Effect of Visual Merchandising on Impulse Buying Behaviour: In Retail Stores of DHA, Islamabad.

Abstract

To find the effect of Visual Merchandising on Impulse Buying Behaviour for retail stores in DHA, Islamabad. Visual Merchandising is a practice by which floors and items are arranged in a store to increase the sales. For this variable four proxies were used; Store Atmosphere, In-Store Product Display, Window Display and Product Shelf Presentation. A purchase made by customers without having any prior intentions or planning to buy is known as Impulse Buying. The research is done on primary study basis and data collected though questionnaire. To find the association between the variables Regression Analysis was used. The result shows a positive relation between the four proxies of Visual Merchandising and Impulse Buying Behaviour. The Relationship between product shelf and window display was significant and positive whereas insignificant impact was found between store atmosphere and In-Store Product Display on impulse buying Behaviour.