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The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province

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dc.contributor.author Dharmasiri, R. M. Madhuranga
dc.contributor.author Wanninayake, W. M. C. B.
dc.date.accessioned 2024-08-22T10:17:37Z
dc.date.available 2024-08-22T10:17:37Z
dc.date.issued 2022
dc.identifier.citation Dharmasiri, R. M. Madhuranga; Wanninayake, W. M. C. B. (2022), The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 88 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/28068
dc.description.abstract The supermarket sector is a significant contributor to Sri Lanka's economy. Given the intense competition within the modern trade sector, attracting new customers and implementing creative strategies to retain a loyal customer base is crucial. This research primarily examines the impact of visual merchandising strategies on patronage intentions in supermarkets located in the Western Province. The existing literature provides substantial empirical evidence regarding the influence of visual merchandising strategies on patronage intentions. The conceptual framework of the study includes five independent variables: Window Display, Product Display, Store Layout, Lighting, and Cleanliness, with Patronage Intention as the dependent variable. As this study is empirical in nature, primary data was collected using a questionnaire. A survey was conducted employing a deductive approach within a positivist research philosophy. The sample consisted of 366 respondents selected through simple random sampling. Descriptive statistics, correlation, and multiple regression analyses were performed using SPSS Version 26. The findings indicate that all visual merchandising strategies positively influence consumer patronage intentions in supermarkets within the Western Province. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka en_US
dc.subject Consumer Patronage Intention, Lighting and Cleanliness, Supermarket, Product Display, Store Layout, Visual Merchandising Strategy, Window Display en_US
dc.title The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province en_US


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