• Mrs. KAUSER SULTANA
• Dr. FAHMEEDA YASMEEN

The digitalized economy has shown a major shift in the shopping patterns of customers and has paved its way for E-Commerce transactions on a large scale. The present study embarks to analyze the impact of online visual merchandising on customer satisfaction and the purchase intention of the customers towards electronic products in Chennai city, Tamil Nadu, India. For this purpose a descriptive and an analytical research is undertaken thereby establishing adequate information which will help not only the retailers in decision making ontheir online visual merchandising elements for electronic products in order to promote sales, but also helps in creating awareness on the perception of the customers towards online shopping of electronic products. A well structured questionnaire is framed and is circulated in which 110 responses collected using convenient were sampling technique. The primary data collected is analyzed through correlation and multiple regression analysis and is concluded that out of the online visual merchandising elements product information contributed the highest towards purchase intention of electronic products compared to the other elements like Presentation Styles, Website Features and Product Display. On the contrary Background, Color and Music did not contribute towards purchase intention of the customers towards electronic products. The research gives further scope for future research on offline visual merchandising techniques with a larger sample

Online Visual Merchandising, Product Information, Presentation Style, Website Features, Product Display, Background Color and Music, Customer satisfaction, Purchase Intention

"ANALYSIS OF ONLINE VISUAL MERCHANDISING AND ITS IMPACT ON CUSTOMER SATISFACTION AND PURCHASE INTENTION TOWARDS ELECTRONIC PRODUCTS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.492-503, January-2019, Available :http://www.jetir.org/papers/JETIR1901061.pdf

"ANALYSIS OF ONLINE VISUAL MERCHANDISING AND ITS IMPACT ON CUSTOMER SATISFACTION AND PURCHASE INTENTION TOWARDS ELECTRONIC PRODUCTS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp492-503, January-2019, Available at : http://www.jetir.org/papers/JETIR1901061.pdf