Abstract
The purpose of this paper is to investigate the relation between apparel impulse buying behavior and visual merchandising among Iranian young adult females. For this purpose a sample of 150 young adult females in Iran complete the questionnaire which contained measures of impulse buying, window display, in store form/mannequin display, floor merchandising, promotional signage, cross merchandising design. The outline for analysis is as follows: first, descriptive statistic and frequency table. Then Kolmogorov-Smirnov test, principal component analysis with reliability test, Pearson correlation test. Finally, multiple linear regression analysis for hypotheses testing and BETA analysis to illustrate the greater effect on impulse buying. The results of the present study prove that there is a pivotal relation between Iranian young adult females’ impulse buying behavior and three types of visual merchandising practices: window display, in store form/mannequin and promotional signage. The findings are useful for retailers to perceive the nature of impulse buying behavior and factors, such as visual merchandising, which can influence consumer’s impulse buying behaviors.
Highlights
It is claimed that four out of five percent of all purchases in special product categories is allocated to impulse buying in USA and it makes up $4 billion annually[1]
Iranian young adult females who purchase on impulse are influenced by promotional signage
This study investigated a structural model that examined the relationships among visual merchandising factors and apparel impulse buying behavior of 150 young adult female in Iran
Summary
It is claimed that four out of five percent of all purchases in special product categories is allocated to impulse buying in USA and it makes up $4 billion annually[1]. We are cognizant of the importance of developing and effective strategy because completion in retail sector have been increasing during last years[2]. Previous research in Iran proved that women are more engaged in apparel impulse buying than men[3]. Other researches in Iran showed that merchandising can influence consumer’s buying behavior[4]. In a research by Kim[10], it is proved that in store display and promotional signage can influence college’s apparel impulse buying behavior[10]. Researches in Iran have investigated the impulse buying behavior and merchandising separately, they have never investigated the relation between apparel
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