A STUDY ON THE EFFECT OF VISUAL MERCHANDISING ON THE CONSUMER IMPULSE BUYING BEHAVIOUR

Abstract

Visual merchandising is a technique to visually make the brand attractive and highlight the unique features of the store. The main aim and purpose of this study was to determine how visual merchandising influence impulse buying behaviour of customers. The study focuses on four major factors of visual merchandising i.e. influence of product display, influence of product shelf position and influence of promotion signage and how it influences the buying behaviour of the customers.It is realized that the consumers are influenced by internal and external stimuli. Internal factors refer to such as inner feelings and emotions whereas external factors referred as store atmosphere.The study concludes that the marketer should focus on visual Merchandising strategies for attracting customers and increase the footfall of the store.