Impact of Visual Merchandising on Impulse Buying: A study on Clothing segment in Kurunegala District

Abstract

The evolution of visual merchandising brought about a new process of shopping. It is an art of presentation, which puts the merchandiser in focus. Visual Mechandizing includes different types of visual merchandising techniques. Visual merchandising is used in all the fields such as fashion, technology, accessories market and so on. It is today a lifeline of clothing retail stores because clothings have short product life cycles. The purpose of this paper is to investigate the relation between visual merchandising and impulse buying among clothing retail consumers in Kurunegala district. Questionnaires which contained measures of impulse buying, window display, mannequin display, floor merchandising, promotional signage and cross merchandising were administrated among 400 consumers who resides in Kurunegala divisional secretariat area. The outline for analysis is reliability test for dependent and independent variables, descriptive statistic Pearson correlation test and finally, multiple linear regression analysis to illustrate the greater effect on impulse buying. The results of the present study showed that the mean value for the variables were high ie the score is more than 3.5. Correlation analysis showed that there were weak positive relationships (r = 0.104, 0.107, 0.211, 0.101 p< 0.05) between mannequin display, floor merchandising, promotional signage, cross merchandising and impulse buying while strong positive relationship (r = 0.729, p< 0.05) between window display and impulse buying. And it is proved that there is pivotal relationship between types of visual merchandising practices and impulse buying.