Role of Interior and Exterior Stores Visual Merchandising on Consumers’ Impulsive Buying Behaviour: Reference to Apparel Retail Stores in Sri Lanka

Abstract

Purpose: With emerging modern phenomena in the world, the aesthetic appeal of a product is utilized by retailers as visual marketing strategies. The main aspiration of the study is to investigate the influence of interior and exterior visual merchandising strategies on impulse purchases of customers in apparel retail sector, Sri Lanka.
 Methods: Quantitative research approach was employed. Primary data were collected through a structured questionnaire, using 343 consumers who are buying apparels from apparel retail stores in Sri Lanka. Acknowledging the Stimulus-organism-response (S-O-R) framework of environmental psychology, window display, floor merchandising, promotional signage and mannequin display selected as the strategies of visual merchandising.
 Findings: Multiple regression analysis results indicated that window display as the highest influencing factor followed by promotional signage and mannequin display in-store form on impulse purchases. However, the floor merchandising was not a significant influencer on impulse purchases.
 Research Implication: The study contributes to theory by testing the applicability of the S-O-R framework of environmental psychology to visual merchandising strategies as stimulus in the apparel retail sector. The results of the study will pave the way for both small and large retailers to gain customer attraction and increase market space through providing value for the customers. Also, the study will help for customers to get an understanding about marketing strategies and how they should behave in shopping travels. Furthermore, the policymakers can make best decisions with optimizing the knowledge regarding apparel industry and consumer behavior.

Unravelling the Impact of Visual Merchandising on Consumer Impulse Buying Behaviour in Hypermarket

“…As consumers have so many product variety choices, needs, and product preferences, it is important to understand how VM tools and techniques can influence the purchase decisions of consumers. Visual merchandising is everything the customer sees, both exterior and interior, that creates a positive image of a business and results in attention, interest, desire, and action on the part of the customer (Sachitra & Konara, 2023). Additionally, VM has been characterized as the strategic art of crafting visual displays and organizing merchandise assortments within a store to enhance layout and presentation, thus boosting sales and profitability (Cuong, 2019).…”

Impact of Corporate Social Responsibility Practices on Impulse Buying Intention: Exploring the Moderating Influence of Social Media Advertising

“…"Impulse purchase" refers to unplanned shopping [33]. Consumers are more expected to make an impulsive purchase of a new, well-known, or sample product when the price is low because of the product's perceived value [40]. Consumers' impulsivity varies by store, according to research.…”