The influence of visual marketing aids on consumers' purchasing intentions

Abstract

Many consumers have adopted technology to purchase apparel online as opposed to shopping in instore retail shops. These technological platforms have made it easier for consumers to purchase apparel. However, the experience that a customer has when shopping in-store has been lost for such consumers. This study attempts to shed more light on the influence that the visuals used as merchandising aids have on consumers' purchase intentions when shopping in retail outlets. This draws on Ajzen and Fishbein’s (1975) ‘Theory of Reasoned Action’ which investigated the participants’ attitudes and behavioural intentions towards in-store purchasing, and the influence store visuals carry during their shopping experience. This research involved participants who regularly engage in-store purchasing behaviour and who also possess extensive knowledge about fashion. Results indicated that visual merchandising, including mannequins, had a positive effect on consumers’ purchasing intentions. In conclusion, the research identifies and suggests future recommendations for more research in this area of study.