Published Paper Details:

The scope of visual merchandising is growing rapidly with advances in technology. Retailers need to ensure their visual merchandising has stronger impact, as competition in the present scenario is high, and retailers are ready to spend more on visual merchandising to attract customers. Visual merchandising has become a tool which can be used by many retailers. The current study examines the impact of visual merchandising, store layout, in-store product display, window display, and promotional signage on impulse buying behaviour of customers in retail stores. The Overview of the study suggest that visual merchandising elements do have a significant impact on impulse purchase in retail stores, with store layout having the highest impact, followed by promotional signage, and window display, while in-store product display did not have a significant impact on impulse purchase. Further, for only store layout had a significant positive impact on impulse purchase on the other hand, store layout, window display and promotional signage had significant positive impact on impulse purchase.