparels' segment.Findings - Using factor analysis, we identify 5 components for in-store displays: purchase intention, store experience, informational, repeat purchase and emotional.Practical implication - Through effective in-store displays, retail managers should aim to touch all the factors that can affect the shopping behavior of the females