The Managerial Skills of Visual Merchandising Managers of Retail Establishments in the National Capital Region


The main objective of the study was to determine the managerial skills of visual merchandising managers in the National Capital Region. The study specifically aimed to address the following concerns: (1) the profile of the respondent-visual merchandising manager and the respondent-retail organization / company; (2) the visual merchandising managerial skills in technical, human, and conceptual aspects; (3) the significant difference in the managerial skills of the visual merchandising managers when grouped by profile; and (4) the assessment by respondents of the visual merchandising of the stores. The descriptive method of research was the methodology utilized. A total of one hundred sixty (160) study respondents from one hundred thirty-two (132) member-companies of the Philippine Retailers Association were obtained for data gathering of the study. Results showed a significant difference in the truthful assessment of the managerial skills when profiled
by years of experience in visual merchandising in terms of human skill. The visual merchandising managers look at the future of store design in Metro Manila as “Very Good.” The following are recommended: the issue on floor plans and display area sizes should be properly addressed to maximized its foot-traffic potential; the
promotion of the principle of Completed Staff Work (CSW) to recognize and solve visual merchandising problems must be adhered to; and the institutionalization and conduct of the Annual Visual Merchandising Awards event activity should be started and done on a continuing basis.

Keywords: Atmospherics, FMCGs, foot-traffic, sensory retailing, visual merchandising.

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