Article : Window Shopping: An Influencer Of Purchase Decision

Title

Window Shopping: An Influencer Of Purchase Decision

Author

Srishti Joshi

The sunrise of malls in Indore creates a major turn in the retail industry in Indore. These outlets have a huge advantage over the next door kirana stores in terms of better financial position and superior technological facilities. Due to increasing competition and the similarity of merchandise, retailers utilize various window displays to differentiate their offerings from others’ as well as to improve the desirability of products. The purpose of this research is to examine the role of window shopping activity as an influencer in purchase decision in malls of Indore, India.
The window shopping activity is clearly revealed in sales data gathered through research that up to what extent people of Indore get attracted towards window displays of discounts, offers and free coupons and purchase more than planned. Emergence of key players like, Treasure Island, C21, Indore Central, Shoppers’ stop, etc. has changed the face of retailing in Indore.

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