IMPACT OF VISUAL MERCHANDISING ON IMPULSIVE BUYING BEHAVIOR OF CLOTHING CONSUMERS
Received: 13.06.2021; Revised: 22.07.2021, Accepted: 05.09.2021, Published Online: 16.09.2021
Samman Liaquat
1Dow university of medical and health sciences Sindh – 67450, Pakistan
Arman Khan
Department of Business Administration, Shaheed Benazir Bhutto University, Landhi stop, Nawabshah Shaheed Benazirabad, Sindh – 67450, Pakistan/ PhD scholar at Putra Business School. Universiti of Putra Malaysia, armankhan@sbbusba.edu.pk
Abstract: In today’s aggressive environment, the retail business industry faces enormous competition due to similarities in products offered to the customer.Retailers use various combinations of visual merchandising factors to differentiate products to grab the attention of customers. The study objective to examine the relationship between impulse buying and visual merchandising to determine which factors havea significant impact onthe impulsive buying behavior of clothing consumers. The study uses a discrete quantitative approach. Therefore, a close-ended survey conducted to achieve the intendedaim of the study. The findings show that Window Display, Promotional Signage, and In-Store Design are positively correlated and significant impact impulse buying behavior of clothing consumers. Although the store atmosphere is positively correlated with impulse buying behavior, the relationship statistically insignificant. The store layout is a negative and insignificant factor that affects impulse buying behavior whilethe positive impact of store environment on consumer mood. By cross tabs, it is realized that those consumers with positive moods are likely to be involved in impulse buying behavior.Thestudy suggeststhree visual merchandising factors such as window display, promotional signage and in-store displayhave a positive and significant impact on the impulsive buying behavior of clothing consumers.
Keywords: Visual merchandising, impulse buying, in-store display, promotional signage, storelayout.