• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2016, Volume: 9, Issue: 35, Pages: 1-17

Original Article

A Study on Impulse Buying Behaviour in the Backdrop of Customer Perception towards Visual Merchandising and Other Service Attributes at Organized Retail Outlets in Hyderabad


Organized Retail Sector is expanding at a rapid pace in India and it is leading to the phenomenon of Impulse buying by the customers at these stores which is not seen in the previous decade. The purpose of conducting the research is to find the Impact of Effective Visual Merchandising (VM) on the impulse buying behavior of customers at various retail stores in Andhra Pradesh. Objectives: To find the satisfaction attributes of Customers at Organized retail Outlets and how VISUAL MERCHANDIZING is affecting impulse decisions of the customer. Methods/Analysis: In this study we used various questions on life-style attributes and satisfaction with life scale variables for collecting information and tried to study their effect on customer impulse behavior. A survey of 488 retail customers was done and results interpreted in this paper. SPSS 16 was used to implement methods like CHI-SQUARE on the data and correlate the various factors needed. Findings: We provide a comprehensive insight into the various factors that are affecting the impulsiveness of the customer. As the previous research data was not focusing on the phenomenon of Impulse behavior and Visual merchandising, we tried to do depth analysis of the same which will be useful for future researchers.
Keywords: Display, FDI, Impulse, Layout, Organized, Visual Merchandise 


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