Visual Merchandising A Study on Impulsive Buying Behavior of Apparel Customers in Organized Retail Stores in Bangalore Region

Abstract

The apparel retail market has achieved a phase of growth and stability in the Indian retail sector. With the economic expansion and fast-changing consumer behavior, the apparel market is continuously observing changes in form of consumer choice and preferences. It is posing challenges for a retailer to design its marketing strategies effectively. Visual merchandising aids in a creative way of presenting merchandise to engage and inspire apparel shoppers to buy. A study of visual merchandising elements is undertaken to know the influence on the impulsive buying behavior of apparel customers in organized retail store format in the Bangalore region. Visual merchandising draws customer s attention in the shortest time period, creates an impression, effectively educating store merchandise, serves as an important tool to promote store sales. Visual merchandising efforts of a retailer influence consumer behavior serving as a stimulus, it persuades apparel customers to engage in impulsive buying. The purpose of the research is to identify the influence of visual merchandising efforts of apparel retailers considering five key variables like a window display, mannequin display, promotional signages, color and lighting, and store layout. Visual merchandising efforts of apparel retailer was studies to know the possible influence on impulsive buying behavior of a customer. The study was carried out in a geographical area of the Bangalore urban region. Internal factors and external factors that influence apparel shoppers are studied to understand the influence of key factors on impulsive buying behavior exhibited while shopping apparel. A Questionnaire was administered to 495 respondents following a simple random sampling technique. Analysis of data was done using SPSS software. Correlation, Regression, EFA, Chi-square, and Anova analysis was carried out to know the influence of visual merchandising efforts, internal and external factors on impulsive buying behavior. The outcome of the results shows acceptance of all alternati