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The impact of visual merchandising on the consumer decision making process: comparing the UK with China

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The data collected during the research study process has also led to the understanding that visual merchandising is utilised as an essential tool by most retailers across nations for enhancing sales revenue, brand value and to retain the consumers for a longer duration. I am grateful to everyone who has helped me, supported me and encouraged me to conduct this research work. I would like to specially thank my module teacher, for guiding me through the process and rectifying my mistakes, which has helped me to create a well structured dissertation. He has been extremely patient with me and helped me to choose my topic of dissertation and suggested me with all the different knowledge areas that I should cover.

He has also taught me how to analyse the gathered data and effectively use it to achieve the research findings. Moreover, I would like to thank all the respondents who have voluntarily invested their time in the interview process. My friends and seniors have also assisted me in the data collection process by helping me to contact the respondents through social media.

They have also taught me on how to gather secondary data from the online data bases. Finally, I would like to thank my parents for encouraging me at every moment, which has helped me to achieve a better result. The success of a retailer has always been dependent on its ability to attract customers and influence them to purchase its products and services. Marketers over the years have adopted several techniques to attract customers, starting from advertising their brand, offering differentiated value proposition to creating an attractive visual appeal in their stores.

The retail companies often compete against each other and seek out for new ways to differentiate themselves, so that they can stand out to the customers. Creating differentiation leads to brand recall, which is imperative for attracting customers. The customers look forward to products that offer the maximum value, in terms of product features and attributes, utility and social status. The central idea behind attracting the customers is to understand the factor that attracts them. These factors are the stimulus which triggers certain responses among the customers that leads to a positive purchase decision.

Therefore, in order to attract customers, the retailers have adopted to stimulate the visual senses of the customers. This can be justified by the fact that man trusts his vision the most

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