INFLUENCE OF VISUAL MERCHANDISING ON KIDS IMPULSE BUYING BEHAVIOUR - PERSPECTIVE OF PARENTS

Abstract

This research explores the impact of visual merchandising on childrens impulse buying behavior within retail environments. With a growing emphasis on marketing to children, understanding the role of visual cues in shaping their purchasing decisions is crucial for both retailers and parents. The study employs a mixed-methods approach, combining observational analysis of childrens reactions to visual stimuli in-store with surveys administered to parents to gauge the extent of impulse buying. The research aims to identify specific visual merchandising elements, such as color schemes, product placement, and interactive displays, which significantly influence childrens impulsive purchasing tendencies. Additionally, the study examines demographic factors, such as age and gender, to assess variations in the susceptibility to visual merchandising techniques. Insights gained from this research can contribute to the development of ethical guidelines for marketing to children and help retailers create environments that balance engaging displays with responsible consumer practices. Ultimately, this research contributes to a broader understanding of the intricate relationship between visual merchandising and childrens impulse buying behavior, providing practical implications for both industry stakeholders and policymakers. KEY WORDS: Visual Merchandising, Window Display, Floor Display, Promotional Signage, Mannequin Display