Asian Journal of Management

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Visual Merchandising and Impulse Buying Behavior with Special Reference to Retail Industry


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1 IPS Academy, Institute of Business Management & Research, Indore, India
     

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The purpose of this study is to focuses on effect of Visual Merchandising on consumers’ impulse buying behavior and to find out key elements of Visual Merchandising contributing to the most for impulse buying. This research is completed by followed review of literature approach where extensive literature has been reviewed to find out the relationship between visual merchandising and impulse buying in various forms of retail formats including e-retailing. Study found that visual merchandising practices certainly influence customers’ buying behavior and leads to Impulse buying as well. The results suggest that attributes that are associated most strongly with purchase intention were: merchandise coloring, presentation, styling, awareness of fixtures, path to merchandise, sensory qualities of materials and lighting. This paper also offers marketers valuable insights on how different visual merchandising combinations can be carried out in order to attract new potential customers and to retain the existing ones.

Keywords

Buying, Consumer Behavior, Visual Merchandising Store Layout, Window Display.
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  • Visual Merchandising and Impulse Buying Behavior with Special Reference to Retail Industry

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Authors

Nidhi Jhawar
IPS Academy, Institute of Business Management & Research, Indore, India
Vivek S. Kushwaha
IPS Academy, Institute of Business Management & Research, Indore, India

Abstract


The purpose of this study is to focuses on effect of Visual Merchandising on consumers’ impulse buying behavior and to find out key elements of Visual Merchandising contributing to the most for impulse buying. This research is completed by followed review of literature approach where extensive literature has been reviewed to find out the relationship between visual merchandising and impulse buying in various forms of retail formats including e-retailing. Study found that visual merchandising practices certainly influence customers’ buying behavior and leads to Impulse buying as well. The results suggest that attributes that are associated most strongly with purchase intention were: merchandise coloring, presentation, styling, awareness of fixtures, path to merchandise, sensory qualities of materials and lighting. This paper also offers marketers valuable insights on how different visual merchandising combinations can be carried out in order to attract new potential customers and to retain the existing ones.

Keywords


Buying, Consumer Behavior, Visual Merchandising Store Layout, Window Display.

References