Visual merchandising and customers’ impulse buying behavior: a case of a fashion specialty store / Hadijah Iberahim... [et al.]

Iberahim, Hadijah and Zulkurnain, Nur Amira Zureena and Raja Ainal Shah, Raja Nazian Adila and Rosli, Siti Quraisyiah (2019) Visual merchandising and customers’ impulse buying behavior: a case of a fashion specialty store / Hadijah Iberahim... [et al.]. International Journal of Service Management and Sustainability (IJSMS), 4 (1). pp. 1-24. ISSN 2550-1569

Abstract

Visual merchandising is an extremely important element as the first visual cue that affects buying behavior of customers. This study aims to identify determinants of visual merchandising that influence customers’ impulse buying behavior. This study focuses on five elements of visual merchandising which are window display, mannequin display, floor merchandising, promotional signage and lighting. Investigation was conducted at a popular fashion specialty store in Kuala Lumpur, Malaysia. A total of 150 customers' feedback was collected. Results of statistical data analysis show that three out of five visual merchandising elements are important in influencing the customers’ impulse buying behavior. Window display, mannequin display and promotional signage are positively related and identified as determinants of effective visual merchandising for impulse buying decision at the women fashion specialty store. The research outcome extends understanding on the adverse effect of visual merchandising on customers’ behavior.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Iberahim, Hadijahhadijah6553@uitm.edu.my
Zulkurnain, Nur Amira Zureenan.a.z.zulkurnain@reading.edu.my
Raja Ainal Shah, Raja Nazian Adilanazianadila88@yahoo.com
Rosli, Siti Quraisyiahsitiquraisyiah@yahoo.com
Subjects: B Philosophy. Psychology. Religion > BF Psychology > Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology
B Philosophy. Psychology. Religion > BF Psychology > Personality
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus
Journal or Publication Title: International Journal of Service Management and Sustainability (IJSMS)
Journal: UiTM Journal > International Journal of Service Management and Sustainability
ISSN: 2550-1569
Volume: 4
Number: 1
Page Range: pp. 1-24
Official URL: http://www.ijsmssarawak.com/ijsms_vol_4_1/1.pdf
Item ID: 33251
Uncontrolled Keywords: Impulse buying behavior; visual merchandising; fashion specialty store
URI: http://ir.uitm.edu.my/id/eprint/33251

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