EFFECT OF VISUAL MERCHANDIZING ON CONSUMER IMPULSE BUYING BEHAVIOR (In case of Addis Abeba)

Abstract

The main aim of the study was to determine the effect of visual merchandising on impulsive buying behavior. In the fast moving world, the competition and challenges have been increased in the retail sector. Every retailers have aim to maximize profit through increasing sale. Retailers are using visual merchandising as a tool to attract the attention of customer in order to sale. Visual Merchandising is a technique to visually making the brand attractive and highlights the unique features of the store. The study focuses on Six important factors of visual merchandising and the hypotheses are based on these i.e. store layout, window display, mannequin, promotional signage, Pricing & Lighting and how it influences the impulsive consumer buying behavior. This study was based on primary data which was collected through the questionnaire. Our target respondent is the respondent that consumes the product in the mall in bole sub city. Simple Random (Probability) sampling technique was used to conduct this research and a structured questionnaire was designed to collect responses. 116 individual responses were collected with their contact details to have an authentic individual feedback results. In this study we analyze the Demographic profile, Descriptive Analysis and Inferential Analysis including correlation and regression analysis. The major finding we got in this study is that the independent variable mentioned is the model has significance influence on the dependent variable (Impulse Buying).Retailer Manger should invest in improving the store environment to increase the level of impulse buying in their stores.