Impact of In-Store Aesthetics and Ambience on Consumer Impulse Buying Behavior

Consumers are shopping not just to buy products but also to satisfy needs such as having fun & seeking novelty. Today, sales strategies and lifestyle development of individuals encourage impulse buying. Impulse buying is of strategic importance to retailers. As such, a crucial way for retailers to increase sales is to stimulate impulse buying. For this reason, this study aims at identifying the factors that initiate and encourage impulse buying, as well as the treadles that help them highlight effective marketing techniques in order to encourage consumers to make impulse purchase. Visual merchandising strategies are more appropriate tactics that retailers can use to attract customers and enhance impulse purchases. Thus, the study attempts to study impact of six in-store visual merchandising strategies (color, lighting, cleanliness, store layout/design, aisles and physical amenities) relating to the in-store aesthetics and ambience was considered. The result indicated that among the factors only store ambience cues influenced impulse behavior.