Effect of Visual Merchandising on Apparel Impulse Buying Behaviors among Iranian Young Adult Females

Abstract

The purpose of this paper is to investigate the relation between apparel impulse buying behavior and visual merchandising among Iranian young adult females. For this purpose a sample of 150 young adult females in Iran complete the questionnaire which contained measures of impulse buying, window display, in store form/mannequin display, floor merchandising, promotional signage, cross merchandising design. The outline for analysis is as follows: first, descriptive statistic and frequency table. Then Kolmogorov-Smirnov test, principal component analysis with reliability test, Pearson correlation test. Finally, multiple linear regression analysis for hypotheses testing and BETA analysis to illustrate the greater effect on impulse buying. The results of the present study prove that there is a pivotal relation between Iranian young adult females’ impulse buying behavior and three types of visual merchandising practices: window display, in store form/mannequin and promotional signage. The findings are useful for retailers to perceive the nature of impulse buying behavior and factors, such as visual merchandising, which can influence consumer’s impulse buying behaviors. Keywords: Consumer Behavior, Impulse Buying Behavior, Visual Merchandising

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