Understanding the Influence of Visual Merchandising on Consumers’ Impulse Buying Behaviour: Analysing the Literature

Abstract

The concept of visual merchandising is important to arouse internal emotions of customers to make impulse buying. This study is carried out to investigate important elements of visual merchandising that can stimulate customers' impulse buying behaviour. Based on thorough review on past literature, stimulus-organism-response (SOR) paradigm is utilized to develop conceptual framework in this study. Based on the review of past empirical findings, this study identified the elements of colour, lighting, mannequins, music and floor merchandising as important elements in attracting the customers' responses and results in impulse buying behaviour. The outcome of the study is expected to suggest a conceptual framework for future research to investigate customers' impulse buying behaviour in different retail stores from different regions. Furthermore, this study also provide an understanding for the retailers to emphasise on the specific elements of visual merchandising to increase the attention of customers to walk-in to their store and indirectly influence their purchase decision making.

Influential Factors of Impulsive Buying Behavior: Analyzing Retail Dynamics at Hyperstar Shopping Mall in Pakistan

“…The captivating visage of window displays and the astute choreography of product placements nestled within store confines are veritable linchpins in the intricate dance of capturing coveted customer gaze and stoking the fires of impulsive procurement (Jaini et al 2022;Moes et al 2021). The symphonic interplay of shopping realms suffused with an aura of delight, where the warm palette of colors converges with the redolence of fragrances and the melodic cadence of soundscapes, emerges as a beckoning beacon fostering the whims of impulsive buying fervor (Herdiany et al 2022).…”

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

“…Interestedly, factors that are prevailing specially in apparel retail stores such as color combination, space, layout, and sense are highly interconnected with instant purchasing decisions [33]. On these notes, the concept of visual marketing significantly developed with innovation and technological improvements in the marketing field [34] and visual merchandising becomes a determining factor of the success of retail stores by creating eye catching tactics [14].…”

“…The utilization of visual marketing strategies in apparel retail sector is mostly important due to representing of textile products should be creative to attract more customers and displaying the mixture of special themes, graphics and calm environment can create positive image about the apparel shops [12]. Therefore, cloth designs are presenting to customers by using lighting, marquees, landscapes, decorations and music [33].…”

“…Tesfaye [45] described that customer interact to the apparel products through understanding the message that showing in exterior display. Apparel outlets use window display as a communication method of new styles, concepts, models, and new themes to promote products and services [33]. Further, the study suggested that viewers can get an idea about the available products in the store and can react to the mission of the products through effective presentations on window.…”

“…Also, price discounts affect to consumers sensory factors such as moods, emotions, and feelings as external cues. Then engagement of customers to buy or searching items is increasing and it affect to more sales volumes of the retail shops [33]. Especially women like to enter to the shops which displaying some price discounts and offers.…”