Visual Merchandising and Customers’ Impulse Buying Behavior: A Case of a Fashion Specialty Store

2020 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Hadijah Iberahim ◽  
Nur Amira Zureena Zulkurnain ◽  
Raja Najwa Syamim Raja Ainal Shah ◽  
Siti Quraisyiah Rosli
Keyword(s):  
Adverse Effect ◽  
Statistical Data ◽  
Impulse Buying ◽  
Kuala Lumpur ◽  
Statistical Data Analysis ◽  
Buying Behavior ◽  
Specialty Store ◽  
Research Outcome ◽  
Five Elements ◽  
Visual Merchandising

Visual merchandising is an extremely important element as the first visual cue that affects buying behavior of customers. This study aims to identify determinants of visual merchandising that influence customers’ impulse buying behavior. This study focuses on five elements of visual merchandising which are window display, mannequin display, floor merchandising, promotional signage and lighting. Investigation was conducted at a popular fashion specialty store in Kuala Lumpur, Malaysia. A total of 150 customers' feedback was collected. Results of statistical data analysis show that three out of five visual merchandising elements are important in influencing the customers’ impulse buying behavior. Window display, mannequin display and promotional signage are positively related and identified as determinants of effective visual merchandising for impulse buying decision at the women fashion specialty store. The research outcome extends understanding on the adverse effect of visual merchandising on customers’ behavior.

scholarly journals ANALISIS PENGARUH VISUAL MERCHANDISING PADA PERILAKU IMPULSE BUYING: STUDI MEREK H&M

2019 ◽  
Vol 6 (1) ◽  
pp. 43-57
Author(s):  
Adrian Achyar ◽  
Andrea Rahardiana
Keyword(s):  
Impulse Buying ◽  
Retail Outlet ◽  
Buying Behavior ◽  
Retail Outlets ◽  
Fashion Retail ◽  
Visual Merchandising ◽  
The Impact

This article aims to investigate the impact of visual merchandising on impulse buying behavior; case study on fashion retail outlet : H&M Grand Indonesia, Central Jakarta. Our respondents in this study are H&M consumers in this outlet who had experience in carrying out unplanned purchase transactions on products at H & M Grand Indonesia outlets in the last two months. The number of our respondents are 120 people. We process our ada using SPPS and Lisrel. The results show that the window display, in-store form, floor merchandising, and promotional signage have an effect on the behavior of impulse buying at the fashion retail outlets H & M Grand Indonesia Jakarta Pusat   Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising PadaPerilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H&M Grand Indonesia Jakarta Pusat.

scholarly journals Miniso Royal Plaza Surabaya Consumer Impulse Buying Behavior

2021 ◽  
Vol 2 (1) ◽  
pp. 1-11
Author(s):  
Nurul Silfiyah Isnaini ◽  
Noerchoidah
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Research Data ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Price Discount ◽  
Empirical Results ◽  
Visual Merchandising

This research is to analyze the effect of price discount, visual merchandising, shopping lifestyle on impulse buying of Miniso Royal Plaza Surabaya consumers. The research data used were 105 respondents using multiple linear regression to analyze the data. The empirical results of the study prove that price discount has a positive and significant effect on impulse buying, visual merchandising has a positive and significant effect on impulse buying, shopping lifestyle has a positive and significant effect on impulse buying. Furthermore, it was simultaneously found that price discount, visual merchandising, shopping lifestyle onimpulse buying. 

scholarly journals Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?

2020 ◽  
Vol 11 (3) ◽  
pp. 209-215
Author(s):  
Evelyn Wijaya ◽  
Onny Setyawan
Keyword(s):  
Marketing Strategy ◽  
Multiple Regression ◽  
Quantitative Method ◽  
Sampling Technique ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Promotional Activity ◽  
Linear Approach ◽  
Asking Questions ◽  
Visual Merchandising

The research aimed to analyze the influence of visual merchandising, store atmosphere, availability of money, and promotional activity on impulse buying behavior in MINISO Pekanbaru. The research applied a quantitative method, and the population was consumers who purchased any product in MINISO Pekanbaru. The sample amounted to 150 respondents with an accidental sampling technique. The instrument used was a questionnaire by asking questions to respondents. Analysis was conducted by using a multiple regression linear approach with IBM SPSS 23. The results show that the store atmosphere does not significantly influence impulse buying behavior. Meanwhile, visual merchandising, availability of money, and promotional activity significantly affect the impulse buying behavior. The results imply that MINISO Pekanbaru has implemented a proper marketing strategy to attract consumers to buy impulsively. However, MINISO Pekanbaru needs to re-consider the display and information placement about the products so that the consumers feel comfortable and content to spend a longer time there.

scholarly journals Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior

2020 ◽  
Vol 2 (2) ◽  
pp. 167
Author(s):  
Nurudin Nurudin
Keyword(s):  
Consumer Behavior ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Significant Development ◽  
Analysis Technique ◽  
Impulsive Buying ◽  
Considerable Impact ◽  
Visual Merchandising

<p>Consumer behavior undergoes a very dynamic and significant development, which is caused by various factors. Consumer behavior is related to the factors behind the interest and decision to buy. This study aims to determine the effect of visual merchandising, store atmosphere, and sales promotion on impulse buying behavior. The method used in this research is quantitative. The sample used is supermarket consumers in Demak. The sampling technique used purposive sampling. The data analysis technique used multiple linear regression. The results showed that visual merchandising had a significant effect on impulsive buying behavior, store atmosphere has a considerable impact on impulsive buying behavior, and sales promotion significantly affected impulsive buying behavior. Therefore, in the future, if you want to optimize buyer interest, these three factors need to be considered.</p>

scholarly journals The Role of Visual Merchandising in Impulse Buying Behavior: An exploration from the lens of young adult consumers

2018 ◽  
Vol 5 (1) ◽  
pp. 85
Author(s):  
Hafsa Waseem
Keyword(s):  
Young Adult ◽  
Data Gathering ◽  
Sampling Technique ◽  
Impulse Buying ◽  
Brand Name ◽  
Buying Behavior ◽  
Five Dimensions ◽  
Essential Variable ◽  
Visual Merchandising ◽  
Age Range

The study was conducted to identify the relationship between young adult consumer’s impulse buying behavior and visual merchandising. Five techniques of visual merchandising which are window display, store layout, lighting, promotional signage and brand name was considered in the study to determine the effect. A convenient sampling technique was used to gather data. The young adult consumer’s including male and female (N=290, age range between 16 to 35 years) was considered for data gathering. To study the variables, questionnaire is adapted from different author’s (Rook & Fisher, 1995),(Bhalla & Anuraag, 2010),(Wanninayake & Randiwela, 2007),(Dua & Karolia, 2008),(Bhatti & Latif, 2014). Stepwise regression showed that five dimensions of visual merchandising window display, store lay out, lighting, promotional signage and brand name effect young adults consumers’ impulse buying behavior directly. Findings also indicate that Visual merchandising has turned out to be an essential variable nowadays to attract consumers and to increase sales.

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