The Role of Visual Merchandising in Impulse Buying Behavior: An exploration from the lens of young adult consumers

  • Hafsa Waseem Lahore College for Women University, Lahore, Pakistan

Abstract

The study was conducted to identify the relationship between young adult consumer’s impulse buying behavior and visual merchandising. Five techniques of visual merchandising which are window display, store layout, lighting, promotional signage and brand name was considered in the study to determine the effect. A convenient sampling technique was used to gather data. The young adult consumer’s including male and female (N=290, age range between 16 to 35 years) was considered for data gathering. To study the variables, questionnaire is adapted from different author’s (Rook & Fisher, 1995),(Bhalla & Anuraag, 2010),(Wanninayake & Randiwela, 2007),(Dua & Karolia, 2008),(Bhatti & Latif, 2014). Stepwise regression showed that five dimensions of visual merchandising window display, store lay out, lighting, promotional signage and brand name effect young adults consumers’ impulse buying behavior directly. Findings also indicate that Visual merchandising has turned out to be an essential variable nowadays to attract consumers and to increase sales.

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Published
2018-07-04
How to Cite
WASEEM, Hafsa. The Role of Visual Merchandising in Impulse Buying Behavior: An exploration from the lens of young adult consumers. Sukkur IBA Journal of Management and Business, [S.l.], v. 5, n. 1, p. 85-99, july 2018. ISSN 2410-1885. Available at: <http://journal.iba-suk.edu.pk:8089/SIBAJournals/index.php/sijmb/article/view/191>. Date accessed: 17 july 2018. doi: https://doi.org/10.30537/sijmb.v5i1.191.