Title: The Impact of Consumer Decision-Making Process towards Apparel Buying in the U.K
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Abstract:
The objective of the study was to examine the effect of visual merchandising on customers’ purchase
decisions in the apparel sector in the UK. A questionnaire was applied to collect quantitative data on the influence
of the window display and the store design, layout, atmosphere, and loyalty on purchase-related decision making.
The sample size of the study was 150 participants. The R and SPSS 25 statistical programmes were used for the
analysis of the collected data and data visualisation. The linear regression analysis was applied. The results suggest
that the window display and the store design, layout, atmosphere, and loyalty affect the customer’s decisionmaking process. These results present implications for managers in considering visual merchandising to increase
in-store traffic and sales. Future studies should consider visual merchandising factors in the online environment.
Keywords-Quantitative, Linear Regression, Visual, Consumer Behaviour, Merchandising, Apparel,
Data Visualisation, SPSS, R