International Journal of Contemporary Research In Multidisciplinary, 2026;5(2):269-274
Impact of Visual Merchandising Elements on Consumers’ Impulsive Buying Behaviour in Small-Scale Apparel Retail Stores of Chhattisgarh
Author Name: Abhishek Marshell Lewis; Dr. Vivek Bajpai;
Abstract
In retail settings, visual merchandising has become a key tactic for influencing customer behaviour. This study looks at how visual merchandising components affect customers' impulsive purchasing decisions in Chhattisgarh's small-scale clothing retail establishments. A structured questionnaire was used to gather primary data from 385 consumers using a descriptive and quantitative research design. Window displays, mannequin displays, shelf presentation, and store atmosphere, which includes colours, music, and lighting, are important visual merchandising components that were looked at. Regression analysis, correlation, and descriptive statistics were among the statistical methods used. The results show that visual merchandising has a major impact on impulsive purchasing behaviour, with window displays and store ambience being the most potent inducers of impulsive purchases.
Keywords
Visual Merchandising, Impulsive Buying Behaviour, Apparel Retail Stores, Consumer Behaviour, Store Atmosphere