The Influence of Store Characteristics on Consumers’ Impulse Buying Behaviour

Impulse buying has been considered a pervasive and distinctive phenomenon in the American lifestyle and has been receiving increasing attention from consumer researchers. The retailers today are using the visual merchandising tool to differentiate themselves from their competitors and to be a prominent leader in the market to attract the customers. Visual Merchandising is the presentation of merchandise as well as a store in order to attract customers. It is an attractive way and an eye-catching technique to tell customers what the store stands for and offers to its potential customers. The retailers today are using the merchandising tool to differentiate themselves from other competitors and to be prominent in the market and attract the customers. The main purpose of this research study is to understand visual merchandising and its impact on consumer buying behavior. This study was conducted to test how the visual merchandising and outlook factors impact store image and customer buying behavior. It is found that window display, fixture, signage, mannequin, colors and lighting were significantly associated with consumer buying behavior. In order to stand out in the increasing competition, it is important that retailers design their store and present it in a creative and eye-catching manner. Greater concern should be given to the product displayed in windows and on mannequins as they are drivers of store visits.