This study empirically validates that visual merchandising (VM) serves as a critical strategic lever for independent non-branded apparel retailers in Bilaspur City's competitive retail landscape, where the absence of brand equity heightens reliance on in-store presentation. Analysis of 93 shoppers via structured questionnaires revealed statistically supported relationships: correlation testing (H1) confirmed VM effectiveness significantly enhances customer perceptions of quality, value, and store image for unbranded apparel, with one key dimension (p=0.014) driving this consensus despite broader non-significant results. While ANOVA testing (H2) showed no individual success metrics (footfall, dwell time, sales) reaching statistical significance across VM sophistication levels, the directional consistency across all metrics supports the practical proposition that advanced VM techniques yield superior commercial outcomes compared to basic implementations. Thus, investing in holistic VM proves essential for sustaining competitiveness.
Lewis et al. (Fri,) studied this question.