An Analytical Study on the Impact of Visual Merchandising on Impulsive Buying Behaviour in Shopper Stop

Sathyanarayana S, Harshini C. S, Sudhindra Gargesa

Abstract


Impulse buying is a sudden buying decision with no pre-shopping intentions [8], [15].  This behaviour is influenced by internal factors such as emotional [102], personality [99] and external factors such as visual merchandising, demographic [48] and socio economic background of the buyers [25]. The review of literature confirms that visual merchandising has a significant impact on the impulsive buying behaviour.  Therefore, the current paper tried to investigate the major determinants of visual merchandising on the impulse buying behaviour.  In order to realise the stated objectives the researchers have identified five major determinants of visual merchandising. They are Attractive product display, Ambiance inside the store, new product arrival in the store, Offers for the day and Floor merchandising.  The data has been collected from a structured questionnaire from 260 respondents.  The validity of the questionnaire was adjudged, using Cronbach's coefficient (α) was calculated to test the reliability and internal consistency of the responses.  We found a significant relationship of Age, Gender, Marital status, Occupation, Family Size and Monthly Household income with impulsive buying behaviour of the respondents.  Regression results show that the major determinant’s that influence the respondents were Attractive product display, Ambiance inside the store, new product arrival in the store and Offers for the day.  


Keywords


Visual Merchandising; Impulsive Buying Behaviour; Signage; Window Display; Cronbach's coefficient (α).

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References


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