Visual merchandising and its impact on customer purchasing behaviour

Abstract

This thesis looks at the impact of visual merchandising in the retail store environment on customer purchase behaviour. The case company for the study was The Athlete’s Foot Valkea. The Athlete’s Foot is a global retailer in the sneaker and fashion industry that is rapidly growing in Finland. The aim was to find out what are the key factors of visual merchandising that customers pay the most attention to and what kind of impact those can have on the sales figures of the store.