Abstract:
For consumers to become more aware of their inner feelings and their intentions towards
purchasing products and services to satisfy their needs; the concept of visual merchandising is
crucial. The purpose of this research was to gain a better understanding of the essential and
practical elements of showcase type of shopping is that encourage consumers to make impulsive
purchases decisions. For this purpose, the stimulus-organism-response (SOR) model was utilized
in working to construct the conceptual framework based upon an extensive assessment of
previous and diverse literature in this context. This framework emphasized significance of color,
illumination, dummies, song, and retail merchandising are crucial constructs in evoking
consumer response and impulsive buying behavior based upon an analysis of previously
published recommendations. The results of the study are meant to serve as a conceptual basis for
further investigations into the impulsive buying habits of consumers from different regions and
retail establishments. This study also provides retailers with information on which visual
merchandising elements to be utilized in order to attract consumer traffic and indirectly influence
their purchases at the store's entrance. The study also focuses on consumer intellectual
characteristics and how they influence the consumer's cognitive capacity to adapt in the scenario
of increased purchases and an overall increased retail shop sales as a result. By inspiring and
arousing the emotions of consumers of retail items; visual merchandising is a visually appealing
and presentational strategy that boosts sales in retail stores.
