Impact of Visual Merchandising on Customer Impulse buying behavior in retail stores in Sudan

Abstract

The principal objective of this project was to investigate the effect of Visual merchandising on customer impulse buying behavior in retail stores in Sudan. This study employed descriptive method, using the convenience sampling technique of non-probability sampling method. 168 questionnaire were administered to shoppers in Alanfal mall to examine the various factors of visual merchandising and its influence on consumers’ impulse buying behavior. The Pearson correlation test is used to check the correlations between impulse buying tendency and each of the four types of visual merchandising practices and multiple regression analysis was conducted for hypothesis testing to find out the relationships between impulse buying tendency and each of the four types of visual merchandising practices. The findings indicated that there was a positive relationship between visual merchandising and consumers’ impulse buying behavior. Moreover, the study revealed that the strongest correlation exist between impulse buying behavior and window display next to floor merchandising followed by In store form and Promotional signage. The findings are useful for retailers to choose an appropriate technique in presenting merchandise in the most attractive manner to catch the eyes of the customer to convert them into buyers of the products.