The Impact of Visual Merchandising on Impulse Buying Behaviour in Apparel Retailing

Impulse buying is a sudden and immediate purchase with no pre-shopping intentions either to buy the specific product or to fulfill a specific buying task. In which customers are engaged in impulse buying behaviour. This study primarily tried to explain the relationship between customers’ impulse buying behaviour based on various visual merchandising techniques and their relationship. The important findings that impulse buying had been influenced based on the various visual merchandising practices. Window display, in-store form/mannequin display, floor merchandising, and promotional signage are the most important factors which significantly generates interest for customers in impulse buying. These visual merchandising practices, serving as stimuli that provoke a desire that ultimately motivates a consumer to make an unplanned purchase decision upon entering the store, significantly influence consumers’ impulse buying behaviors. In-store browsing appears to be positively affected by consumers’ impulse buying tendency, and in turn, has a positive impact on consumers’ positive feelings and impulse buying urges.