Determinants of Customer Impulse Buying Behavior at Product Specialist Fashion Retail Stores

Visual merchandising is an extremely important as the first visual cue that affects buying behavior of customers. This study aims to predict determinants of visual merchandising that influence customer impulse buying behavior. This study focuses on five elements of visual merchandising which are win...

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Bibliographic Details
Published in:Journal of economic & management perspectives 2018-03, Vol.12 (1), p.538-544
Main Authors: Iberahim, H, Zureena, Z N A, Adila, R A S Raja N, Quraisyiah, R Siti
Format: Article
Language:English
Subjects:
Consumers
Customers
Discount department stores
Impulse buying
Influence
Lighting
Market positioning
Merchandising
Retail stores
Sales
Signs
Social networks
Studies
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Summary:Visual merchandising is an extremely important as the first visual cue that affects buying behavior of customers. This study aims to predict determinants of visual merchandising that influence customer impulse buying behavior. This study focuses on five elements of visual merchandising which are window display, mannequin display, floor merchandising, promotional signage and lighting. The study was conducted at some popular product specialist retail stores on well-known fashion streets in Kuala Lumpur. A total of 150 feedbacks were collected from customers. Results of statistical data analysis show that three out of five visual merchandising elements are important in influencing the customer impulse buying behavior. Window display, mannequin display and promotional signage are determinants of effective visual merchandising for impulse buying behavior at Muslim women product specialist fashion retail stores.
ISSN:2523-5338
2523-5338