THE EFFECT OF VISUAL MERCHANDISING ON IMPULSE BUYING TENDENCY AT WARDA

تاریخ : فروری ۲۰۱۸ - جولائی ۲۰۱۸

This study on visual merchandising is conducted to Understanding the extent to which dimensions of Visual Merchandising effect the dependent variable and investigating the theory of visual merchandising as one of the potential reasons for Impulse Buying Tendency. Four research hypotheses were formulated for this study. Hypothesis 1 - Window display in retail stores has high significant relationship with impulse buying behavior of customers. Hypothesis 2 - Mannequin Display has high significant relationship with impulse buying behavior of customers. Hypothesis 3 - Floor merchandising has high significant relationship with impulse buying behavior. Hypothesis 4 - Promotional signage has high significant relationship with impulse buying behavior. The purpose of this study is descriptive. The type of investigation is corelational because it measures the correlation between the independent variables i.e. Mannequin Display, Window Display, Visual Merchandising, Promotional Signage and Floor Merchandising with the dependent variable i.e. Impulse Buying Tendency. The unit of analysis are individuals. The target population are the students of the selected institutes who have visited any one of the three malls i.e. Emporium Mall, Packages Mall and Fortress Square Mall. The sample selected for this study includes students from Kinnaird College, Home Economics College and Lahore College. 220 responses were collected from undergraduate and postgraduate students. Convenience sampling or non-probability sampling technique has been used for this study. The results show that all hypotheses, suggesting positive relationship between dependent and independent variable, are verified by the study.