Influence Of Visual Merchandising On Young Adults Impulse Buying Towards Sneakers
Influence of Visual Merchandising on young adults’ impulse buying towards sneakers
Cheng Che Long , Student ID:14021837D
Institute of Textiles and Clothing
The Hong Kong Polytechnic University
14021847d@connect.polyu.hk
Abstract:
Visual Merchandising is a powerful vehicle to promote a visual display and attract the customers to purchase the products by creating an extraordinary shopping experience, arranging the merchandise assortments, and designing the store layout etc. Visual Merchandising helps to attract the customers to focus on the displayed products and also improve the shopping experience by presenting the appropriate message about the merchandising in a special and unique method. A creative and innovative visual merchandising can be an important role to lead the decision making of purchase by the customer. A successful visual merchandising can drive customers the willingness to purchase the product by impressing them in a short period. This action is one of the buying patterns, impulse buying. Impulse buying is generally defined as “unplanned buying”, which means the customer makes any purchase but has not planned in advance. This study is going to identify and evaluate the relationship between the effect of visual merchandising and customers’ impulse buying behavior. The main objective of this project is to study the influence of visual merchandising, especially these three types of visual merchandising, window display, store layout and promotional signage. In order to get a deeper understanding on the impulse buying behavior of the customers, sneakers will be the selected product to be measured. In this study, how do the visual merchandising elements drive the young adults (age 18-30) purchase the sneaker with impulse buying behavior would be the core research question to be discussed.
Keywords: Visual Merchandising, Impulse buying, Window display, Store layout, promotion, sneakers
Introduction:
Visual Merchandising is a mixture of marketing based
Cheng Che Long , Student ID:14021837D
Institute of Textiles and Clothing
The Hong Kong Polytechnic University
14021847d@connect.polyu.hk
Abstract:
Visual Merchandising is a powerful vehicle to promote a visual display and attract the customers to purchase the products by creating an extraordinary shopping experience, arranging the merchandise assortments, and designing the store layout etc. Visual Merchandising helps to attract the customers to focus on the displayed products and also improve the shopping experience by presenting the appropriate message about the merchandising in a special and unique method. A creative and innovative visual merchandising can be an important role to lead the decision making of purchase by the customer. A successful visual merchandising can drive customers the willingness to purchase the product by impressing them in a short period. This action is one of the buying patterns, impulse buying. Impulse buying is generally defined as “unplanned buying”, which means the customer makes any purchase but has not planned in advance. This study is going to identify and evaluate the relationship between the effect of visual merchandising and customers’ impulse buying behavior. The main objective of this project is to study the influence of visual merchandising, especially these three types of visual merchandising, window display, store layout and promotional signage. In order to get a deeper understanding on the impulse buying behavior of the customers, sneakers will be the selected product to be measured. In this study, how do the visual merchandising elements drive the young adults (age 18-30) purchase the sneaker with impulse buying behavior would be the core research question to be discussed.
Keywords: Visual Merchandising, Impulse buying, Window display, Store layout, promotion, sneakers
Introduction:
Visual Merchandising is a mixture of marketing based
References: Khurram L.Bhatti & Seemab Latif (2013), The Impact of Visual Merchandising on Consumer Impulse Buying Behaviour Amandeep Kaur, Assistant Professor, Khalsa College Patiala (2013), Effect of Visual Merchandising on Buying Behavior of Customers in Chandigarh Sujata Khandai, Bhawna Agrawal and Anju Gulla (2012), Visual merchandising as an antecedent to impulse buying: an indian perspective Laurent Hubrechts & Beyhan Kokturk (2012), Effects of visual merchandising on young consumers’ impulse buying behavior.