| dc.description.abstract | With the fast-paced modern life nowadays, people are in favor of fast fashion.
This recent years have been witnessing the appearance of a wide range of international fast
fashion brands into Vietnamese market. In order to compete with each other, each brand is
putting a lot of effort in building an appealing store image and unique store visual
merchandising to attract more attention from customers. Hence, this study is focus how
visual merchandising affect consumer buying tendency. Eight elements including store
layout, product display, lighting, music, odor, fitting service, color and floor merchandising
will be taken under examination during this research.
This study was conducted using quantitative method during the period from
September to December 2018 in Ho Chi Minh City with a sample of 350. Questionnaires
were distributed online and offline for visitors at Zara Vincom store. Then the data were
measured by SPSS program to clarify the buying tendency.
The analyzed data shows a positive impact of six factors – store layout, product
display, lighting, odor, color, and fitting service on consumer buying tendency. While, the
other two elements- music and floor merchandising did not show any significant influence
on the tendency. And color is the strongest factor in relation to purchase propensity.
Although, there are some limitations existed during the study, the last part of
the research proposed a number of applicable recommendations and implications for Zara
to improve their visual merchandising strategy and for other retailers to boost their brand
image. | en_US |
