Visual Merchandising and Impulsive Purchase Tendency: An Empirical Study of Consumers In Apparel Sector

PurposeThis study intends to investigate the impact of four elements of visual merchandising namely window display, mannequin display as wellas floor merchandising and promotional signage on impulse buying behaviour of customers in the apparel sector.MethodologyThe respondents of the given study constitute 200 customers from Varanasi. The responses were collected online via Google forms sincethe offline collection was not suitable due to Covid 19 norms.FindingsThe study revealed that all four elements of visual merchandising exert a significant influence on the impulse buying behaviour ofcustomers in the apparel sector. Promotional signage has the highest impact followed by the window display, floor merchandising, andmannequin display.ValueVisual merchandising influences closely impulse buying. And given the importance of impulse purchase in retailers’ sales revenue, itbecomes relevant to understanding the impact of visual merchandising on impulse buying tendency.