Exploring the impact of Visual Merchandising upon Consumer Buying Behavior: A Proposed Conceptual Framework

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.