Journals Information
Universal Journal of Management Vol. 1(2), pp. 76 - 82
DOI: 10.13189/ujm.2013.010206
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The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India
Neha P. Mehta*, Pawan K. Chugan
Institute of Management, Nirma University, Ahmedabad, India
ABSTRACT
Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting 鈥淐entral Malls鈥�. Four dimensions of visual merchandising viz. window display, in-storeform/mannequin display, floor merchandising and promotional signage are studied and its impact on impulse buying behavior is found out. The results reveal that certain dimensions of visual merchandising do affect impulse purchase. Hence, visual merchandising is important for strategic marketing decisions to increase the sales of the stores.
KEYWORDS
Visual Merchandising, Window Display, In-Store form/Mannequin Display, Floor Display, Promotional Signage, Impulse Buying
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Neha P. Mehta , Pawan K. Chugan , "The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India," Universal Journal of Management, Vol. 1, No. 2, pp. 76 - 82, 2013. DOI: 10.13189/ujm.2013.010206.
(b). APA Format:
Neha P. Mehta , Pawan K. Chugan (2013). The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India. Universal Journal of Management, 1(2), 76 - 82. DOI: 10.13189/ujm.2013.010206.