Prioritization of dimensions of visual merchandising for apparel retailers using FAHP

Prioritization of dimensions of visual merchandising for apparel retailers using FAHP

PurposeVisual merchandising has a direct impact on shopping experience, making it pertinent for the retailers to ensure that their store environment has an effective design. This study blends fuzzy numbers and Analytical Hierarchy Process to create a fuzzy evaluation model prioritizing the relative...

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Bibliographic Details
Published in:Benchmarking : an international journal Vol. 27; no. 10; pp. 2759 - 2784
Main Authors: Jakhar, Riju, Verma, Deepak, Rathore, Ajay Pal Singh, Kumar, Divesh
Format: Journal Article
Language:English
Published: Bradford Emerald Publishing Limited 08-10-2020
Emerald Group Publishing Limited
Subjects:
Analytic hierarchy process
Consumer behavior
Consumers
Customers
Decision making
Electronic commerce
Fashion goods
Hierarchies
Literature reviews
Merchandising
Product information
Retail stores
Retailing industry
Sensitivity analysis
Shopping
Stability analysis
Websites
Weight
Web store elements
Apparel
Web site interface
Product presentation
Visual merchandising
AHP
Visualization technique
E-commerce
Retailing
Customer engagement
MCDM technique
Online shopping
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Summary:PurposeVisual merchandising has a direct impact on shopping experience, making it pertinent for the retailers to ensure that their store environment has an effective design. This study blends fuzzy numbers and Analytical Hierarchy Process to create a fuzzy evaluation model prioritizing the relative weights of visual merchandising dimensions of online fashion apparel store. This study will help the fashion retailers in creating more engaging and informative online stores leading to subsequent increase in online retail sales.Design/methodology/approachVisual merchandising dimensions and sub dimensions used by retailers for online stores were identified through review of literature and discussion with experts. Twenty experts were interviewed and their responses captured. The responses were analyzed using Fuzzy AHP technique resulting in prioritizing the dimensions according to the weight. For testing the stability of the results, sensitivity analysis was conducted.FindingsFour key dimensions and sixteen sub dimensions were extracted. Weights were calculated using FAHP. “Pictorial Presentation” has the highest weight followed closely by “Product Information” dimension. Amongst the sub-dimensions “Number of Product Images” scored highest followed by “Product Presentation mode”. “Alterable Background” scored the least weight.Originality/valuePrevious studies have identified Online Visual Merchandising dimensions and have also studied the impact of some of these dimensions on consumer buying behavior, but the relative significance has not been determined yet. This study fills the gap.
ISSN:1463-5771
1758-4094
DOI:10.1108/BIJ-11-2019-0497