The Role of Visual Merchandising in Impulse Buying Behavior: An exploration from the lens of young adult consumers

Hafsa Waseem and Sobia Sultana ()
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Hafsa Waseem: Lahore College for Women University, Lahore, Pakistan
Sobia Sultana: Lahore College for Women University, Lahore, Pakistan

Sukkur IBA Journal of Management and Business, 2018, vol. 5, issue 1, 85-99

Abstract: The study was conducted to identify the relationshipbetween youngadult consumer’s impulse buying behavior and visual merchandising.Five techniquesof visual merchandising which arewindow display, store layout, lighting, promotional signageand brand name wasconsideredinthestudy to determine the effect. A convenient sampling technique was used to gather data.The young adult consumer’s including maleand female(N=290, age range between16 to 35 years) was considered for data gathering.To studythe variables,questionnaire is adapted from different author’s (Rook & Fisher, 1995),(Bhalla & Anuraag, 2010),(Wanninayake & Randiwela, 2007),(Dua & Karolia, 2008),(Bhatti & Latif, 2014).Stepwise regression showed that five dimensionsof visual merchandising window display, store lay out, lighting, promotional signageand brand name effect youngadultsconsumers’impulse buying behavior directly.Findings also indicatethatVisual merchandising has turnedout to be an essential variable nowadays to attract consumers and to increase sales.

Keywords: Visual merchandising; Impulse buying behavior; window display; store layout; lighting; promotion signage; shop brand name (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2018
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