Review of Professional Management- A Journal of New Delhi Institute of Management

Open Access Open Access  Restricted Access Subscription Access

Investigating the Relationship between Visual Merchandising and Impulse Buying of Apparel Products by Selected Retail Shoppers in Vadodara City of Gujarat


Affiliations
1 The Maharaja Sayajirao University of Vadodara, Vadodara, India
2 Department of Commerce & Business Management, The Maharaja Sayajirao University of Vadodara, Vadodara, India
 

India’s overall retail sector is expected to increase at an unprecedented Compound annual Growth Rate (CAGR) of 10 per cent by the year 2025 from US$ 672 billion in 2017. The lifestyle format of apparel segment in retail industry has been experiencing higher growth even though intensive competitive environment has been prevailing due to presence of a large number of marketers. The customers are constantly offered newer varieties of merchandise by the modern retailers for creating customers' interest. The retailers are adopting attractive store design as well as retail layout using visual practices of merchandising viz. attractive packaging, eye-catching displays, and appropriate place for promotional signages within the store. Visual merchandising now is considered important in strategic marketing decisions to increase the footfalls and sales of the stores. This empirical research study examines the influences of selected dimensions of visual merchandising in the city of Vadodara on impulse buying behavior. Influence of four dimensions of visual merchandising on impulse buying behavior viz. window display, in-store form/mannequin display, floor merchandising and promotional signage have been considered in this research study due to their strategic importance in marketing decisions to increase the footfalls and sales of the stores in the Vadodara city of the Gujarat State.

Keywords

Visual Merchandising, Impulse Buying Behaviour, Strategic Marketing, Retail Layout.
User
Notifications
Font Size

  • Abnett, R., S D Goody (1990). Unplanned Buying and In-store Stimuli in Supermarkets”, Managerial & Decision Economic, 11 (2). 111–121.

  • Agdayemawer, Anuja., Kumar, Mahesh (2017). Impact of Visual Merchandising on Consumers’ Buying Choice with reference to Reliance Fresh. International Journal of Management, IT & Engineering, 7 (12). 166-175.

  • Beatty, S.E., Ferrell, M.E. (1998). Impulse buying: Modelling its precursors. Journal of Retailing, 74 (2). 169-191.

  • Bellenger, D.N., Robertson, D.H., Hirschman, E.C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18. 15-18.

  • Bolch, P.H., Ridgway, N.M., Sherrel, D.L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of Academy of Marketing Science, 17 (winter). 13-21.

  • Colborne, R. (1982). Fundamentals of merchandise presentation. Cincinnati, Ohio: The Times Publishing Company.

  • Darden, W.R., Erdem, O., Darden, D.K. (1983). A comparison and test of three casual models of patronage intentions. Patronage Behavior and Retail Management, New York, NY: North Holland.

  • Diamond, J., Diamond, E. (2003). Contemporary Visual Merchandising Environmental (3rd Ed.). Upper Saddle River, NJ: Prentice Hall.

  • Ebster, C., Garaus, M. (2011). Store Layout and Visual Merchandising. New-York: Business Expert Press.

  • Frings, G.S. (1999). Fashion: From concept to customer (6th Ed). Upper Saddle River, New Jersey: Prentice-Hall.

  • Gilboa, S., Fafaeli, A. (2003). Store environment, emotions and approach behavior: Applying environmental aesthetics to retailing. The International Review of Retail Distribution and Consumer Research, 13 (2). 95-211.

  • Jarboe, G.R., McDaniel, C.D. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15 (Spring). 46-53.

  • Jum C. Nunnally (1981). Psychometric Theory. Tata McGraw-Hill Publishing Ltd. New Delhi.

  • Kearney, AT. (2011). The Global Retail Development Index: Lessons Learned from Decade of Retail Expansion.

  • Malhotra, Naresh K. (2007). Marketing Research: An Applied Orientation, New Jersey: Pearson Education, Inc.

  • Myntra (23,Mar 2018) Indian fashion, lifestyle sector witnessing a surge, at http://www.fibre2fashion.com/news/apparel-news/indian-fashion-lifestyle-sector-witnessing-a-surge-myntra-241261-newsdetails.htm

  • Merugu, Pratima., Vaddadi, Krishna Mohan (2017). Visual Merchandising: (A Study on Consumer Impulsive Buying Behaviour in Greater Visakhapatnam City). International Journal of Engineering Technology Science and Research (IJETSR), 4 (7). 915-927.

  • Mills, K., Paul, J., Moorman, K. (1995). Applied visual merchandising (3rd edition). Englewood Cliffs, New Jersey: Prentice-Hall.

  • Prasad, Arun ., Vetrivel S. C. (2016). An Empirical Study on Visual Merchandising and Its Impact on Consumer Buying Behaviour. IOSR Journal of Business and Management (IOSR-JBM), 18 (11). 8-14.

  • Randhawa, Komaldeep., Saluja, Rajni (2017). Visual Merchandising and Impulse Buying Behavior–Is There Any Relationship?. International Journal of Business Quantitative Economics and Applied management Research, 4 (5). 103-120.

  • Rathee, Vijay., Prakash, Chand (2017). Influence of Visual Merchandising on Customer Buying Decision-A Review of Literature Approach. World Wide Journal of Multidisciplinary Research and Development, 3 (12). 103-105.

  • Retailing Report 2015: New Frontiers 2007 Pricewaterhouse Coopers and TNS Retail Forward.

  • Rook, D.W. (1987). The Buying Impulse. The Journal of Consumer Research, 14 (2). 189-199.

  • Rook, D.W. & Hoch, S.J. (1985). Consuming impulses. Advances in Consumer Research, 12. 23-7.

  • Rook, D.W., Fisher, R.J. (1995). Trait and normative aspects of impulsive buying behavior. Journal of Consumer Research, 22(3). 305-13.

  • Saini, Chand., Gupta, Rakhi., Khurana, Ishant (2015). Visual Merchandising and Impulse Buying Behavior: A Case of Retail Industry. International Journal of Advance Research in Science And Engineering, 4 (2). 621-627.

  • Sathyanarayana S., Harshini C.S., Gargesa Sudhindra (2017). An Analytical Study on the Impact of Visual Merchandising on Impulsive Buying Behaviour in Shopper Stop. International Journal of Sciences: Basic and Applied Research (IJSBAR), 36 (5). 112-132.

  • Thompson, C.J., Locander, W.B., Pollio, H.R. (1990). The Lived Meaning of Free Choice: An Existentialist- Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17. 111-119.

  • Wanninayake, W., Randiwela, P. (2007). The Impact of Visual Merchandising on consumer store choice decisions in Sri Lankan supermarkets. 7th Global Conference on Business & Economics. Rome.

  • Youn, S. Faber, R.J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, 27. 179-186.


Abstract Views: 420

PDF Views: 179




  • Investigating the Relationship between Visual Merchandising and Impulse Buying of Apparel Products by Selected Retail Shoppers in Vadodara City of Gujarat

Abstract Views: 420  |  PDF Views: 179

Authors

Parag Sunil Shukla
The Maharaja Sayajirao University of Vadodara, Vadodara, India
Parimal H. Vyas
The Maharaja Sayajirao University of Vadodara, Vadodara, India
Madhusudan N. Pandya
Department of Commerce & Business Management, The Maharaja Sayajirao University of Vadodara, Vadodara, India

Abstract


India’s overall retail sector is expected to increase at an unprecedented Compound annual Growth Rate (CAGR) of 10 per cent by the year 2025 from US$ 672 billion in 2017. The lifestyle format of apparel segment in retail industry has been experiencing higher growth even though intensive competitive environment has been prevailing due to presence of a large number of marketers. The customers are constantly offered newer varieties of merchandise by the modern retailers for creating customers' interest. The retailers are adopting attractive store design as well as retail layout using visual practices of merchandising viz. attractive packaging, eye-catching displays, and appropriate place for promotional signages within the store. Visual merchandising now is considered important in strategic marketing decisions to increase the footfalls and sales of the stores. This empirical research study examines the influences of selected dimensions of visual merchandising in the city of Vadodara on impulse buying behavior. Influence of four dimensions of visual merchandising on impulse buying behavior viz. window display, in-store form/mannequin display, floor merchandising and promotional signage have been considered in this research study due to their strategic importance in marketing decisions to increase the footfalls and sales of the stores in the Vadodara city of the Gujarat State.

Keywords


Visual Merchandising, Impulse Buying Behaviour, Strategic Marketing, Retail Layout.

References





DOI: https://doi.org/10.20968/rpm%2F2018%2Fv16%2Fi1%2F175072