Does Visual Merchandising have an Effect on Consumer Impulse Buying Behavior?

Author(s)

Komaldeep Randhawa and Rajni Saluja

Affiliations

1. Assistant Professor, Khalsa College, Patiala (Punjab)
2. Assistant Professor, Desh Bhagat University, Mandi Gobindgarh, Amloh (Punjab)

Abstract

The importance of visual merchandising has been ignored in India but since the last few years it is catching the fancies of youth and is helping merchandisers jump the hurdle of getting the customers in their stores. The culture of shopping in malls and complexes is growing in leaps and bounds in Punjab and no research has been conducted on the effects of visual merchandizing on the impulse buying by consumers in apparels in my knowledge. The previous research in this area has been restricted outside India and has been untouched especially in Punjab. This research aims to address the peculiar dilemma faced by merchandisers for proper utilization of visual cues that are directed towards the customers to attract them to their stores, resulting in purchase of apparels. Since impulse buying is a pervasive aspect of consumers’ behaviors and a focal point for strategic marketing plan (Rook, 1987), finding variables that influence shoppers’ impulse buying urges and decisions and attempting to control these influencing variables through strategic marketing and merchandising activity is critical for retailers in order to survive in fierce competition.

Keywords

Impulse Buying Behavior, Visual Merchandising, Apparels Industry.

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