A study on the effect that V . M . D ( Visual Merchandising Design ) in store has on purchasing products

Visual Merchandising Design covers every space, environment, and visually stimulating factor. This includes not only the architectural appearance but interior, graphic sign boards, window display, layout, store appliances, lighting, and even the looks and service attitude that sales employees have and show to customers. Even if good quality merchandise and design hit the shelf of the store, but customers don’t visit the store, those merchandise are not sold. V.M.D aims to display merchandise in multiple ways; to heighten brand images; to steadily lure many customers to the store. One of the characteristics that V.M.D has is, that this abandons the previous design concept which solely puts stress on luxurious interior-focused display; that this displays merchandise in a rational and systemic way and induces customers to buy products. Furthermore, V.M.D intends to provide customers with information; to design the environment of store; to inspire customers to establish an impressive brand image. In this regard, the objective of this study is to study brand perception and effect of V.M.D displayed in the stores, on customers, and thereby to present the concepts of V.M.D, suitable for display in the stores, which can be used continuously in the future.