• Aditi Bhatt

Visual Merchandising usually keeps a great impact on shoppers’ behaviour. Positive impact of visual merchandising leads to generation of impulsive purchase by shoppers. This study was conducted to know thebuying behaviour of shoppers towards the several elements of Visual Merchandising of VR Mall.This study was carried out at VR Mall of Surat City. During the study, the researcher hasvisited VR Mall and has asked those visitors of VR Mall to fill questionnaire who areresiding in Surat City only. Each respondent has given their views and opinions which hashelped the researcher to identify the behaviour of shoppers while purchasing from any store at VR Mall.

Visual Merchandising, Exploratory Factor Analysis

"A STUDY ON SHOPPING HABITS AND EFFECT OF VISUAL MERCHANDISING AT VIRTUOUS RETAIL MALL, SURAT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 4, page no.1481-1496, April-2018, Available :http://www.jetir.org/papers/JETIR1804462.pdf

"A STUDY ON SHOPPING HABITS AND EFFECT OF VISUAL MERCHANDISING AT VIRTUOUS RETAIL MALL, SURAT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 4, page no. pp1481-1496, April-2018, Available at : http://www.jetir.org/papers/JETIR1804462.pdf