A Study on Influence of Promotional Signage on Consumer Buying Behavior in Apparel Stores

Roopa J, Dr Ramesha H H

Abstract: Signages acts as visual symbol to drive greater attention to business. Promotional signages are the best way to communicate a promotional message to enhance store traffic. Promotional signage is one of the important elements in visual merchandising technique implemented by retailer to influence customers to reduce his buying decision time and buy impulsively. Promotional signages informs customer about off price events, discounts offered by store. With tough competition from online sales, varied options in front of customer to choose from, apparel stores are finding it difficult to enhance sales This research paper is an attempt to understand influence of promotional signages on customers. The influence of promotional signage is studied as it offers competitive advantage and increased sale opportunities

Keywords: signages, promotional signages visual merchandising