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The Impact of Visual Merchandising on Consumer Impulse Buying Behavior

Author

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  • Khurram L. Bhatti

    (National University of Modern Languages Islamabad, Pakistan)

  • Seemab Latif

    (National University of Science & Technology Islamabad, Pakistan)

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.

Suggested Citation

  • Khurram L. Bhatti & Seemab Latif, 2014. "The Impact of Visual Merchandising on Consumer Impulse Buying Behavior," Eurasian Journal of Business and Management, Eurasian Publications, vol. 2(1), pages 24-35.
    • Handle: RePEc:ejn:ejbmjr:v:2:y:2014:i:1:p:24-35
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    References listed on IDEAS

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    1. Ridmi Gajanayake Author_Email: ridmig@gmail.com & Sashini Gajanayake & H.A.K.N.S. Surangi, 2011. "The Impact Of Selected Visual Merchandising Techniques On Patronage Intentions In Supermarkets (Study Based On Colombo District)," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-231, Conference Master Resources.
    2. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 189-199, September.
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    1. Nguyen Truong Son & Phan Thi Nga & Tran Thi Hieu Thuan, 2021. "Corporate Social Responsibility (CSR) and the impacts on impulse buying behavior: A literature review," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - SOCIAL SCIENCES, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(1), pages 25-39.

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