Abstract
Visual Merchandising is the practice in the retail industry for enhancing better experience of consumers and that can be done by developing floor plans and three-dimensional displays. An impulse purchase is an unplanned decision to buy a product or service, made just before a purchase, one who tends to make such purchases is referred to as an impulse purchaser or buyer. The intention of practicing visual merchandising is aimed at bring customers to the store and earn profits. The main purpose of this research paper is to study the most influential element of visual merchandising in impulse buying behaviour of customer in Sports Retail Outlet in Hubli City. The factors considered for the study are Window Display, Floor Merchandising, Mannequin Display and Promotional Signage. A questionnaire was administered and 150 responses were collected during the study. The data collected is analysed using Factor Analysis and Regression in SPSS. The researcher found that Promotional Signage and In-store Mannequin are the major influential factors in the selected element of the visual merchandising. It was also found from the study that the Influence of Promotion likes special signs and Signage like sale-signs were significantly associated with impulse buying behaviour.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Zenodo (CERN European Organization for Nuclear Research)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
