Impact of Visual Merchandising on Impulse Buying Behaviour of the Consumer

• Autorzy: Subrata Das , Anusha Rajalingam , Deepthi Aswini

Warianty tytułu

Wpływ merchandisingu wizualnego na impulsywne zachowania nabywcze konsumentów = Vliânie vizualʹnogo merčendajzinga na impulʹsivnoepokupatelʹskoe povedenie potrebitelej

• Języki publikacji: EN

Abstrakty

EN

The Indian retail industry is one of the most dynamic and fastest growing sectors in the world. Visual merchandising performs a key role in enticing the customers in the retail store, thereby helps in increasing sales of the store and in succeeding in the competitive market place. Impulse buying is an important factor in visual merchandising. It arouses the consumers' desire to buy the product which has been presented in an exciting and impressive manner. In this investigation, the impact of visual merchandising on impulse buying behaviour of the consumer is studied in the Coimbatore region, Tamil Nadu, India, and the results are interpreted statistically to understand the significance of various factors affecting the attitude of customers towards buying. The results of this work suggest that all the elements of visual merchandising: window displays, store interior, mannequin display, and signage have a positive impact on impulse buying according to the perceptions of the people in the Coimbatore region, Tamil Nadu, India. Among all the four elements, the store interior has the highest positive impact on impulse buying behaviour. (original abstract)

Handel detaliczny w Indiach jest jednym z najbardziej dynamicznych i najszybciej rosnących sektorów na świecie. Merchandising wizualny (visual merchandising) odgrywa kluczową rolę w przyciąganiu klientów do sklepu detalicznego, a zatem pomaga zwiększać obroty sklepu i odnosić sukcesy na konkurencyjnym rynku. Kupowanie pod wpływem impulsu jest ważnym czynnikiem w merchandisingu wizualnym. Zwiększa on chęć konsumentów do kupienia produktu, który jest prezentowany w ekscytujący i robiący wrażenie sposób. W artykule badano wpływ merchandisingu wizualnego na zachowania konsumentów w trakcie kupowania impulsywnego w regionie Coimbatore, stan Tamilnadu, w Indiach, wyniki zaś są interpretowane statystycznie w celu zrozumienia znaczenia różnych czynników oddziałujących na postawę klientów w trakcie robienia zakupów. Wyniki badań wskazują, że wszystkie elementy merchandisingu wizualnego - witryny, wnętrze sklepu, manekiny i środki informacyjno-reklamowe (signage) - mają pozytywny wpływ na dokonywanie zakupów pod wpływem impulsu, zgodnie z percepcją mieszkańców regionu Coimbatore. Spośród wszystkich czterech elementów wnętrze sklepu wywiera największy pozytywny wpływ na zachowanie właściwe dla kupowania impulsywnego. (abstrakt oryginalny)

Słowa kluczowe

EN

Merchandising; Retail trade; Consumer behaviour; Consumer research; Regression analysis

PL

Merchandising; Handel detaliczny; Zachowania konsumenta; Badania konsumenckie; Analiza regresji

• Czasopismo: Konsumpcja i Rozwój
• Rocznik: 2017
• Numer: nr 3 (20)
• Strony: 83--102

Twórcy

autor

Subrata Das

• Bannari Amman Institute of Technology

autor

Anusha Rajalingam

• Bannari Amman Institute of Technology

autor

Deepthi Aswini

• Bannari Amman Institute of Technology

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