Visual Merchandising a Driver of Impulse Buying: A Literature Analysis

Abstract

Impulse buying is a highly hedonistic and pleasurable experience, giving the customer immediate satisfaction from fulfilling their buying need. Visual merchandising is a key component that drives the emotions of a consumer to engage in impulse buying behaviour. Empirical literature finds no single standardized attitude towards impulse buying, but rather explains the why’s and how’s behind an impulse purchase. In this paper, the author tries to explore the various factors that drive impulse purchases by shoppers. This paper gives a complete literature review on a range of extrinsic factors that affect impulsive purchasing. Components of visual merchandising like- mannequin displays, window displays, promotional signs, colors and lighting, cleanliness, layout, and interactive displays are effective for attracting consumers together with other extrinsic drivers. SOR theory was employed to build the conceptual framework of the study. Systematic review of literature method is used in this study. This paper provides valuable information to retailers to focus on these components of visual merchandising. Such elements tend to catch the eyes of walk- in customers to influence impulsive purchasers and grow their business. Based on content analysis, it may be concluded that an optimal blend of visual merchandising and other store elements pull consumers' interest in good sales. The research paper will act as a guiding tool for future researchers to comprehend the underlying causes and essential features of impulsive buying behavior by consumers.