Undergraduate Thesis

Visual merchandising plays a significant role in offline retail stores as a marketing tool for enhancing the customer shopping experience. Thus, this study aimed to examine the current practices and challenges faced by micro-clothing store owners in the application of visual Merchandising. The researchers investigated the significance of differences in participants{92} visual Merchandising Practices and the relationship between these practices and the associated difficulties. In this paper, a descriptive correlational research design was used, with 55 microbusiness owners of clothing establishments in Baclaran, Parañaque City, participating as study subjects. The findings indicated that owners frequently implement six of the nine visual Merchandising elements considered in this study, including windows display, store design, fixtures, color, lighting, and store theme. Also, the owners frequently used signage and storytelling. Notably, cleanliness emerged as the most highly prioritized element in these stores. The researchers also underscored limited display space as the primary factor explaining the challenges encountered by owners in utilizing visual merchandising. The outcomes of the one-way ANOVA analysis on the business profile and the extent of visual merchandising practices indicated noteworthy disparities among participants when categories based on their highest educational attainment and knowledge of visual merchandising.