The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer

Universal Journal of Management 1(2): 76-82, 2013 http://www.hrpub.org
DOI: 10.13189/ujm.2013.010206
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
*Corresponding Author: [e-mail]
Copyright © 2013 Horizon Research Publishing All rights reserved.
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 “Central Malls”. Four dimensions of visual merchandising viz. window display, in-store form/mannequ in 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 1. Introduction
Retail has caught lot of attention in the past one decade.
India as the ‘second most attractive retail destination’ globally among thirty emergent markets (1). In terms of purchasing power parity (PPP), India is ranked 4th largest economy after USA, China and Japan. Indian retail market is growing with the compounded annual growth rate of 46.64%.
One of the major contributors is the modernized retail format that is, “The Shopping Mall- the one stop destination”. In
India, retail industry contributes 10% of the GDP and 8% of the employment. The Indian retail market is estimated at
US$ 350 billion. But organized retail is

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