After agriculture, retail is the second largest employer in India. On the other hand, since e- marketing accounts for the majority of the market share, all retail stores should use some strategy to attract consumers. Visual merchandising is one strategy that encourages customers to spend valuable time and feel good about their purchases. Visual merchandising is the practice of displaying and marketing products to increase sales and make it easier to find the right things. This article examines the buying behaviour of women based on how a product is presented in a window display and with mannequins or a questionnaire. It provides empirical evidence on the relationship between womens spontaneous purchases, product decisions, and visual marketing.