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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 4
First page : ( 1168) Last page : ( 1172)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00177.9

Visual Merchandising and Impulse Buying Behavior with special reference to Retail Industry

Jhawar Nidhi1,*, Kushwaha Vivek S.2

1Assistant Professor, IPS Academy, Institute of Business Management & Research, Indore

2Director, IPS Academy, Institute of Business Management & Research, Indore

*Corresponding Author E-mail: nidhijhawar@ipsacademy.org, director.ibmr@ipsacademy.org

Online published on 2 June, 2018.

Abstract

The purpose of this study is to focuses on effect of Visual Merchandising on consumers’ impulse buying behavior and to find out key elements of Visual Merchandising contributing to the most for impulse buying. This research is completed by followed review of literature approach where extensive literature has been reviewed to find out the relationship between visual merchandising and impulse buying in various forms of retail formats including e-retailing. Study found that visual merchandising practices certainly influence customers’ buying behavior and leads to Impulse buying as well. The results suggest that attributes that are associated most strongly with purchase intention were: merchandise coloring, presentation, styling, awareness of fixtures, path to merchandise, sensory qualities of materials and lighting. This paper also offers marketers valuable insights on how different visual merchandising combinations can be carried out in order to attract new potential customers and to retain the existing ones.

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Keywords

Buying, Consumer Behavior, Visual Merchandising Store Layout, Window Display.

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