Visual Merchandising and Impulsive Purchase Tendency: An Empirical Study of Consumers In Apparel Sector

Abstract

Purpose
This study intends to investigate the impact of four elements of visual merchandising namely window display, mannequin display as well
as floor merchandising and promotional signage on impulse buying behaviour of customers in the apparel sector.
Methodology
The respondents of the given study constitute 200 customers from Varanasi. The responses were collected online via Google forms since
the offline collection was not suitable due to Covid 19 norms.
Findings
The study revealed that all four elements of visual merchandising exert a significant influence on the impulse buying behaviour of
customers in the apparel sector. Promotional signage has the highest impact followed by the window display, floor merchandising, and
mannequin display.
Value
Visual merchandising influences closely impulse buying. And given the importance of impulse purchase in retailers’ sales revenue, it
becomes relevant to understanding the impact of visual merchandising on impulse buying tendency.