Impact of Visual Merchandising on Consumer's Impulse Buying Behavior

Abstract

Visual merchandising is used as an effective promotional tool by Retailers in order to make their stores/products more attractive and appealing. It has the ability to influence the consumer to visit the store and buy the products. This study examines the impact that Visual merchandising has on the customer's impulse buying behavior in malls. To determine this, we have examined both the customers and the respective nearby retailers. The consensus was that visual merchandising is an important segment of the retail business; it is one of the most effective ways to promote and market the brands/products. To gain an understanding of the customers' view, a survey was executed to understand the important factors of visual merchandising that influence the shopper's buying behavior.