A Study on Visual Merchandising Techniques and its Impact on Impulse Buying & Customer Patronage Intentions among Young Adults of Trichirapalli City

Abstract

Our Nation is becoming more modern now. Retail apparel is a most important sector in this scenario. The Researcher aimed to explore visual merchandising techniques and its relationship between a Customer impulse buying & Patronage intention in Apparel Segment among Trichirapalli, Tamilnadu (South India) young community. Researcher collected primary data through structured questionnaire among 150 young adults in Trichirapalli. The Questionnaire comprises of 2 parts. The First Part contains the demographic variables and the second part contains measures of impulse buying, window display, in store form/mannequin display, floor merchandising, promotional signage, & Corporate Identity. The Researcher used SPSS to analyze the data statistically. The tools used were Reliability Statistics, Pearson correlation test, Factor Analysis, Multiple regression analysis to show the effect on impulse buying and Patronage intention. The Researcher has proved that Visual merchandising will boost the impulse shopping behavior of the customers and make them loyal customers. The findings will be useful for retailers to perceive the nature of impulse buying behavior and its factors, such as visual merchandising, which can positively reinforce the sales and Customer relationship management.