Abstract:
Sri Lankan retail customers show both rational and impulse behaviour patterns
towards different product categories and marketers face difficulties in predicting the
buying rational buying behaviour and impulse buying behaviour towards household
electrical and electronic appliances. This paper aims to examine the impact of visual
merchandising techniques on impulse buying behaviour of household electrical and
electronic appliances. The study used window display, floor merchandising, in-store
form display and promotional signage as visual merchandising techniques. Data was
gathered through a survey questionnaire from 320 respondents from Western Province
of Sri Lanka. A Multiple Linear Regression Model was used to assess the degrees of
impact from each individual visual merchandizing technique on impulse buying
behaviour of electrical and electronic and electronic household appliances. The
research findings demonstrated that there is a positive and significant Impact of visual
merchandizing on impulse buying behaviour of Sri Lankan retail customers towards
electrical and electronic house hold appliances. Window display and promotional
signage were reported as the two key determinants and showed a positive and
significant impact with impulse buying behaviour of retail customers towards
electrical and electronic household appliances. As Sri Lankan marketers were
struggling to select marketing strategies based on rational behaviour, insights of this
research help them to understand the importance of impact of visual merchandizing
on impulse buying behaviour of the retail customers towards electrical and electronic
household appliances. Research findings underscore the existing body of knowledge
on the impact of visual merchandizing on impulse buying behavior of retail customers
of Sri Lanka.
