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Article Details :: |
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| Article Name : | | | IN-STORE DECISIONS OF SHOPPERS IN A LEADING APPAREL SHOWROOM | | Author Name : | | | CATHERINE S , VIJAYALAKSHMI M AND R.MAGESH | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-20 | | Article URL : | |  | Author Profile | | Abstract : | | | Once inside the store, shoppers become browsers. They walk through the store
looking for items on their list but also paying attention to special displays, promotions,
product sampling and demonstrations. Smart phones and apps may well become popular
shopping tools in the future, but for now they are only used by a tech-savvy minority.
Keeping this pace in mind the researcher aimed to identify in-store decisions of shoppers
in leading apparel showroom. The measuring factors used are (1) Store brand (2)
Promotions & displays (3) Price (4) Information on labels (5) Flyers & Circulars (6)
Convenience and merchandising. (7) Clothing Fitness. Questionnaire method was
administered to conduct the study from Coimbatore city. The study reveals that in-store
merchandising and convenience creates more interest to purchase among shoppers. | | Keywords : | | - shoppers decision
- in-store
- promotions & displays tech-savvy
- merchandising
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