International Journal of Marketing and Business Communication

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A Study on  the Impact of Visual Merchandising  on Impulse Purchase in Apparel Retail Stores


Affiliations
1 Department, Management Science, School of Business, Alliance University, Bangalore, Karnataka, India
2 Marketing, School of Business, Alliance University, Bangalore, Karnataka, India
     

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The scope of visual merchandising is growing rapidly with advances in technology. Apparel retailers need to ensure their visual merchandising has stronger impact, as competition in the present scenario is high, and retailers are ready to spend more on visual merchandising to attract customers. Visual merchandising has thus become a tool which can be used by apparel retailersto differentiate themselves from competitors.

The currentstudy examines the impact of visual merchandising, viz. store layout, in-store product display, mannequin display, and promotional signage, on impulse buying behaviour of customers in apparel retail stores. The respondents for the study included 201 customers who visit apparel stores. The data were collected using a structured questionnaire.

The results of the study suggest that visual merchandising elements do have a significant impact on impulse purchase in apparel retail stores, with store layout having the highest impact, followed by promotional signage, and mannequin display, while in-store product display did not have a significant impact on impulse purchase. Further, for men, only store layout had a significant positive impact on impulse purchase; on the other hand, for women, store layout, mannequin display and promotional signage had significant positive impact on impulse purchase.


Keywords

Visual Merchandising, Store Layout, In-Store Product Display, Mannequin Display, Promotional Signage, Impulse Buying, Apparels.
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  • Bhatti, K. L., & Latif, S. (2014). The impact of visual merchandising on consumer impulse buying behaviour.Eurasian Journal of Business and Management, 2(1), 24-35.

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  • A Study on  the Impact of Visual Merchandising  on Impulse Purchase in Apparel Retail Stores

Abstract Views: 601  |  PDF Views: 0

Authors

Mihir Dash
Department, Management Science, School of Business, Alliance University, Bangalore, Karnataka, India
L. Akshaya
Marketing, School of Business, Alliance University, Bangalore, Karnataka, India

Abstract


The scope of visual merchandising is growing rapidly with advances in technology. Apparel retailers need to ensure their visual merchandising has stronger impact, as competition in the present scenario is high, and retailers are ready to spend more on visual merchandising to attract customers. Visual merchandising has thus become a tool which can be used by apparel retailersto differentiate themselves from competitors.

The currentstudy examines the impact of visual merchandising, viz. store layout, in-store product display, mannequin display, and promotional signage, on impulse buying behaviour of customers in apparel retail stores. The respondents for the study included 201 customers who visit apparel stores. The data were collected using a structured questionnaire.

The results of the study suggest that visual merchandising elements do have a significant impact on impulse purchase in apparel retail stores, with store layout having the highest impact, followed by promotional signage, and mannequin display, while in-store product display did not have a significant impact on impulse purchase. Further, for men, only store layout had a significant positive impact on impulse purchase; on the other hand, for women, store layout, mannequin display and promotional signage had significant positive impact on impulse purchase.


Keywords


Visual Merchandising, Store Layout, In-Store Product Display, Mannequin Display, Promotional Signage, Impulse Buying, Apparels.

References