Impact of Visual Merchandising Strategies on Impulse Buying Behaviour in Indian Fast Fashion Industry

In the dynamic Indian retail landscape, fast fashion brands are increasingly employing visual merchandising techniques to differentiate themselves in a competitive market and enhance product appeal. This study examines the relationship between visual merchandising elements and impulse buying behaviour among young Indian consumers in urban areas. The research focused on four key visual merchandising components: window displays, in-store mannequin presentations, floor layouts, and promotional signage. Data was collected from young adult respondents through a structured questionnaire administered at popular fast fashion stores across urban centres. Multiple regression analysis was performed to determine the impact of visual merchandising on impulse purchasing decisions. Results revealed significant positive correlations between impulse buying behaviour and all four visual merchandising elements. Notably, promotional signage emerged as the strongest influencer of impulse purchases among young Indian consumers, followed by floor layouts, mannequin presentations, and window displays. The study highlights the critical role of visual merchandising in shaping consumer behaviour in India's fast fashion sector. It provides valuable insights for both domestic and international retailers operating in the Indian market, emphasizing the need to tailor visual merchandising strategies to local preferences and shopping habits. Furthermore, the research underscores the importance of integrating visual merchandising into broader marketing strategies to enhance brand image and drive sales in the competitive Indian retail environment. Future studies could explore the interplay between visual merchandising and other factors such as online integration, social media influence, and culturally specific design elements in the Indian context. Additionally, extending this research to tier-2 cities and rural markets could provide a more comprehensive understanding of visual merchandising's impact across diverse consumer segments in India.