This Research Paper Is the Outcome of a Study of Visual Merchandising Elements of an Apparel Retail Store and Their Impact on Behaviour of Customers. It Is an Attempt to Identify the Most Appealing Elements of Vm. the General Purpose of Visual Merchandisin650g Is to Attract, Invite, Educate and Motivate the Customers to Purchase Merchandise Being Sold In the Store. Visual Merchandising Elements Have Been Categorised Nt Two Major Segments External Vm Elements and Interior Vm Elements. Exterior Vme Comprises of Graphics Signages, Window Display Setting, Merchandise Presentation, Parking Facility, Brand Name Logo and Façade of the Store. However Interior Vme Comprises of Store Layout, Theme, Color, Music, Temperature, Lighting, Mannequin Styling, Product Display, Cleanliness, Furniture, Smell, Cash Counter, Floor Directory and Trial Room. For This Study on Impact of Above Mentioned Vme, Four Leading Mbos of India Were Selected Which Are Fashion at Big Bazar (Fbb), Lifestyle, Shoppers Stop and Reliance Trends. All These Four Retailers Are Department Stores Dealing into Multiple Brands, Offer Both Apparels and Accessories and Have Presence Pan India Through Their Multiple Outlets In Various Cities. the Store Size and Offered Brands and Merchandise Quantity Being Similar In All the Stores of These Brands Make Them Perfect Competitors Targeting the Same Customer Group. Hence Visual Merchandising of These Stores Is Comparable. Secondary Data Was Used For Formulating List of Vme and ...