Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Visual Merchandising and Impulse Buying Intention Investigating Consumers of Sports Products

Author(s): Kandarp Singh and Rituparna Basu

As the concept of large retail stores gains ground in India, the practice of Visual Merchandising as a critical form of product and retail marketing is growing exponentially. This study focuses on how the factors of visual merchandise. i.e., light, layout, and window display influence the impulse buying intention for sports products. We used literature to model and test the determinants of consumers’ impulse buying behaviour for sports products. Data from 202 respondents were evaluated using descriptive statistics, multiple regression, and correlation through SPSS. The analysis via multiple regression validated that window display predominantly influences the impulse buying intention of sports product consumers. The other elements of visual merchandising, i.e., light and layout, were also found to influence impulse buying intention positively while sports product purchases. This study will help marketers and practitioners to create strategies to boost impulse buying intention through visual merchandising to get a competitive advantage and business sustainability, especially among sports enthusiasts.

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