THE IMPACT OF VISUAL MERCHANDISING ON IMPULSE BUYING BEHAVIOUR OF FASHION STUDENTS

2020 ◽  
Vol 33 (03) ◽  
Author(s):  
Saurabh Sumanyu ◽  
◽  
Aakanksha Singh ◽  
Dr. Shakeel Iqbal ◽  
◽  
...  
Keyword(s):  
Impulse Buying ◽  
Visual Merchandising ◽  
Buying Behaviour ◽  
The Impact ◽  
Fashion Students

scholarly journals ANALISIS PENGARUH VISUAL MERCHANDISING PADA PERILAKU IMPULSE BUYING: STUDI MEREK H&M

2019 ◽  
Vol 6 (1) ◽  
pp. 43-57
Author(s):  
Adrian Achyar ◽  
Andrea Rahardiana
Keyword(s):  
Impulse Buying ◽  
Retail Outlet ◽  
Buying Behavior ◽  
Retail Outlets ◽  
Fashion Retail ◽  
Visual Merchandising ◽  
The Impact

This article aims to investigate the impact of visual merchandising on impulse buying behavior; case study on fashion retail outlet : H&M Grand Indonesia, Central Jakarta. Our respondents in this study are H&M consumers in this outlet who had experience in carrying out unplanned purchase transactions on products at H & M Grand Indonesia outlets in the last two months. The number of our respondents are 120 people. We process our ada using SPPS and Lisrel. The results show that the window display, in-store form, floor merchandising, and promotional signage have an effect on the behavior of impulse buying at the fashion retail outlets H & M Grand Indonesia Jakarta Pusat   Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising PadaPerilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H&M Grand Indonesia Jakarta Pusat.

scholarly journals Culture and Personality: A Examination of Impulsive Buying Behavior of Indian Consumers

2019 ◽  
Vol 8 (3S) ◽  
pp. 467-474
Keyword(s):  
Personality Traits ◽  
Big Five Personality ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Impulsive Buying ◽  
Indian Consumers ◽  
Unplanned Buying ◽  
Buying Behaviour ◽  
External Stimuli ◽  
The Impact

The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimuli on impulse buying behaviour. Impulse buying is an unplanned buying or accidental behaviour of consumers. This paper tries to establish a relationship between different personality traits and accidental behaviour of consumers. The impact of Big Five personality traits and culture (Individualism and Collectivism) on the impulsive buying behavior is studied. Data has been collected from consumers using structured questionnaire on a five-point Likert’s scale. The data would be analysed through various statistical tools using SPSS.

The Impact of Culture on Impulse Buying Behaviour

2020 ◽  
Vol 11 (1) ◽  
pp. 71-71
Author(s):  
Fairuz Chowdhury ◽  
Melita Mehjabeen
Keyword(s):  
Cultural Context ◽  
Emerging Economy ◽  
Cultural Dimensions ◽  
Situational Factors ◽  
Target Market ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Specific Product ◽  
Buying Behaviour ◽  
The Impact

Beatty and Ferrell (1998) define impulse buying as a sudden and immediate purchase without pre-shopping intention to either buy a specific product or fulfill a task. Several studies have been conducted to understand the factors that encourage/ affect impulse buying (Lim and Yazdanifard, 2015). Muruganantham and Bhakat (2013) state impulse buyers are influenced by several factors that could be either related to the shopping environment, shoppers' traits, situational factors, or cultural factors. Cultural aspects of impulse buying can help both practitioners and researchers to develop a better understanding of impulse buying (Muruganantham and Bhakat, 2013; Park and Choi, 2013; Kacen and Lee, 2008). Typically, the focus of marketers has been only on the individualism/collectivism or power distance dimensions at the cultural level (Zhang et al., 2010; Shoham et al., 2015); therefore consumer behavior researchers call for further research that includes several dimensions of Hofstede's cultural model which may reveal essential insights about the understanding of consumers' impulse buying behavior (Park and Choi, 2013; Shoham et al., 2015). This paper fulfills this gap and explores the impact of culture on impulse buying behavior in an emerging economy like Bangladesh. The study also expands the understanding of the insights gained by considering all six cultural dimensions of Hofstede, which has not been previously conducted in the context of an emerging economy. Bangladesh, with a GDP growth rate of more than 6% over the last decade along with an increasingly growing affluent middle-class consumers, has become a hotspot of global companies as more and more of these companies are expanding to the Bangladesh market. Thus marketers need to have some comprehension of the cultural context of the target market to formulate the right marketing strategies. Keywords: Impulse Buying Behaviour, Culture, Emerging Economy

scholarly journals The Influence of External Stimuli on Impulsive Buying Behaviour

2021 ◽  
Vol 4 (1) ◽  
pp. 97-116
Author(s):  
DR. SYED HAIDER KHALIL ◽  
ALI RAZA
Keyword(s):  
Credit Card ◽  
Income Level ◽  
Primary Data ◽  
Impulse Buying ◽  
Impulsive Buying ◽  
Visual Merchandising ◽  
Store Environment ◽  
Buying Behaviour ◽  
External Stimuli ◽  
Behavioural Aspects

The aim of current study is to critically examine impulse buying behaviour of customers through the lens of external stimuli. The current study provides a plethora of evidences to extend our knowledge about the behavioural aspects of consumers and key factors of buying decision. The current study looked into External Stimuli through sub factors such as Store Environment, Income Level, Window Display, Credit Card and Visual merchandising to examine their significance on impulse buying. For finding the correlation and interconnectedness of impulsive buying with the above-mentioned factors, we collected primary data through questionnaire survey, which was then analysed using quantitative analysis method. The findings of our study suggest that Store Environment and Income level are highly influential on impulsive buying behaviour whereas the use of credit card has the least impact on impulsive buying behaviour.

Fast fashion environments: consumer’s heaven or retailer’s nightmare?

2017 ◽  
Vol 45 (2) ◽  
pp. 143-157 ◽  
Author(s):  
Sasikarn Chatvijit Cook ◽  
Jennifer Yurchisin
Keyword(s):  
Positive Attitude ◽  
Consumer Behaviour ◽  
Emotional Responses ◽  
Impulse Buying ◽  
Product Returns ◽  
Fast Fashion ◽  
Content Type ◽  
Buying Behaviour ◽  
Post Purchase ◽  
The Impact

Purpose The current research explored both pre-purchase and post-purchase factors of consumer behaviour. Specifically, the purpose of this paper is to investigate the relationships that may exist among consumers’ perceptions of perishability, scarcity, low price, attitudes, impulse buying, post-purchase emotions, and product returns within the context of the fast fashion environments. Design/methodology/approach A total of 246 usable questionnaires completed by female undergraduate students, who made purchases and product returns at fast fashion retailers, were analysed in SPSS and AMOS 23.0. Structural equation modelling was employed to test the hypotheses. Findings Consumers who are attracted to scarcity due to limited supply and scarcity due to time, referred to as perceived perishability, have a positive attitude towards the fast fashion retailers in which products are presented in scarce environments. Likewise, consumers have a positive attitude towards fast fashion retailers due to low priced merchandises they offer. Consequently, consumers who have a positive attitude towards the fast fashion retailers are likely to purchase products from them impulsively. Moreover, impulse buying behaviour positively influenced some negative post-purchase emotional responses, which in turn positively influenced product returns in the fast fashion environments. Research limitations/implications The results of the current study contribute to a greater understanding of apparel-related consumer behaviour in general. A theory formation of fast fashion consumer behaviour from acquisition to disposal can be drawn from the results of this study. Because some fast fashion retailers do sell clothing for both men and women, researchers could compare the responses of males and females to examine differences in consumer behaviour related to demographic characteristics. In the future, an examination of actual emotional responses and return behaviour would be beneficial for a more complete understanding of post-purchase consumer behaviour. Practical implications Fast fashion retailers could use this information to carefully design shopping environments that induce impulse buying behaviour because it may result in product returns. Fast fashion retailers need to understand the causes of the return behaviour, whether consumer related or product related, to better meet the needs of their target market. Return policies must be considered. Originality/value This research is the first to examine the impact of negative emotions following consumers’ impulse buying on product returns in the fast fashion retail environments.

scholarly journals Does Education Affect the Online Impulse Buying in Millennials?

2020 ◽  
Vol 8 (2S12) ◽  
pp. 100-103
Keyword(s):  
Generation Y ◽  
Research Paper ◽  
Impulse Buying ◽  
Impulsive Buying ◽  
Buying Behaviour ◽  
The Impact ◽  
Buying In

The popularity and acceptance of online medium for buying and selling has increased both in terms of popular acceptance and widespread reach in every nook and corner of the country. A similar rise has been observed in the tendency of online impulsive buying behaviour too. Impulsive or impulse buying is unplanned and often done in a fraction of second over some human stimulus that is usually uncontrollable. There is no doubt to the fact that the exposure and inclination towards online medium as a buying platform has increased significantly over the last few years amongst all and its rise is particularly noteworthy in the generation Y. Today this young and well educated group qualifies to be an important segment for marketers. This research paper explores the impact of education over online impulsive buying behaviour in millennials of today.

scholarly journals Factors Affecting In-store Impulse Buying Behavior: An Analysis of Personal Care Products

2019 ◽  
Vol 2 (4) ◽  
pp. 7-11
Author(s):  
Aiza Aziz Qureshi ◽  
Hira Vakkassi
Keyword(s):  
Data Collection ◽  
Research Question ◽  
Personal Care Products ◽  
Impulse Buying ◽  
Personal Care ◽  
Buying Behavior ◽  
Product Price ◽  
Product Packaging ◽  
Buying Behaviour ◽  
The Impact

Impulse Buying is considered the most common buying behaviour nowadays and has a significant influence on buying decisions of the consumers. This behaviour is influenced by many factors, these factors can be internal as well as external and many researchers have contributed in this area by determining these factors and describing their significance. Today, the competition has increased and marketers are constantly trying to trigger the Impulse Buying behaviour of consumers to increase their sales through these factors; both internal and external. This study revolves around analyzing the impact of 10 external/store environment factors – retail store offer, promotions, in-store advertisements, in-store displays, store traffic, product price, popularity of the product, packaging of the product, behavior of salesperson and store atmospherics- on the Impulse Buying behavior of both the genders as applied to three personal care product categories (Hair Care, Facial Care and Hand & Body Care) This study is limited to the cities of Sindh only. The population for this study is defined as the people who visit megastores to buy personal care products and the sample size for this study is 300, out of which 150 are males and 150 are females. For sampling, random sampling technique will been used. The choice for the method to be used for the data collection depends on various factors like budget, time and the number of respondents. For this study, data will be collected through primary sources; hence the data can be tailored and is best to test the hypotheses. The instrument that will be used for data collection is questionnaire (adapted). To test the hypothesis, SPSS shall be used. There are two techniques that have been used to test the hypotheses, the Chi- square Test and T-test while the findings of the research question are expressed through clustered bar chart.

scholarly journals Impulse buying behaviour: an online-offline comparative and the impact of social media

2018 ◽  
Vol 22 (1) ◽  
pp. 42-62 ◽  
Author(s):  
Laura Aragoncillo ◽  
Carlos Orus
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Delayed Gratification ◽  
Content Type ◽  
Online Retailers ◽  
Buying Behaviour ◽  
Offline Channels ◽  
The Impact

Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying. Design/methodology/approach As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying. Research limitations/implications Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour. Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact. Originality/value This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

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