The Impact of Visual Merchandising on Consumer Impulse Buying Behavior

Khurram L. Bhatti () and Seemab Latif ()
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Khurram L. Bhatti: National University of Modern Languages Islamabad, Pakistan
Seemab Latif: National University of Science & Technology Islamabad, Pakistan

Eurasian Journal of Business and Management, 2014, vol. 2, issue 1, 24-35

Abstract: In present Post-Modern Era, the competitive situation in the business is characterized by a cut throat competition, which subsequently results in companies and retailers to pay almost anything for undifferentiated merchandising. This merchandising tool is being used by today’s retailer to distinguish him from other competitors, to be prominent in the market and become a source of attraction for the customers. A few researchers contribute in this field by exploring the reasons which causes the customers impulsive buying, but still there is more to be determined. Purpose of this study is to identify the relation between the consumer impulsive buying and visual merchandising on buying behavior of customers. This study was based on primary data in the form of a questioner. A total of 350 questioners were floated in different consumer outlets (super marts and self-service stores of Rawalpindi, Pakistan) out of which 344 questioners were completed and received. Defined four hypotheses were window display, forum display, floor merchandising and shop brand name. These hypotheses were tested for regression analysis by using Statistical Packages for Social Sciences (SPSS) software. It was found that window display, forum display, floor merchandising and shop brand name (independent variables) are significantly associated to consumer impulse buying behavior (dependent variable). Hence, forum display is negatively related to consumer impulse buying and window display; however, floor merchandising and shop brand name are positively related to consumer impulse buying behavior.

Keywords: Visual Merchandising; Impulse Buying; Forum Display; Floor Merchandising (search for similar items in EconPapers)
Date: 2014
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