Visual Merchandising And Impulsive Purchase Tendency: An Empirical Study Of Young Consumers In Apparel Sector

Abstract

PURPOSE – This study intends to investigate the impact of four elements of visual merchandising namely window display, mannequin display as well as floor merchandising and promotional signage on impulse buying behaviour of customers in apparel sector. METHODOLOGY- The respondents of the given study constitute 200 customers from Varanasi. The responses were collected online via Google forms since offline collection was not suitable due to Covid 19 norms. FINDINGS- The study revealed that all four elements of visual merchandising exert a significant influence on the impulse buying behaviour of customers in apparel sector. Promotional signage has the highest impact followed by window display, floor merchandising and mannequin display. VALUE- Visual merchandising influence closely impulse buying. And given the importance of impulse purchase in retailers’ sales revenue, it becomes relevant to understand the impact of visual merchandising on impulse buying tendency.