Abstract: This study investigates the impact of retail visual apparel techniques on the purchase decisions of women apparel shopTpers in Thiruvananthapuram district. The research examines the various visual merchandising strategies used by apparel retailers, including window displays, in-store displays, mannequin displays, and lighting, and their influence on women's buying behavior. A survey of 200 women apparel shoppers in Thiruvananthapuram district reveals that visual appeal, product display, and store ambiance significantly influence their purchase decisions. The findings suggest that retailers can enhance customer engagement and drive sales by adopting effective visual merchandising strategies. This research provides valuable insights for apparel retailers and marketers seeking to understand the preferences and behavior of women shoppers in Thiruvananthapuram district.The contribution that other research studies provide to the creation of tactical visual merchandising components that can be incorporated into the retail strategies of clothing merchants is what gives them worth. By using visual merchandising features, designers and planners may increase their visual merchandising expertise and, as a result, have a bigger influence on the layout and design of existing stores as well as when creating new ones (Cant, M. C., & Wiid, J. A., 2020). Visual merchandising was introduced in the clothing retailing industry, and persistent alterations are what characterise fashion. The small-scale garment industry has seen tremendous advancements throughout the years. Instead of being profit-centred, it has changed to be consumer-centred. The majority of retailing sectors use visual merchandising tactics to draw in customers
Keywords: Visual Merchandising; Customer behaviour; Women Apparels, Apparel Techniques.
Title: EFFECT OF RETAIL VISUAL APPAREL TECHNIQUES ON PURCHASE DECISIONS OF WOMEN APPAREL SHOPPERS IN THIRUVANANTHAURAM DISTRICT
Author: Mrs. A. SHYMA BEEVI, Dr. S. NAZEER KHAN
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 2, October 2025 - March 2026
Page No: 889-897
Research Publish Journals
Website: www.researchpublish.com
Published Date: 26-March-2026
