Examining the Moderating Role of Disposable Income on the Relationship of Consumer's Impulse Buying Behaviour and Visual Merchandizing: A Study on Fashion Merchandizing in Thailand

Abstract

Buyer’s intentions are varied which can get impacted with visual contacts, stimulus interaction and perceptual interfaces. The current study has attempted to analyse the moderating role of disposable income on the relationship of visual merchandise and impulse buying behaviour of consumers. This has also intended to explore the relationships between Visual Marketing and Impulse Buying Behaviour. Being descriptive in nature the study has incorporated multiple regression and correlation analysis to test the presumptions. The statistical inferences have supported the presumptions which have further suggested the managerial implications.