VISUAL MERCHANDISING ON IMPULSE BUYING BEHAVIOUR OF CONSUMER
The Indian retail industry is one of the most dynamic and fastest-growing sectors in the world. Visual merchandising performs a key role in enticing the customers in the retail store, thereby. helps in increasing the sales of the store and to succeed in the competitive marketplace. Impulse buying is an important factor in visual merchandising. It arouses the consumers’ desire to buy the product which has been presented in an exciting & impressive manner.
In this investigation, the impact of visual merchandising on the impulse buying behavior of consumers is studied in the Coimbatore region, Tamil Nadu, India, and the results are interpreted statistically to understand the significance of various factors affecting the attitude of the customers in buying. The results of this work suggest that all the elements of visual merchandising – window displays, store interior, mannequin display, and signage have a positive impact on impulse buying according to the perceptions of the people in the Coimbatore region, Tamil Nadu, India. Among all the four elements, store interior has the highest positive impact on impulse buying behavior.