Abstract:
Due to increasing competition and the similarity of merchandise, retailers
utilize visual merchandising to differentiate their offerings from others' as
well as to improve the desirability of products. The purpose of this research
was to investigate the relationship between customer apparel impulse buying
behaviours and visual merchandising such that window display, mannequin
display, floor merchandising and promotional signage. The study was
conducted at 20 selected famous clothing stores in Ampara District. A
response of 200 fashion cloth customers was collected through the structured
questionnaire. and the multiple regression analysis was carried out using
SPSS 25 to find the relationships between customer impulse buying and visual
merchandising. The result of the present study shows that the significant
(p<0.05) positive relationship was observed among customer’s impulse
buying behaviours and window display (α1 = 0.217), mannequin display (α2
= 0.332), floor display (α3 = 0.448), and promotional signage (α4 = 0.478).
The study reveals that visual merchandising should be considered a pivotal
component of a strategic marketing plan in support of increased sale and
positive image about retailer at fashion clothing stores. Further, shows the
insight to Sri Lankan fashion retailers about types of visual merchandising
that can influence consumers' impulse buying behaviours. The study
recommends that even though impulse buying behaviour might have been
more likely associated with external factors, it is strongly related to internal
factor as well, therefore, this study could be extended to investigate both
internal and external factors through the combination of the quantitative and
qualitative research approach.
