The Role of Visual Merchandise in Changing the Purchase Decision of Shoppers within Retail Stores in Jordan

Abstract

Attracting new customers means to take novel measures by stores. Nowadays, stores are designed in order to guarantee a fast purchase decision by customers. The current study seeks to understand the role of visual merchandise on decision of purchasers to buy a certain item. The variables taken into considerations are color, landscaping, texture, communication and Décor. Sample of study consisted of 1000 individuals from commercial complexes and malls in Jordan. Through the quantitative approach depending on self-administered questionnaire, results of study indicated that color and landscaping are the most influential factors that may influence the purchase decision of individuals, followed by texture, communications, and décor. The study therefore recommends that store managers should pay more attention to the details of the stores in a way that matches the taste of people who attend these stores.