Monica Ngozi

This study examined the impact of apparel visual displays on consumer choices and buying behavior among male university workers. Through a comprehensive literature review and empirical research, the study addresses three key research questions, exploring the factors that influence consumer behavior in retail settings with a particular focus on visual displays of apparel. This descriptive survey purposively selected a sample of 200 male university workers from a larger population of 2,000 workers to investigate how visual presentations influence consumer decisions. The reliability coefficient of 0.84 highlights the significant role of consumer choices in the buying process and underscores how visual displays can shape these choices. The results suggest that an attractive and well-organized apparel display can notably affect consumer buying behavior, especially among male university workers. The findings emphasize consumers’ rights, including safety, information, choice, and redress against unfair practices. It also highlights the prevalence of habitual buying behavior and low-involvement purchases. Based on these insights, the study recommends that retailers and marketers focus on creating appealing visual displays to enhance consumer engagement and foster habitual, low-involvement purchasing behaviors among male workers.