1

CHAPTER 1

INTRODUCTION

Most points of sale within the market of manner today bid free access

towards their goods, which processes that a client does not need

towards ask the sales personnel for assistance and can independently

plan the offered merchandise. The impact of this is that consumers are

not influenced anymore via a sales fellow but are touched via the

distance the products is exposed.

Visual marketing has become a natural fraction of every modern degree

of sale and is characterized via the organize touch between products

and clients; it helps consumers towards easily strategy co mmodities

visually, physically, mentally and intellectually without the assistance

of a sales fellow (Ravazzi, 2000).

Visual marketing is sighted as an additional service, and consequently

it is relevant for every modern shop, none matter what kind of stock it

is or what dimension the store has.

1.1 Back ground

The importance of visual marketing as an essential organ of

communication for the retailer and manufacturer derives honestly from

the demands of the consumers.

Visual marketing is consequently suspected towards provide a

fundamental contribution to a degree of sale: it is an instrument

towards valorize a product, product relations, a section, or the point of

sale as a whole. It is a mixture of mechanisms that gra nt the product

the ability towards be active; thank you towards the distance it is

2

presented. Its ultimate goal is towards increase profitabili ty (Pisani,

2004).

Visual marketing is an opportunity for a shop towards earns their goods

move towards the customer. If handled well, visual marketing sweetens

the ad functionality of the point of sale, develops the ad productivity

of the degree of sale (improves the marketing per staff, per square

meter etc) and grows its economic efficiency (accelerate rotation,

increase selling) (Ravazzi, 2000).

The ambition of this thesis is towards analyze whether visual

marketing has an influence on the impulse buying or not and

furthermore towards implement whether it has an impact on the sales

performance.

Today‟s severe competition and the similari ty of goods force each

segment of the industry to utilize visual marketing to improve the

desirabili ty of products. Apparel retailers, especially, place more

importance on visual marketing to differentiate their offerings

from others‟. Researchers found that impulse buyers usually do

not set out with the specific purpose of visiting a certain store

and purchasing a certain item; the behavior occurs after

experiencing an urge to buy (Beatty & Ferrell, 1998), and such

behaviors are influenced by internal states and

environmental/external factors.

Research findings suggest that impulse buying accounts for

substantial sales across a broad range of product categories

(Bellenger, Robertson & Hirschman, 1978; Cobb & Hoyer, 1986;

Han, Morgan, Kotsiopulos, & Kang-Park, 1991; Kollat & Willet ,

1967; Rook & Fisher, 1995; Weinberg & Gottwald, 1982). Since

impulse buying is a persistent aspect of consumers‟ behaviors and

a focal point for strategic marketing plans (Rook, 1987), i t is

worthwhile for retailers to understand factors within the retail

setting that trigger consumers‟ impulsive reactions.

3

Retailers can help customers to find the right products through

focused marketing, intell igent store design and layout, and other

visual marketing practices, such as product displays, packaging,

and signage (Abrams, 1996; Baker, Grewal & Levy, 1992).

1.2 Why this topic is interesting

If it can be acquiesced on that the first visual connection of the

likeness statement of the store‟s offer is inhe rent in the way in which

the goods is offered within the window and the shop, one might

anticipate that this would be illustrated in the literature of retailing.

Yet this exact publication does not comprise a logical set about or

provide significant treatment of the subject:

“Businessmen, although, have tended to neglect air as a trading tool.

This is due to two factors. First, men of enterprise are inclined to be

functional and functional in their considering. Therefore they have

tended to neglect the aesthetic component in consumption. Secondly,

atmospheres are a quiet dialect in communication. It is only lately that

acknowledgement and study has been granted to diverse quiet

languages (Kotler, 1973-1974:48)

Visual marketing is not performed “as attentively and cleverly as they

now use cost, advocating, individual trading, public relatives and other

tools of marketing” (Kotler, 1973 -1974:50).

This neglect require not signify that the locali ty is not worthy of

learned inspection, but fact may be that since the locality anxieties

insights of creativity, localities which are difficult to check,

investigators may seem incapable to significantly broadcast and

analyze visual marketing.

4

As a first step to make this study operational and comprehensive, I will

define the idea of “Visual marketing” . Proceeding from definitions that

I discovered in publications and from individual concepts I conceived

concrete definitions of what is to be held in brain when conversing

about “Visual market ing” .

1.3 Purpose/Objectives

Young consumer group have gained significant importance from

marketers as they have growing purchasing power; their money

attitude also has been changing with relatively easy access to

credit cards (Schor, 1998). Therefore, the consumer behavior of

an important sector of the young consumer group, and customers

is worth to be researched. Retailers try to find variables that

influence shoppers‟ impulse buying urges and decisions and

attempt to control these influencing variables through strategic

marketing and merchandising activity. Based on the literature

review, it is reasonable to expect that visual marketing, a

common external factor that encourages consumers‟ urge to buy,

can affect consumers‟ impulse buying decisions.

Based on the previous research findings, the purpose of this

research is to examine the relationship between customer‟s

impulse buying behaviors and common external factors that

trigger impulse buying. External factors that the research will

exam are attributes likely to be encountered in many retailing

contexts, such as visual marketing/ merchandising.

The research, therefore, will focus on effects of four types of

visual marketing/merchandising on impulse buying behavior. The

types of visual marketing/merchandising used as predictors in

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this study are window display, in-store form/mannequin display,

floor merchandising and promotional signage.

1.4 Rationale/significance of the study

With increasing competit ion, retailers strive to ensure that their

stores are appealing to their target markets. As retailers are

finding it increasingly difficult to create a differential advantage

on the basis of merchandise alone, the store itself plays an

important role for market differentiation. The correlation between

consumers‟ beliefs about the physical attractiveness of a s tore

and patronage intentions (Darden, Erdem, & Darden, 1983)

suggests that the visual aspect of the store may be significant in

relation to the consumers‟ choice of a store and buying behavior.

Since many retailers use visual presentation of the

store/company‟s offering in order to encourage customers‟ buying

behaviors, this fact was expected to be found in the consumer and

marketing literature.

However, the l iterature does not include a coherent approach or

provide significant coverage for this subject. I f first impressions

and appearance are important indicators of store image, then store

window displays must play an important role in a consumer‟s

decision whether or not to enter the store. However,

classifications of store image components in the literat ure are

almost entirely related to the in -store merchandise placement.

Display communications, which frequently happen to influence

consumers‟ buying behavior, a re not considered ( Fernie, 1997).

Buttle (1988) referred to visual marketing/merchandising as a

neglected area in marketing research. This neglect does not

signify that this area is unworthy of academic research, but may

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indicate that since visual marketing/merchandising concerns

perceptions of creativity, an area which is difficult to test;

researchers may have difficulty in analyzing it meaningfully.

Therefore, this learning will give information as to why visual

marketing should be considered an important component of a

strategic marketing plan in support of sales increase and positive

store/company image. This study will also provide insights to

retailers about types of visual marketing that can influence

consumers‟ impulse buying behaviors. The way in which

merchandise will eventually be displayed and promoted at the

store level is an important consideration in the buying function as

well as in the strategic marketing/merchandising plan.

1.5 Scope of visual marketing/Merchandising:

Selling a product (convenient/shopping/specialty) is incomplete

without communicating its image. To build long term brand

loyalty, in addit ion to the quality of the product, right image is

very much needed. To attain this, many companies invest huge

money on the promotions. But many businesses neglect the retail

front which is the face of the brands. In other words, the way the

products are displayed at the retail shelves, the way the sales

people communicate to the consumer etc. are the some of the

issues, which if not handles well can be a great threat to the

brands image. Visual marketing/merchandising is the art of

presentation, which puts the merchandiser in focus. It educates

the customers, creates desire and finally augments the sell ing

process. This is an area where the Pakistani business people lack

adequate knowledge and expertise. This inadequacy is best

reflected in poor presentation/display and communication the

various national and international exhibitions with phasing out of

quantitative restrictions after the year 2006, the textile industry

7

will have to compete purely on the competitive edge of the

products and visual marketing/merchandising will be helpful for

the projecting the uniqueness of the products and thereby

increasing the market access and sales.

It is high time that the Pakistan clothing industry should

understand and adopts the scientific and professional system of

visual marketing/merchandising rather than the traditional

practices of display of products and communication.

1.6 Importance of Visual marketing/Merchandising:

Visual marketing/merchandising today forms a crit ical element of

retail ing. Besides the front elevation and windows, which are

clearly done up with an objective to attract passer -bys and induce

walk-ins, there is also in -store decor that is designed to enhance

the customer‟s comfort and convenience while shopping and

overall, offer a superior shopping exper ience.

Consumer behavior studies have confirmed that the lure of a

beautifully done up show window and a tastefully decorated

facade, more often than not, prove irresistible as they walk in to

check out what is on offer. It also ensures exclusivity since no

two stores should look alike. Besides, when the mood and theme

of such displays change at regular intervals, it makes certain that

the store remains top of mind.

Loyal customers have often been known to anxiously wait for the

next display. „Stickiness‟ in retail formats is also ensured by the

imaginative use of colours, l ighting, space, furniture and visual

elements with regard to in-store displays.

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Once customers walk in, it is but imperative to ensure that they

enjoy their first encounter with the store. After all, repeat visits

will only happen if a customer‟s first visit is a memorable one.

The logical arrangement of counters, with clear passagewa ys

allows for easy access to merchandise.

Rather than getting lost in the mess that most large stores are, the

customer feels more in control. Space is allocated to various

product categories taking into account the number of stocked and

shelves‟ /counter space requirements are worked out accordingly.

Clear passages are provided for products, which require touch and

feel . All impulse purchase driven products are also clearly

displayed so that the customers can reach them without any

hindrance. Also, it has been observed that when a person enters a

room, the human eye moves in a Z pattern, i .e. from rear left of

the room to right rear, followed by front left of the room to front

right. Care should be taken to do up the rear left end of the room

in an appealing manner so as to guide the direction of vision and

keep a shopper visually interested.

A great deal of research has been undertaken on the impact of

lighting on a customer‟s purchase behavior. Results clearly

indicate that in general , stores that are br ightly lit , with the lights

cleverly blending with the interiors lead to higher customer

comfort, and as such, more sales.

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1.7 Research problem/Question:

Why visual marketing should be considered as an important factor

of a strategic marketing plan in support of sales increase and

positive store/company image?

Which of the below factors mostly encourage consumers or

impulse them for buying.

1. “Window display” ,

2. “In-store form/dummy display” ,

3. “Floor merchandising” and

4. “Promotional signage” .

1.8 Limitations

The subsequent limitations were deliberated in this study:

1. The test was geographically constricted and the age assortment

was narrow. Data collected in other surrounding area may

generate divergent results.

2. Participants were constricted to learners signing -up in the

university and of business management. Customer purchasing

traits and dependability on visual marketing/merchandising as a

knowledge assist may differ is relying on their locality of study.

3. The tool was constricted to a quantitative method. The study

asked participants to reply the queries supported on their fresh

impulse buying experiences as long as they were mindful of their

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conduct and influences.

4. Participants had time constraints. Since the survey was asked

to be completed in class and to be returned immediately, the t ime

pressure of the respondents may have affected the quality of the

data.

However, the quali tative examine techniques may carry divergent

results.

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1.9 Outline

Due to increasing competition and the similarity of merchandise,

retailers utilize visual marketing/merchandising to differentiate

their offerings from others‟ as well as to improve the desirability

of products. Since impulse buying is a pervasive aspect of

consumers‟ behaviors and a focal point for strategic marketing

plan (Rook, 1987), finding variables that influence shoppers‟

impulse buying urges and decisions and attempting to contr ol

these influencing variables through strategic marketing and

merchandising activity is critical for retailers in order to survive

in fierce competition. This study will provide information as to

why visual marketing/merchandising should be considered an

important component of a strategic marketing plan in support of

sales increase and positive store/company image. This study also

will provide insights to retailers about types of visual

marketing/merchandising that can influence consumers‟ impulse

buying behaviors.

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CHAPTER 2

REVIEW OF LITERATURE

This phase give in-depth re-evaluate of books connected to

impulse buying:

Definitions and characterist ics of impulse buying and normative

evaluations of impulse buying conduct as well as elements and

cues effecting impulse buying behavior. In addition, this phase

delineates visual marketing/merchandising and clarifies its intent

along with relevant books to bond impulse buying conduct with

visual marketing/merchandising as an influencing factor.

2.1 A History of Visual Marketing/Merchandising:

The innovator 's of Visual marketing were Jason Keegan and paul

briggs who's dynamic and innovative merchandising techniques

revolutionized how a window, shop floor, and overall look of a

department store should look from head to toe.

In our current, consumer-oriented culture, people do not shop

merely to obtain i tems they need, but also to satisfy their wants.

Frequently, shopping does not even involve making a purchase.

For consumers, window-shopping has become a popular pastime.

Visual merchandisers create "mini worlds" for merchandise in an

effort to attract the attention of consumers, draw them into the

store and keep them coming back in the future. Despite the

advanced techniques seen in visual displays, visual

marketing/merchandising is not a new concept or art. As early as

the 18t h

century, merchandise was staged in interesting and

unique arrangements to attract consumers.

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The Early Stores

Prior to the late 18t h

century, when the contemporary methods of

visual marketing/merchandising began to evolve, store owners

and managers cared little for the appearance of their stores and

the presentation of merchandise. Very little merchandise was

displayed within the store. Rather, a customer would enter the

store and speak with the retailer, who would then present

merchandise that was kept in a back room. "Sales talk" and an

abili ty to persuade were very important in convincing a customer

of the quality of a product and making a sale. The evolution in

store design brought about a new "process" of shopping. It was

not longer a verbal engagement between retailers and customers,

but now a "sensory experience". The first step in the evolution of

store design occurred when small stores began to display their

merchandise openly to the public, instead of keeping it stored in

back rooms. Eventually, the deliberate displaying of goods

became an important tool for retailers. What were once

unattractive stores that were not meant to visually appeal to

consumers slowly became exciting shopping venues.

The Development of Arcades

The second step in the evolut ion process occurred in Europe

during the beginning of the 19t h

century with the development of

arcades. Arcades, or passages, were covered streets that were

constructed using iron and glass. Historically, they can be traced

back to bazaars of the Arabian Peninsula and Asia Minor. The

experimentation with new materials greatly improved the

aesthetic quali ties of the shops that were housed within the

arcades. The main features of the arcades were their glass

skylights, which often stretched the entire length of the

passageway. The skylights created a completely enclosed,

visually stimulating shopping environment. Unfortunately, the

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skylights were extremely expensive and caused many technical

difficulties. Also, the visually appealing shopping area that the

arcades created outside usually did not extend to inside of the

shops. Therefore, the arcades became mainly associated with

observers who were just out to walk around - not necessarily

shop.

The Establishment of the Grand Expositions

The establishment of the Grand Expositions marked the next

advance in the evolution of store design. The Grand Exposit ions,

which began in London in 1851 with the Crystal Palace

Exposition, were originally meant to present and demonstrate new

technology. The exposition soon became huge, crowded fairs in

which merchandise was displayed in exotic and elaborate

settings. The retailers learned that they would be more successful

if they displayed their merchandise openly and in a strategic

manner to the public. They also observed that it was better to not

place objects directly on the floor, but rather on platforms or

pedestals - raising the merchandise closer to eye level. This

emphasis on deliberately displaying merchandise in a manner that

would be pleasing for the consumer was an i mportant innovation

in the development of visual marketing/merchandising.

The Rise of the Department Store

The rise of the department store, or malls, in the 19t h

century

brought more changes in store design and visual displays. The

early department stores continued with the idea of displaying

merchandise in elaborate and luxurious setting. The department

stores of the 19t h

century transformed the concept of visual

marketing/merchandising in four ways. In doing so, merchandise

display was made one of the most important aspects of the

shopping experience.

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The World Expositions only occurred every few years in a small

number of large cit ies throughout Europe, and, eventually, in the

United States. The department stores were open every day, with

the exception of religious holidays. The first department that the

department stores made in regards to the concept of visual

marketing/merchandising entailed making the display techniques

that were used in the World Expositions a part of day-to-day

shopping. The depar tment store retailers were able to not only

bring these techniques to their stores, but with them, the sense of

"the experience" that people enjoyed while attending the

expositions.

The second transformation that the early department stores made

was in the use of luxurious store interiors that surpassed even the

most lavish arcade. They utilized many of the same techniques

and materials used in the construction of the arcades in an effort

to bring the outside to the inside. These early department stores

strived to exude a sense of luxury, even if it was just an

impression. Next, in an effort to convey to consumers that the

supply of merchandise was endless, the department store owners

displayed their products in an excessive and chaotic manner.

Merchandise was often displayed in large and unorganized lots

and scattered across fixtures.

The potential for customers to want, buy, and spend more was

great. By displaying merchandise in large quantit ies, retailers

made sure that the desires of the consumer were ne ver fulfilled,

therefore, enticing them to return in the future. At this point in

time, shortage and scarcity were sti ll threats to large portions of

the population. The "endless" supplies in the department stores

created a symbolic meaning of surplus.

Lastly, the department stores of the 19t h

century continued and

perfected the use of themed displays, similar to those that were

16

used in the World Expositions. Like the expositions, products

were often presented in exotic themed displays, by displaying

goods in these arrangements; the symbolic qualit ies of the exotic

were rendered on average items, thus fulfilling a once

unattainable desire for the consumers. Also, merchandise was

displayed in "real" scenes.

2.2 Impulsive Buying

“Impulse buying has been conceived a pervasive and distinctive

phenomenon in the American lifestyle and has been obtaining

increasing consideration from consumer researchers and theorists

(Youn & Faber, 2000, p.179)”. Despite the damning criterions of

the instinct buying behavior from beyond innovation, defining

instinctive behavior as an irrational behavior (Ainslie, 1975;

Levy, 1976; Rook & Fisher, 1995; Solnick, Kannenberg,

Eckerman, & Waller, 1980), resulting from a scarcity of

behavioral control (Levy, 1976; Solnick et al. , 19 80), instinct

purchases allowing for princely sales across a broad range of

product categories (Bellenger, 1978; Cobb & Hoyer, 1986; Han,

Morgan, Kotsiopulos, & Kang-Park, 1991; Kollat & Willet, 1967;

Rook & Fisher, 1995;Weinberg & Gottwald, 1982). A learn

located that instinct purchases portrayed between 27% and 62%

of all department shop purchases (Bellenger et al., 1978). Rook

and Hoch (1985) claim that most persons have skilled an impulse

purchases. Other research findings support this claim disclosing

nearly 90% of respondents have made grocery purchases on

impulse rarely (Welles, 1986), and between 30% and 50% of all

purchases can be classified by the purchasers themselves as

impulse buys (Bellenger, 1978; Cobb & Hoyer, 1986; Han et al.,

1991; Kollat & Willett, 1967).

Early investigations on impulse buying were more worried with

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the definitional issues distinguishing impulse buying from non -

impulse buying and tried to classify the types of impulse buying

into one of some sub-categories (Bellenger et a l ., 1978;

Kollat&Willet, 1967; Stern, 1962), other than to realise impulse

buying as a trait of consumer buying behavior. Therefore, this set

about developed a idea that disregards the behavioral motivations

of impulse buying for a large kind of goods and, instead, focuses

on a little number of somewhat cheap products. However, this

kind of approach did not supply adequate interpretations as to

why so numerous buyers emerge to act on their buying impulse so

frequently. Therefore, investigators started to re -focus attention

on impulse buying demeanour and to enquire the behavioral

motivations of impulse buying (Cobb & Hoyer, 1986; Hausman,

2000; Piron, 1991; Rook, 1987; Rook & Gardner, 1993; Rook &

Fisher, 1995; Weun, Jones, & Betty, 1998).

The pervasiveness of impulse buying, even for somewhat costly

goods, led researchers to gaze at impulse buying as an inherent

one-by-one trait, other than a response to cheap merchandise

offerings (Cobb & Hoyer, 1986; Rook, 1987). Recently,

researchers emerge to acquiesce that impulse buying engages a

hedonic or affective component (Piron, 1991; Puri, 1996; Rook &

Fisher, 1995; Wennet al, 1998). Today‟s research advises that

impulse purchasing behavior is much more complex than

previously conceptualized; that this behavior stems from the

thirst to satisfy multiple lacks that lie beneath a lot breeds of

purchasing behavior (Hausman, 2000).

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2.3 Characteristics of impulse purchasing behavior

Rook (1987) diagnosed impulse purchasing behavior with

descriptors such as a spontaneous, intense, exciting, urge to

purchase with the buyer frequently forgetting the consequences.

While more recent science in this field discusses impulse

purchasing as a trait rather than as a classification of a buy

finding, scientists match that consumers vary in their impulse -

buying trend (Puri , 1996; Rook & Fisher, 1995). Without having

prior knowledge of a fresh commodity or intention to buy a sure

art icle, a consumer is stripped to stimuli, advising that a lack can

be pleased through the purchase. Youn and Faber (2000) diagnose

a figure of unlike breeds of internal says and

environmental/sensory stimuli that serve as cues for activating

impulse buying. Internal cues include respondents‟ positive and

negative mood states. Environmental/sensory cues include

atmospheric cues in retail sett ings, marketer -controlled cues, and

marketing stir stimuli (Youn & Faber, 2000).

Normative assessments for impulse purchasing behavior

Past science il lustrates that planned purchasing behavior results

in exact decisions, but impulsive behavior results in verdict

mistakes, (Halpern, 1989; Johnson-Laird, 1988) increasing

chances of negative effects (Cobb & Hoyer, 1986; Rook, 1987;

Weinberg & Gottwald, 1982). These negative assessments of

impulse purchasing behavior possibly stem from psychological

studies of impulsiveness that characterize impulsive behavior as a

clue of immaturity resulting in a shortage of behavioral

composure (Levy, 1976; Solnick et al., 1980) or as an irrational,

risky, and wasteful behavior (Ainslie, 1975; Levy,1976; Solnick

et al. , 1980).

However, several sciences on impulse purchasing behavior points

out those impulse buyers do not assess their impulsive purchases

19

as mistaken and news even favorable evaluations of their

behaviors. Specifically, in Rook‟s and Fisher‟s (1995) research of

“Trait and normative aspects of impulsive purchasing behavior”,

a relatively small figure of respondents (only 20%) reported

mood evil approximate their impulse purchasing, but a large

number of respondents (41%) reported that they currently sensed

good approximate their impulse purchases. One explanation for

this phenomenon is that consumers purchase commodities for a

variety of non-economic purposes, such as fun, imagination, and

social or emotional pleasure.

Some consumers even perceive shopping as retail counseling, as a

way of fetching across the stresses of a laboring day or crudely a

fun day out (Hausman, 2000) advocating the hedon ic modification

for impulse buying.

2.4 Factors/Cues affecting impulse purchasing

Few recent studies analyzed the factors that affect impulse

buying. Researchers have advised that internal says and

environmental/external factors can serve as cues to ac tivate

consumers‟ impulse behavior to purchase. Research illustrates

that situational factors have practical and theoretical implication

in that a lot decisions are made at the point -of-purchase (Cobb &

Hoyer, 1986) as a reflection of “low involvement” dec ision-

making strategies (Hoyer, 1984). The science on situational

influence can be reported as viewing the relationship among

shopper characteristics and the qualities of retailing or point -of-

purchase situations. Shopper features might include involvement

(Smith & Carsky, 1996), opinion (Reid & Brown, 1996), and

ethnicity (Crispel, 1997), whereas the retail ing quali ties could

include outlet height (Owen, 1995), retail format (Fernie, 1996;

20

Fernie & Fernie, 1997), and store personality (Abrams, 1996;

Burns, 1992).

2.4.1 Internal factors

Affect or mood has been diagnosed as a variable that impacts

impulse purchasing (Gardner & Rook, 1988; Rook, 1987; Rook &

Gardner, 1993). Rook and Gardner (1993) found that 85% of their

survey respondents signaled a positive mood would be more

constructive to impulse purchasing than a negative mood.

Respondents stated that, in a positive mood, they had an

unconstrained mood, the thirst to reward themselves, and higher

energy levels. Weinberg and Gotwald (1982) found that impulse

buyers exhibited greater moods of joy, willingness, and fun

whereas Donovan and Rossiter (1982) found that enjoyment was

positively related with a likehood of overspending.

A number of studies in consumer behavior illustrate that impulse

purchasing satisfies hedonic needs (Piron, 1991; Rook, 1987;

Thompson, Locander, & Pollio, 1990). Individual consumers '

impulse purchasing behavior is correlated wit h their needs to

fulfill hedonic lacks, such as fun, novelty and astonishment

(Hirschman, 1980; Holbrook & Hirschman, 1982). In attachment,

emotional advocate lacks may also be pleased via the social

interaction underlying in the shopping experience. For i nstance,

science findings indicate that consumers news mood uplifted or

energized afterwards a shopping experience (Cobb & Hoyer,

1986; Rook, 1987) advocating the recent idea of impulse buying

behavior as a mannerism inspired via hedonic desire. The hedoni c

quality of shopping reflects potential entertainment and emotional

value of shopping (Babin, Darden, & Griffin, 1994). It has been

advised that shopping without particular intent, may be more

significant than acquisition of commodities and can supply a

21

highly pleasurable shopping experience (Maclinnis & Price, 1987;

Sherry, 1990). Since the target of the shopping experience is to

supply satisfaction of hedonic lacks, the commodities purchased

during these adventures emerge to be selected without prior

planning and pose an impulse buying event.

2.4.2 External factors

Specific cases and retail settings impact both in -store answers

and future store option decisions because of the altering and

adoptive nature of expectations, preferences, and behavior

(Hausman, 2000). For instance, the findings of Darden et al.‟s

(1983) research illustrated that consumer‟ faiths approximate the

physical beauty of a store had a higher correlation with a option

of a store than did product quality, general price horizontal, an d

selection. This advocates the concept that consumers‟ option of a

store is influenced via the store habitat , of which visual

marketing/merchandising dramas a crucial role.

This scene is uniform with Bowers‟ (1973) observation that

citizens approach, evade, and create cases in accordance with

their desires. Customers‟ evade or retire retail settings that are

stressful or obstructive (Anglin, Morgan, & Stoltman, 1999). The

expectation/experience of positive moods usually leads to

approach answers, while avo idance is related with

expectations/experience of negative results (Dovnovan &

Rissiter, 1982; Mehrabian & Russel, 1974; Saegert & Winkel,

1990; Troye, 1985).

Researchers have advised that various aspects of retailing

habitats can influence consumer behavi or. Kotler (1973-1974)

insists the important role of various retailing atmospherics. For

instance, music and color have been related to consumer behavior

(Bellizzi & Hite, 1992; Milliman, 1986; Yalch & Spangenberg,

22

1990) advising visual marketing/merchandising within the retail

settings may impact consumer behavior as well.

2.5 Explanation:

Visual marketing is the activity of promoting the sale of goods,

especially by their presentation in retail outlets . (New Oxford

Dictionary of English, Oxford University Press).

A way of presenting merchandise effectively to improve the

desirabili ty of a product and to influence a customer‟s buying

behavior.

This includes combining products, environments, and spaces into

a stimulating and engaging display to encourage the sale of a

product or service. It has become such an important element in

retail ing that a team effort involving the senior management,

architects, merchandising managers, buyers, the visual

marketing/merchandising director, designers, and staff is needed.

Visual marketing starts with the store building itself. The

management then decides on the store design to reflect the

products the store is going to sell and how to create a warm,

friendly, and approachable atmosphere for its potential

customers.

Many elements can be used by visual merchandisers in creating

displays, including color, lighting, space, product information,

sensory inputs such as smell, touch, and sound as well as

technologies such as digital displays and interactive installations.

Visual marketing is not a science; there are no absolute rules. It

is more like an art in the sense that there are implicit rules but

that these also exist to be broken for striking effects. The main

23

principle of visual marketing is that it is intended to increase

sales, which is not the case with a "real" art.

Visual marketing is one of the final stages in trying to set out a

store in a way that customers will find attractive and appealing

and it should follow and reflect the principles that underpin the

store‟s image. Visual marketing is the way one displays 'goods

for sale' in the most attractive manner with the end purpose of

making a sale. "If it does not sell , it is not visual marketing."

Especially in today‟s challenging economy, people may avoid

designers/ visual merchandisers because they fear unmanageable

costs. But in reality, visual merchandisers can help economies by

avoiding costly mistakes. With guidance of a professional, a

retailer can eliminate errors, saving time and money. It is

important to understand that the visual merchandiser is there, not

to impose ideas, but to help clients articulate their own personal

style.

Visual marketing is the art of implementing effective design ideas

to increase store traffic and sales volume.

VM is an art and science of displa ying merchandise to enable

maximum sale.

VM is a tool to achieve sales and targets, a tool to enhance

merchandise on the floor, and a mechanism to communicate to a

customer and influence his decision to buy. VM uses season

based displays to introduce new arrivals to customers, and thus

increase conversions through a planned and systematic approach

by displaying stocks available.

Recently visual marketing/merchandising has gained in

importance as a quick and cost effective way to revamp retail

stores.

24

“Visual marketing/Merchandising is to present all goods in a

stimulating and motivating way” (Visual Merchandising Guidelines for

COMPANYS, 2004)

2.6 The function of visual marketing

“In latest years, there has been a increasing acknowledgement that shop

interiors and exteriors can be conceived to conceive exact sentiments

in shoppers that can have an important cuing or strengthening result on

purchase” (Kotler, 1973 -1974:50).

According to Cristina Ravazzi (2000), the motives for intensifying on

visual marketing fundamentally draw from the consumer. His concerns

are:

· Extra service: today visual trading is glimpsed as a supplementary

service

· Finding more effortlessly what he is looking for in alignment to save

time

· Easier conclusion making

· Feeling more snug and less stressed

· Being in an intriguing store

· Having a good survey

But it is furthermore significant for the retailer, because:

Visual marketing/merchandising makes connection with the purchasers

better: makes the products communicate and makes them be glimpsed

more easily is a supplementary connection to the one between the sales

personnel and the purchasers which makes trading more professional

makes the issue of sales nicer and makes i t more precious and better

usable for the clients

25

· augments the functionality of the issue of sale

· rises financial productivity

Visual trading has become a natural constituent of every up to date

issue of sale and is distinguished by the direct communicate between

items and the clients; it helps clients to effortlessly set about items

without the assist of a sales person. (Ravazzi, 2000)

2.6.1 The three instants of Visual marketing

Ravazzi splits up visual marketing into three strategic and operative

moments.

In the next these instants will be clarifi ed founded on what Ravazzi

composed in her book.

A Classification and aggregation

B Rational association of the trading space

C Interesting and appealing public displaying of the products

The classification is a ground work to the realization of an effective

merchandise aggregation. An aggregation has to be adept to persuade a

total of acquisit ion needs, to recall other desires than the ones that

made the purchaser go in the shop and to offer helpful suggestions and

alternatives.

After aggregating the merchandise that make part of the assortment of

the store the second stage of visual marketing/merchandising begins,

the reasonable association of the selling space (B). The layout is

significant to make the issue of sale as a whole more readable and

simpler to use. The first step of this second instant mentions to the

26

distribution of the merchandise offer in the issue of sale. The layout is

recognized by distributing the distinct aggregations and by conceiving

an ordered sequence for the clients. For each part the exact gear is

selected to reveal the merchandise. The third instant of visual

merchandising anxieties the interesting and appealing exposure of the

goods (C). It comprises of the delineation of the criteria and methods

of the public displaying of the goods, of the allotment and distribution

of the exposure spaces to the distinct goods, of the delineation of the

exhibition modalities and of the association of effective promotional

exhibitions.

The brandish is an absolutely crucial component of d ata, connection

and animation for the issue of sale and i ts cl ients.

A: Classification and aggregation

By having significant aggregations of the suggested merchandise the up

to date issue of sale is adept to broadcast more effectively with its goal

clients. Doing so, the point of sale interprets better its correct persona

and the function it performances in the market.

To recognize suggestive aggregations, a comprehensive classification

of the offered merchandise has to be conveyed out on the cornerstone

of the exact obligations of the target clients. Criteria for aggregations

can be:

· Modality of use

· Modality of acquisition

By classifying the offer, a issue of sale works out its kind of

specialization and therefore its feature which allows the purch aser to

realize if this issue of sale is adept to persuade his obligations or not.

27

B: Rational association of the trading space

“Every shop has a personal layout that makes going round in it either

hard or

Easy”. (Kotler & Armstrong, 1996:401)

The second instant of visual marketing considers the reasonable

association of the trading space, the so called layout which concerns:

· The delineation of the circulation and the conceive of the passages

· The circulation of the merchandise aggregations in the trading space

and hence the delineation of their ordered sequence

There are some objectives of coordinating the trading space which are:

· Making the issue of sale effortlessly working for the clients

· Making work for the trading employees more comforta ble

· Making the merchandise communicative and readable

· Facilitating and stimulating the acquisit ion

· Gett ing effective use of the space and equipment

· Facilitating the commanding and reordering of the merchandise

· Improving the financial productivity

· Communicating and allowing the likeness of the shop

C: Efficient and appealing public displaying of the products

The third instant of visual merchandising is the methodical organizing

of the exposition space, the so called display.

The objectives of the brandish are:

· Keeping the goods at the client‟s and the sales personnel‟s disposal,

28

· giving the goods efficiently,

· announcing the purchasers about the goods that make part of the

offer,

· appealing concern of the purchasers in the goods and st imulating

curiosity,

· keeping time, in alignment to assist to the functionality, productivity,

and effectiveness of the issue of sale.

Good production of the goods desires to be adequately informative

about the single goods, about the amplitude of the assortment and

about the profoundness of the spectrum (palette).

An intriguing and appealing public displaying of the goods is a

significant component to differentiate the issue of sale. It is

furthermore an absolutely crucial component for the financial image

and desires to be logical with the target -image of the issue of sale,

with the different goods, the distinct aggregations, the gear etc. This

does not mean that all the parts require having the identical look, but

that there have to be widespread method and cri teria of revealing the

merchandise in alignment to have a homogeneous image.

Whereas the association of the trading space continues somewhat

steady, the exhibition of the goods often has to be readapted:

· To be modified to the variety of t he sell ing

· When new merchandise has to be inserted

· When goods are eliminated

· When the assignation of the spaces change

· When there is a cyclic changing

· When there is a altering in the trends

· When there are new strategic or tactical interventions .

29

Exposition criteria

Before selecting the exposit ion criteria of the goods, the usual

exposition modality of the goods has to be characterized, therefore how

the merchandise has to be physically put on the sales equipment.

Merchandise does not only have one single exposition modality, but it

can be brandished in dist inct modes, for example for example in

receptacles, on counters, on ledges, dangled up etc.

As a next step the public displaying criteria have to be fixed. It is

significant that its reasoning is homogeneous in alignment to sustain a

certain coherence of the total l ikeness of the shop.

Exhibition cri teria are:

· Seasonality

· Brand

· Style

· Etc

Those criteria are not mutually exclusive and can thus be combined.

Interesting and appealing brandish windows

According to Cristina Ravazzi, a up to date issue of sale needs to

broadcast with its purchasers, not only by promotion, advancement or

the sales staff but furthermore by the brandish windows. Display

windows assist many to the judgment t hat the clients make of a issue of

sale, therefore it performances an significant function in the creation

and confirmation of the likeness of a store.

Via the brandish windows the purchasers can recognize the method and

character of the point of sale and its credibility. Therefore the brandish

30

window cannot restrict i tself to simply reveal the goods, but desires to

make them “talk” by producing them emerge, consign concepts of how

to use them and illustrate their value and characteristics (Ravazzi,

2000).

The brandish window makes part of the entire visual merchandising

scheme and therefore its method and modality to broadcast, its

reasoning, its notes, its structural components and its public displaying

cri teria require to be coordinated with those of the visual

merchandising system.

As the likeness is the synthesis of everything that comprises the issue

of sale and that its purchasers anticipate from it, there has to be a

harmony between the external (expressed by the brandish windows) and

the interior likeness, which is also confirmed by Castaldo: the brandish

windows propel the business image: its décor has to be directed by the

standard of the coherence with the other devices of visual

merchandising (Castaldo, 2001:139).

2.7 Six basic components

A brandish window only has a sense and is effective if it is purposeful,

that entails it is able to recognize the objectives of the issue of sale

(for demonstration appeal the purchasers to enter the shop). According

to Castaldo, the brandish windows likely are the most important visual

connection equipment that a retailer has at his disposal to attract the

vigilance of the promise purchasers and to make the purchasers go in

the store (Castaldo, 2001). Therefore it can be said that it is significant

for a issue of sale that this equipment is utilized efficiently.

Based on Ravazzi, a brandish window desires the next constituents to

be efficient:

31

· Visibility (clear public displaying, no overload of products)

· Uniformity (aggregating goods that have the identical place travelled

to of use or are convergent)

· Simplicity

· Originality (intended as a component to appeal at tention)

· Cleanness

· Variety (intended as relentless altering of the exhibitions in the

display window) (Ravazzi, 2000)

Efficiency of the brandish window

The effectiveness of the brandish window is not only assessed in

consider of the value of its public displaying but furthermore in

relative to its capability to:

· Inform

· Propose solutions

· Remember and suggest needs

· Communicate ideas

· Signal novelties

· Stimulate needs

A couple of well selected, well positioned and well lit up goods are

adequate to get an effective connection (Ravazzi, 2001). And

furthermore Pisani cited in her course to have an effective brandish

window there is no require to reveal many of merchandise; it is not the

amount that enumerations but the value (Pisani, 2004).

32

2.8 ROLE OF VISUAL MERCHANDISING

Visual marketing/merchandising is an artistic method to ensure

that retailers merchandise moves off the shelves faster. It 's a tool

to appeal to the visual sensory elements of the customer. Visual

marketing/merchandising is an unknown skill which is fastly

becoming popular nowadays with the introduction of self service

in retail stores in recent years and th e number of changes taking

place in super market merchandising methods, there has been

increased emphasis on the kind of store layout, store building,

fixtures, and equipment, color displays, silent communication

tools, window display and finally opinion b uilding through in

store displays which has taken the art of retailing the higher

applications frames.

Customer expects to spend less time for shopping and prefers one

step multi brand retail formats and hence significance of visual

marketing/merchandising is on increase. As per the opinion of,

senior consultant of Ideas based on the third annual consumer

outlook study that the consumer is gett ing time saved and the

time spent on shopping (both grocery and non grocery) has come

down. Further the study reveals that are increase in the impulse

and unplanned purchases in the certain categories. Visual

merchandising helps in the increase of impulse buying.

The practice of a visual marketing/merchandising is negligible in

durables and home textiles and in the apparel and foot wear it is

60%. Many people experience in organized retailing are of the

opinion that innovative application for effective retail presents

and brand buildings are being used aggressively by companies in

retail merchandising.

Brands like Gul Ahmed spent 25% of their advertising spent on

point of sale merchandising. The brand managers feel that 80% of

33

the buyers are influenced by the 3 feet experience i.e, point of

sales material and visual marketing/merchandising are more

effective than outdoor displays and advertising.

Market analysis feel that most companies are unfortunately not

spending as much time and money as they should on POS (point

of sales) visual marketing/merchandising as a strategic tool for

brand building, indiscriminately "displaying everything rather

than displaying selectively and effectively to assist consumer in

taking decisions.

2.9 Visual marketing helps in:

a) Establishing a creative medium to present merchandise in 3 D

environment, with which a long lasting impact and recall value.

b) Combining the creative, technical, and operational aspects of a

product and the business.

c) Educating the customers about the product/services in effective

and creative or innovative manners.

d) Drawing the attention of the customer t o enable him to

purchase decisions in the short space of time and this augmenting

the selling process.

Visual marketing/merchandising, or visual performance, is the

mechanism to contact a store/company‟s fashion quality and

quality photograph to prospective customers. “The purpose of

visual marketing/merchandising is to teach the customer, to

sweeten the store/company‟s image, and to promote multiple sales

via illustrating clothes jointly with accessories”

(Frings, 1999, p. 347). Therefore, each s tore/company tries to

34

build and sweeten its image and idea through visual

presentations, which attract to shoppers and ultimately transform

them into customers via construction brand loyalty and promoting

customers‟ buying behaviors.

Visual marketing/merchandising is defined as “the performance

of a store/brand and its merchandise to the customer through the

teamwork of the store‟s advertising, display, special occasions,

fashion coordination, and merchandising departments in command

to sell the goods and services presented via the store/company”

(Mills, Paul, & Moorman, 1995, p. 2).

Visual marketing/merchandising ranges from window/exterior

exhibits to inside exhibits including form exhibits and floor/wall

merchandising as well as advertisement signage. It also broadly

includes advertising and brand/store logo (Mills et al , 1995). In

this research, however, only window exhibit and in -store exhibit

consist of form/mannequin exhibit, floor merchandising and

promotional signage were investigated.

2.10 Visual marketing in Relation to Impulse Buying

Behavior

In-store browsing may be a link between internal and external

factors, as an important element in the impulse purchasing

process as well as a link between consumers‟ impulse purchasing

behavior and retail sett ings encompassing surface and inside

display. “In-store browsing is the in -store inspection of a

retailer‟s product for recreational and informational functions

without an realtime intent to buy” (Bloch, Ridgway, & Sharrell,

1989, p.14). Jarboe and McDaniel (1987) found customers

whoever browsed in a store made more unplanned purchases than

non-browsers in a regional mall setting. As a customer browses

longer, she/he shall tend to encounter more stimuli, which would

35

tend to increase the likehood of experiencing impulse urges. This

advocates Stern‟s (1962) conceptualization of impulse purchasing

as a answer to the consumer‟s exposure to in -store stimuli.

Shoppers may currently exert a model of in -store planning to

finalize their intentions (Rook, 1987). The store stimuli serves as

a breed of knowledge assist for those whoever go to the store

without any predetermination of what they lack or purchase, and

once they obtain into the store, they are reminded or obtain an

notion of what they may lack afterwards gazing around the store.

In other words, consumer‟s impulse purchasing behavior is a

answer prepared by being confronted with stimuli that hassle a

thirst that ultimately inspire a consumer to produce an unplanned

buy verdict upon entering the store. The more the store stimuli,

such as visual marketing/merchandising, serves as a shopping

assist, the more possible the possibil ity of a thirst or lack

stemming and eventually composing an impulse buy (Han, 1987;

Han et al. , 1991).

The importance of window exhibit concerning consumers‟

purchasing behavior has received minimal attention in the

literature. However, since a consumer‟s option of a s tore is

affected via the physical beauty of a store (Darden at al., 1983),

and the first impressions of the store photograph is typically

composed at the façade horizontal, it can be suggested that

window exhibit may impact, at least to several grade, consumers‟

choice of a store as shortly as they do not set out with a

particular purpose of visiting a sure store and purchasing a sure

item. The original stair to fetching customers to buy is fetching

them in the door.

36

2.11Outline

Impulse purchasing has been defined as a spontaneous, real time

buy (Rook & Fisher, 1995) without pre-shopping intentions either

to purchase a particular commodity category or to fulfi ll a

particular purchasing project (Beatty & Ferrell , 1998). Impulse

purchases bill for substantial sales across a thick range of

commodity classes (Bellenger et al , 1978; Cobb & Hoyer, 1986;

Han et al, 1991; Kollat & Willet, 1967; Rook & Fisher, 1995;

Weinberg & Gottwald, 1982). Without having prior knowledge of

a fresh commodity or intention to purchase a sure article, a

consumer is stripped to stimuli, advising that a lack can be

satisfied through the purchase. The store stimuli serves as a breed

of knowledge assist for those whoever goes to the store without

any predetermination of what they lack or buy. The more the

store stimuli , such as visual marketing/merchandising, serves as a

shopping assist, the more likely the chance of a thirst or lack

stemming and eventually composing an impulse purchase (Han,

1987; Han et al. , 1991). Despite the importance of this

relationship, small literature was found regarding visual

marketing/merchandising and impulse purchas ing advising

timelessness of this science project.

37

CHAPTER 3

METHODS AND PROCEDURES

This Chapter outlines as well as describes the methodology

involved in this research. This includes the science hypotheses,

operational definitions of variables; instrument development, poll

recruitment and information collect method, information analysis

methods, and research limitations and assumptions.

3.1Research Hypotheses

Research on situational impacts can be reported via analyzing the

relationship among various shopper features and the qualities of

retail ing or point- of-purchase situations. Shopper features might

include involvement (Smith & Carsky, 1996), opinion (Reid &

Brown, 1996) and ethnicity (Crispel, 1997), while retailing

qualities could include store height (Owen, 1995), retail format

(Fernie, 1996; Fernie & Fernie, 1997) and store personality

(Abrams, 1996; Burns, 1992). In this study, customer impulse buy

trend serving as a shopper distinctive and visual

marketing/merchandising serving as an external cue are ambitious

to be variables.

Therefore, hypotheses were devised to analyze relationships

between customer trend to buy on impulse and four breeds of

visual marketing/merchandising: window exhibit , in -store

form/mannequin exhibit, floor merchandising and promotional

signage.

38

H1. Customers who pay for on impulse are affected by window

displays.

H2. Customers who pay for on impulse are affected by in-store

form/mannequin display.

H3. Customers who pay for on impulse are affected by floor

merchandising.

H4. Customers who pay for on impulse are affected by

promotional signage.

Hypothesis 1 was built to find out if there was a significant

relationship between customer impulse buying conduct and

window display.

Hypothesis 2 was created to find out if or not there was a

noteworthy relationship between customer impulse buying

conduct and in-store form/mannequin display.

Hypothesis 3 was created to find out if or not there was a

noteworthy relationship between customer impulse buying

conduct and floor merchandising.

Hypothesis 4 was created to find out if or not there was a

noteworthy bond between customer impulse buying conduct and

39

in-store promotional signage.

3.2 Conceptual Framework & Model

Impulse buying has been defined as a spontaneous, immediate

purchase (Rook & Fisher, 1995) without pre -shopping intentions

either to buy a specific product category or to fulfill a specific

buying task (Beatty & Ferrell, 1998). The impulse buying

behavior occurs after experiencing an urge to buy and tends to be

spontaneous without a lot of reflection (Beatty & Ferrell, 1998).

Since impulse buyers are not actively looking for a certain

product and don‟t have prior plans or intention to make a

purchase (Beatty & Ferrell, 1998; Weun, Jones, & Beatty, 1998),

internal states and environmental/external factors can serve as

cues to trigger their impulse behavior.

40

Model

Independent Variables Dependent Variable

Figure: 1 Source: Churchill & Peter (1998).

Churchill and Peter (1998) generated a model of the consumer

buying process

(Figure 2) including five steps: need recognition, information

search, al ternative evaluation, purchase decision, and post -

purchase evaluation. The buying process begins with a recognized

need. This need recognition may come from an internal feeling or

it may come from external stimuli generating motivation to

purchase. When consumers are motivated by identifying needs,

they start looking for information. Based on the information,

consumers evaluate ways to fulfill the need. After evaluating

Window display

Dummy display

Impulse

buying

Floor

merchandising

Promotional

Signage

41

options, consumers may make a purchase.

Figure 2: A model of consumer buying process

Source: Churchill & Peter (1998). P142

This consumer buying process is influenced by social, marketing,

and situational Factors (Churchill & Peter, 1998). Social

influences reflect geographic and sociologic factors. Those can be

culture, subculture, social class, and family that influence

person‟s behavior by providing direct and indirect messages and

feedback. Consumers are also influenced by their reference

groups, the groups that influence the consumers‟ thoughts,

feelings, and actions. Marketing influences on the consumer

buying process include the affect of the marketing mix, known as

product, price, placement, and promotion, which influen ce the

consumer buying process at various stages.

42

Consumers, in general , are influenced by characteristics of the

situation, circumstances surrounding their shopping trip. Major

situational influences include the physical surroundings, social

surroundings, time, task, monetary conditions, and momentary

moods (Belk, 1975; Park, Iyer, & Smith, 1989). The physical

surroundings that influence buying behavior are observable

features that include location of the store, merchandise display,

store interior/exter ior design, and noise level of the store. The

social surroundings of a situation are other people, their

characteristics and roles, and the way they interact . The moods

and condition as well as the t ime, task, and monetary condition of

a consumer at the t ime of purchase influence their buying

decision (Churchill and Peter, 1998). Although useful in

explaining planned purchase si tuations, Churchill‟s and Peter‟s

(1998) model does not lend itself to explaining the process of

impulse buying.

Stern (1962) classified buying behavior as planned or unplanned.

According to this classification, planned buying behavior

involves a time-consuming information search followed by

rational decision-making (Piron, 1991; Stern, 1962) similar to the

process described in Churchill‟s and Peter‟s (1998) model.

Unplanned buying refers to all purchases made without such

advanced planning including impulse buying, which is

distinguished by the relatively speedy decision -making

encouraged by stimuli. Impulse purchases are not the re sult of a

specific search to satisfy a particular requirement since the

satisfaction may come from the act of shopping itself. Purchases

are incidental to this speedy process although they may provide

some kind of enjoyment. In the respect of Stern‟s (1962 )

classification, therefore, several of Churchill‟s and Peter‟s (1998)

pre- purchase steps are entirely skipped in the impulse buying

process. Considering the nature of impulse buying, which occurs

43

in a short period of time without prior plans, Churchill‟ s and

Peter‟s (1998) model has been modified for the purpose of this

study to describe the impulse buying process by omitting several

steps, such as need recognition, information search, and

alternative evaluation, and reclassifyi ng influencing factors

(Figure 3).

Figure 3: A model of impulse buying process

Source: Adapted from Churchill & Peter (1998)

Unlike the planned buying process outl ined in Churchill‟s and

Peter‟s (1998) model (Figure 1), the impulse buying process

starts with product awareness. Impulse buyers Begin browsing

without having an intention to purchase a certain item or visit ing

a certain store. As consumers browse, they are exposed to the

stimuli , which triggers customers‟ urge to buy on impulse. When

impulse buyers feel the desire to buy, they make a purchase

44

decision without searching for information or evaluating

alternatives. At this stage of the impulse buying process,

consumers feel an irresist ible urge to buy regardless of their prior

intention. Then, consumers may experience positive or negative

consequences by the post -purchase evaluation after the purchase

on impulse. In fact some consumers have reported dissatisfaction

with a product, but maintain satisfaction that the purchase was

made (Maclinnis & Price, 1987; Sherry, 1990).

In this process, consumers are influenced by internal states and

external factors that trigger their impulse purchase behavior.

Since impulse buyers do not set out with a specific goal to buy a

certain product or visit a certain store, while browsing and being

exposed to the st imuli, impulse buyers feel the desire for the

products by being aware of the products, and this desire can be

created by internal statement/mood or/and external st imuli . The

awareness of the products, which can satisfy the desire, can be

achieved by attractive visual presentation of merchandise that

provides information regarding new products, fashion trends, or

coordination tips.

45

3.3 Operational Definitions of Variables

3.3.1 Dependent Variable

The dependent variable of this study was consumer‟s impulse

buying tendency.

Five queries evaluating customer impulse buying leaning to were

embraced in the survey (Table 1). These queries were developed

through sources to earl ier research on impulse buying (Beatty &

Ferrel, 1998; Han, 1987; Rook & Hoch, 1985; Weun et al, 1997;

Youn & Faber, 2000).

Responses were measured employing a five-point Likert scale,

which stretched from very strongly dis agree=1 to very strongly

agree=5.

46

Table 1: Empirical Support for the Questionnaire

Questionnaire Empirical Support(question

number)

Section 1: Impulse buying

1. “I go shopping to change my mood”.

2. “I feel a sense of excitement when I

make an impulse purchase”.

3. “After I make an impulse purchase I

feel regret”.

4. “I have difficulty controlling my urge

to buy when I see a good offer”.

5. “When I see a good deal, I tend to buy

more than that I intended to buy”.

Youn & Faber, 2000 (1 -

3) Han, 1987; Rook

& Hoch, 1985; Weun,

Jones, & Betty, 1997;

Youn & Faber, 2000 (4)

Beatty & Ferrel , 1998;

Youn, 2000 (5)

Section 2: Influence of window display

6. “I tend to enter a store when I am

attracted by an eye-catching window

display”.

7.” I feel compelled to enter the store

when I see an interesting window

display”.

8. “I tend to choose which store to shop in

depending on eye-catching window

displays”.

These i tems developed

by the researcher.

Section 3: Influence of in-store form

9. “I get an idea of what I want to buy

after looking through in-store

form/mannequin displays”.

10. “When I see clothing featuring a new

style or design on display, I tend to buy

it”.

Han, 1987 (9-10)

Rook & Fisher , 1995 (11)

47

11. “When I see clothing that I like on in-

store form/mannequin display, I tend to

buy it”.

12. “I tend to rely on store displays when

I make a decision to purchase clothing”.

Section 4: Influence of floor

merchandising

13. “When I see clothing that catches my

eye I tend to try it on without looking

through the whole section”.

14. “When I walk along the isle, I tend to

look through the clothing close to me”.

15. “I tend to try on clothing that catches

my eye when I pass by”.

Rook & Fisher, 1995 (13,

15)

Section 5: Influence of promotional

signage

16. “If I see an interesting promotional

offer (reduced price, sales promotion, and

etc.) on in-store signs, I tend to buy”.

17. “Sale/clearance signs entice me to

look through the clothing”.

18. “When I see a special promotion sign,

I go to look at that clothing”.

19. “I am more likely to make an

unintended purchase if the clothing has a

sale or clearance sign”.

Beatty & Ferrel , 1998;

Youn & Faber, 2000 (16)

Han, 1987; Rook &

Hoch, 1985;

Weun, Jones, & Betty,

1997; Youn

& Faber , 2000 (19)

48

3.3.2 Independent Variables

Independent variables of this study were four sorts of visual

merchandising:

Window show clearly,

In-store form/mannequin show clearly,

“Floor merchandising” and,

“Promotional signage”

It was hypothesized that these variables affect shoppers to pay

for on impulse. In other remarks, these four sorts of visual

marketing/merchandising will affect consumer‟s impulse buying

behavior. Each unconnected variable was comprised of a least

three questions created to evaluate each variable. Responses were

kept details employing five -point scale with option picks of very

strongly dis agree =1 to very strongly agree=5.

The first unconnected variable was the effect of window show

clearly on customer buying behavior. This variable was evaluated

employing three details created to determine if window show

clearly persuaded paying clients to move into a store. These three

questions were brought ahead by the exam iner explicitly for this

study (See Table 1, question numbers 6-8 ;). Responses were

evaluated employing a five -point Likert scale, which stretched

from very strongly dis agree =1 to very strongly agree=5.

Four queries evaluating effect of in -store form/mannequin show

clearly on customer buying conduct were embraced in the study

(See Table 1, question numbers 9-12;). Question number 9, 10,

and 11 were accommodated from previous studies (Han, 1987;

Rook & Fisher, 1995), and query number 12 was brought ahead

by the researcher. Responses were evaluated employing a five -

49

point Likert scale, which stretched from very strongly dis agree

=1 to very strongly agree=5.

Three queries were deduced to evaluate the effect of floor

merchandising on customer buying conduct (See Table 1, query

figures 13-15;

1). Question figures 13 and 15 were accommodated from a earlier

study (Rook & Fisher, 1995), and the examiner brought ahead the

query number 14 explicitly for this study.

Responses were evaluated employing a five -point Likert scale,

which stretched from very strongly dis agree =1 to very strongly

agree=5.

The last unconnected variable, the effect of promotional signage,

was measured employing four queries (S ee Table 1, query figures

16-19).

Question number 16 and 19 were accommodated from earlier

research (Beatty & Ferrel, 1998; Han, 1987; Rook & Hoch, 1985;

Weun, Jones, & Betty, 1997; Youn & Faber, 2000), and question

number 17 and 18 were brought ahead by the examiner for this

study. Responses were measured employing a five-point Likert

scale, which stretched from very strongly dis agree =1 to very

strongly agree=5.

50

3.4 Methodology

3.4.1 Sample

Young customer overspending has propagated as they have more

paying for power than before with quite not hard entry to loan

cards (Schor, 1998). In item, they have grown up with obligation

and use it without hesitating (Roberts & Jones, 2001). Therefore,

the consumer behavior of a valued subdivision of the youthful

older someone client gathering, young customer, is worth

researching. The test gathering for this examines study was

picked from students enrolled in the The University of Karachi

city. Because the bulk of learners in these universities are

women, the bulk of respondents were looked frontwards to be

female.

Previous examine encountered women to be the major purchasers

of pliable wares for instance apparel and dwelling textiles

(Williams & Davis, 1972). Therefore, this demographical

limitation is deliberated not to be an opposing factor for this

study.

3.4.2 Survey Development

The tool employed for this study was in study format (Appendix

1). Questions were taken on from earlier examine or were brought

ahead by the examiner with the aid of the researcher‟s thesis

committee. External elements appraised were configurations of

visual merchandising in all likelihood to be run into in more

retail ing contexts. The research, therefore, distilled on the

upshots of both in-store knowledge and window show clearly on

customers‟ impulse buying behavior.

The questionnaire contained of greatest segments evaluating

customers‟ impulse buying leaning to, effect of visual

51

marketing/merchandising and demographics. The first section of

the study evaluated customer impulse buying tendency. Sections

two through the segment five embraced queries evaluating four

unique visual marketing/merchandising practices that were looked

frontwards to effect customers‟ buying tendency. These were

window show clearly, in-store form/mannequin show clearly,

floor merchandising, and promotional signage. Finally, the last

segment contained of questions to ascertain the respondents‟

demographic profile, for instance age, gender, university name

and status.

A five-point Likert scale, reaching from very strongly dis agree

=1 to very strongly agree=5 was employed to measure each

variable (Appendix 1 segment 1-5). Participants were requested

to round object the number that best delineated their response.

Some demographic details were evaluated using open-ended reply

formats (Appendix 1). All commands and consent information

were embraced in the questionnaire. The study was issued on both

boundaries of one sheet and contained of five segments.

Youn and Faber (2000) acknowledged three criteria for unplanned

purchases: response to in-store stimuli, no beforehand

acknowledged obstacle and rapidity of pay for decision.

Therefore, queries in the first segment afraid customer impulse

buying tendency in regard to this criteria (Appendix 1 segment

1). Today more retailers are placing advanced value on window

show clearly to captivate passerby‟s alertness and ultimately to

alter shoppers into clients (Diamond & Diamond, 1996).

Therefore, the second segment embraced queries in view to

customer buying behavior affected by window show clearly to

observe if window show clearly effected respondents to move into

a certain warehouse or to make a pay for determination

(Appendix 1 segment 2).

52

Form/mannequin show clearly gives paying clients knowledge

about new products, new and prevailing movement, and

coordination tips (Appendix 1 segment 3). The third section

included queries in view to customer buying conduct affected by

in-store form/mannequin show clearly to find out if the

respondent was affected by in-store form/mannequin show clearly

when he/she made a pay for determination (Appendix 1 segment

3).

Many retailers make a floor merchandising plan -o-gram/zone-o-

gram and strategically position distilled merchandise close to the

isle in order that it can snatch the customer s‟ attention when they

go beyond by. Therefore, the fourth segment embraced queries

concerning customer buying conduct effected by floor

merchandising (i .e. , merchandise itself securing on the

hangers/racks or collapsed on tables) to find out if the respon dent

was influenced by floor merchandising when he/she made a pay

for determination (Appendix 1, section 4). The fifth segment

embraced queries in view to customers‟ buying behavior effected

by promotional signage (i.e. , clearance, lessened charge, semi -

annual sale, break from work sales.) to find out if the respondent

was effected by any kind of signals in store when he/she made a

pay for determination (Appendix 1, segment 5).

The terminal segment embraced demographic queries connected

to age, gender, income, to observe the respondents‟ demographic

profile (Appendix 1,). Because of the natural world of impulse

buying, a strong relationship between emotional/affective

answers and conduct was looked frontwards to in spite of the

probable item that it might have been more in all likelihood

affected by external factors. Thus, respondents were requested to

foundation their replies on their fresh impulse purchase

experiences.

53

3.5 Survey Data Collection

The study questionnaire (Appendix 1) were created as showed by

the guidelines of the Marketing Subjects at The Indus insti tute

University of karachi.

Prior to the giving out , the questionnaire was checked by a

Thesis supervisor to assure the clarity of the questions.

In augmentation to that, a statistician was considered for the

suitability of questions.

Data were accumulated from a convenience learner sample.

Because the study was conducted at the University, participants

were looked frontwards to be older people, mature 18 or over.

One100 self-report study questionnaires were disseminated to the

learners taking large-scale quintessence kinds in Family and

business management at IIHE, The University of Karachi, and

MAJU over a two-week interval of time in leap 2010.

Participants were requested to full the questionnaire in class and

revisit it as before long as they finished. In augmentation to the

approval message, participants were bestowed an oral

presentation about the study, main purpose, and privileges by the

researcher. The examiner was also geared up to reply any queries

from participants as long as the interaction. The survey

completion time was about fifteen minutes. A total 97 of the 100

survey questionnaires administered were complete for a 96% of

use reply rate. There was no enticement proposed for

participation in this study.

54

3.6 Data Analysis Methods

Prior to study dissemination, a statistician was considered to

assure the questions would be applicable and in addition to learn

the most appropriate statistical manner to use for this research.

Statist ical Packages for Social Sciences‟ (SPSS) programs is

employed for the data analysis. The arrange for assessment is as

follows. First, descriptive statistics and frequency desks will be

engendered by SPSS for a written knowledge submission

misconduct review and demographic analysis. Then, major

element examination with the Pearson relationship investigates

will be carried out to observe the relationships between

customer impulse buying leaning to and each of four sorts of

visual marketing/merchandising practices. Finally, regression

examination will be carried out for hypotheses investigating to

find out the bond between young customer impulse buying

leaning to (dependent variable) and the four sorts of visual

marketing/merchandising (independent variables). Table 2

presentations the hypotheses and study placement along with the

arranged examination for each hypothesis.

55

Table 2: Research hypotheses, related questions, hypothesis

statistical tests.

Hypothesis

Survey

Location

Planned statistical test

Preliminary

Test

Hyp. Test

H1. “Customers

who purchase on

impulse are

influenced by

window displays”

Section 1:

Questions 1-5

Section 2:

Questions 6-8

Descriptive test

Pearson

correlation

Regression

analysis

H2. “Customers

who purchase on

impulse are

influenced by in-

store display” .

Section 1:

Questions 1-5

Section 3:

Questions 9-12

Descriptive test

Pearson

correlation

Regression

analysis

H3. “Customers

who

purchase on

impulse are

Influenced by

floor

merchandising” .

Section 1:

Questions

1-5

Section 4:

Questions

13-15

Descriptive

test

Pearson

correlation

Regression

analysis

H4.

“Customers

who

purchase on

impulse are

Influenced

by

promotional

signage” .

Section 1:

Questions

1-5

Section 5:

Questions

16-19

Descriptive

test

Pearson

correlation

Regression

analysis

56

3.7 Outline

This chapter provided description of the research hypotheses, operational

definit ions of variables, instrument development, sample recruitment and

data collection procedure, data analysis methods, and study l imitations

and assumptions. Hypotheses in this s tudy were developed to investigate

relationship between customer tendency to purchase on impulse and four

types of visual marketing /merchandising: window display, in -store

form/mannequin display, f loor merchandising and promotional s ignage.

The survey questions were adopted from previous research or were

created by the researcher and distributed to convenient student sample

with 96% usable response rate. Statist ical Packages for Social

Sciences‟ (SPSS) software will be used for analysi s.

57

CHAPTER 4

4.1 ANAYSIS AND DISCUSSION OF FINDINGS

This chapter provides a comprehensive description of the data analysis

and discussion of study findings as a resul t of different stat ist ical tests. Data

were composed via self -administered survey in university IIHE, KU & MAJU,

and entered into an Excel file. The information file was import from Excel

to the Statistical Packages for Social Sciences‟ (SPSS) software for

investigation. Statist ical methods used for the data analysis in this study

were descriptive statistics and frequency tests, Pearson correlation tests,

and regression analyses. The significance level chosen for this study was

.01 & 0.05.

4.2 Descriptive Findings

First, a descriptive statist ic analysis was conducted to examine whether or

not there was an error in the data entry. In addition, frequency tables were

generated to describe the sample in terms of respondents‟ impulse buying

tendency and the influence of four types of visual

marketing/merchandising on their buying behaviors. The frequency tables

included mean, valid percent, and as well as standard deviation for each

data set .

4.3 Descriptive Statistics for variables

Since responses were measured using a five -point Likert -type scale, which

ranged from v.strongly dis agree=1 to v.strongly agree=5, a respondent

scoring above three (3) on this scale in section 1 through 5 could be

considered to support the variables impulse buying tendency, influence of

window display on customer impulse buying behavior, influence of in -

store form/mannequin display on customers.

58

4.4 RESULT DISCUSSION

Table 3: Descriptive Statistic

N Mean Std. Deviation

Impulse Buying 100 4.3880 .37854

Window Display 100 4.3400 .46173

Dummy Display 100 4.3219 .42421

Floor Merchandising 100 4.2956 .49570

Promotional signs 100 4.1375 .36476

Valid N (list wise) 100

According to respondent‟s opinions the rating on dependent variable

impulse buying was highest with a mean of (4.38 ). The rating of window

display was second highest with a mean of (4.34), the rating of dummy

display about impulse buying was third highest with a mean of (4. 321),

the rating of floor merchandising in impulse buying was fourth highest

with a mean of (4.29), and the rating of promotional signage in impulse

buying was lowest with a mean of (4.13).

59

The standard deviation of respondents‟ opinions on “ promotional signage

about impulse buying” was the least (0.36), as compared to the other

dimensions. This indicates that there is highest Participation in impulse

buying dimension. The standard deviation of respondents‟ opinion on

floor merchanding about impulse buying was the highest (0.49), as

compared to other dimensions. This indicates that there is a low

involvement of floor merchandising in impulse buying.

60

Table 4: Correlation with Impulse Buying

Correlations

IB WD DD FM PS

IB Pearson Correlation 1 .555** .385

** .227

* -.084

Sig. (2-tailed) .000 .000 .023 .405

N 100 100 100 100 100

WD Pearson Correlation .555** 1 .420

** .246

* .112

Sig. (2-tailed) .000 .000 .014 .265

N 100 100 100 100 100

DD Pearson Correlation .385** .420

** 1 .490

** .116

Sig. (2-tailed) .000 .000 .000 .250

N 100 100 100 100 100

FM Pearson Correlation .227* .246

* .490

** 1 .327

**

Sig. (2-tailed) .023 .014 .000 .001

N 100 100 100 100 100

PS Pearson Correlation -.084 .112 .116 .327** 1

Sig. (2-tailed) .405 .265 .250 .001

N 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

The data was analyzed through SPSS (statistical package for social

sciences) software by using correlation and regression. The correlation

test indicates that the correlation between the variables. The correlation

values show that there is a positive correlati on of impulse buying with

window display, dummy display, and floor merchandising and there is no

correlation between promotional signage of visual marketing with the

dependent variable customer impulse buying.

61

The dependent variable “ impulse buying” has the strongest correlation

with window display about (0.55**), with dummy display (0.385**), with

floor merchandising (0.227*) and there is no correlation of promotional

signage (-.084) with the dependent variable impulse buying.

Table 5: Regression Analysis

Variables Entered/Removedb

Model

Variables

Entered

Variables

Removed Method

1 WDa . Enter

a. All requested variables entered.

b. Dependent Variable: IB

Model Summary (window display)

Model R

R

Square

Adjusted R

Square

Std. Error of the

Estimate

1 .555a .308 .301 .31642

a. Predictors: (Constant), Window Display

The R value show Coefficient of Correlation is the numerical measure of

strength of the linear relationship between two variables. The R value

(.555) is show that there is positive correlation between the window

display and Dependent Variable Impulse Buying.

The R Square show Coefficient of Determination defines the square of

Coefficient of Correlation. The R Square values (.308) mean 30% reliable

to be used for estimation of population.

62

The Std. Error is important because they reflect how much sampling

Fluctuation a statist ic will show. The Std. Error value show that 31%

Fluctuation of Sampling Mean.

The R change shown that differences between R -value & Adjusted R

square.

The F change show the combination of all variable, overall significances

of the Model its mean one variable intercept on other variable and

Observation of Independent Variable met its mean Autocorrelation is

Present the F change value the independent variable met the Dependent

variable.

ANOVAb

Model

Sum of

Squares df Mean Square F Sig.

1 Regression 4.374 1 4.374 43.684 .000a

Residual 9.812 98 .100

Total 14.186 99

a. Predictors: (Constant), Window Display

b. Dependent Variable: Impulse Buying

The Sum of Square shows the total variabili ty around the mean, the Sum

of Square Residual mean the Sum of Squared Errors in Prediction and

Sum of Square Regression mean the improvement in Prediction by using

the predicted value of (Y) Dependent Variable over just using the mean of

(X) Independent Variable.

The degree of freedom means number of sample minus one.

The F Test value (43.684) shows the combination of all variable, overall

significances of the Model its mean one independent variable window

63

display on Dependent variable impulse buying and Observation of

Independent Variable met.

The Std. Error is important because they reflect how much sampling

fluctuation a statistic will show. The St.d Error of a stat istic depends on

the sample size in the general the larger sample of the St.d Error. St.d

Error of Constant ( .301) value shows the 30% of fluctuation of sampling

mean and the St.d Error of Independent Variable (2.31) value shows the

2% of fluctuation of sampling mean.

Standardized Coefficients are the coefficient that you would obtain if the

Predictors and the outcomes variable were standardized prior the analysis

and the Comparing the size of the coefficient across variable. The t value

of Independent Variable window display (7.693). According to the rules

if t value is greater that 2 (t>2.5) than null hypothesis will be rejected and

alternate hypothesis will be accepted.

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 2.312 .301 7.693 .000

WD .455 .069 .555 6.609 .000

a. Dependent Variable: Impulse Buying

64

Table: 6 Variables Entered/Removedb

Mo

del

Variables

Entered

Variables

Removed Method

1 DDa . Enter

a. All requested variables entered.

b. Dependent Variable: Impulse Buying

Model Summary(Dummy Display)

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .385a .148 .139 .35116

a. Predictors: (Constant), Dummy Display

The R value show Coefficient of Correlation is the numerical measure of

strength of the linear relationship between two variables. The R value

(.385) is show that there is positive correlation between the dummy

display and Dependent Variable impulse buying.

The R Square show Coefficient of Determination defines the square of

Coefficient of Correlation. The R Square values (.148) mean 14% reliable

to be used for estimation of population.

The Std. Error is important because they reflect how much sampling

Fluctuation a statist ic will show. The Std. Error value show that 35 %

Fluctuation of Sampling Mean.

The R change shown that differences between R -value & Adjusted R

square.

65

The F change show the combination of all variable, overall significances

of the Model its mean one variable intercept on other variable and

Observation of Independent Variable met its mean Autocorrelation is

Present the F change value (17 ) the independent variable met the

Dependent variable.

ANOVAb

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regression 2.101 1 2.101 17.035 .000a

Residual 12.085 98 .123

Total 14.186 99

a. Predictors: (Constant), Dummy Display

b. Dependent Variable: Impulse Buying

The Sum of Square shows the total variabili ty around the mean, the Sum

of Square Residual mean the Sum of Squared Errors in Prediction and

Sum of Square Regression mean the improvement in Prediction by using

the predicted value of (Y) Dependent Variable over just using the mean of

(X) Independent Variable.

The degree of freedom means number of sample minus one.

The F Test value (17.035) shows the combination of all variable, overall

significances of the Model its mean one independent variable dummy

display and Dependent variable impulse buying and Observation of

Independent Variable met.

66

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 2.804 .361 7.761 .000

DD .343 .083 .385 4.127 .000

a. Dependent Variable: Impulse Buying

The Std. Error is important because they reflect how much sampling fluctuation

a statist ic will show. The St.d Error of a statist ic depends on the sample size in

the general the larger sample of the St.d Error. St .d Error of Constant ( .36)

value shows the 36% of fluctuation of sampl ing mean and the St.d Error of

Independent Variable ( .083) value shows the 8% of fluctuation of sampling

mean.

Standardized Coefficients are the coefficient that you would obtain if the

Predictors and the outcomes variable were standardized prior the a nalysis

and the Comparing the size of the coefficient across variable. The t

value of Independent variable dummy display is (7.76). According to the

rules if t value is greater that 2 (t>2.5) than null hypothesis will be

rejected and alternate hypothesi s will be accepted.

67

Model Summary(floor Merchandising)

Model R

R

Square

Adjusted R

Square

Std. Error of

the Estimate

1 .227a .052 .042 .37051

a. Predictors: (Constant), FM

The R value show Coefficient of Correlation is the numerical measure of

strength of the linear relationship between two variables. The R value

(.227) is show that there is positive correlation between the floor

merchandising and Dependent Variable impulse buying.

The R Square show Coefficient of Determination defines the square of

Coefficient of Correlation. The R Square values (. 042) mean 4% reliable

to be used for estimation of population.

The Std. Error is important because they reflect how much sampling

Fluctuation a statist ic will show. The Std. Error value show that 37%

Fluctuation of Sampling Mean.

The R change shown that differences between R-value & Adjusted R

square.

Table 7. Variables Entered/Removedb

Model Variables Entered Variables Removed Method

1 FMa . Enter

a. All requested variables entered.

b. Dependent Variable: IB

68

The F change show the combination of all variable, overall significances

of the Model its mean one variable intercept on other variable and

Observation of Independent Variable met its mean Autocorrelation is

Present the F change value (5.33) the independent variable met the

Dependent variable.

ANOVAb

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regression .733 1 .733 5.336 .023a

Residual 13.453 98 .137

Total 14.186 99

a. Predictors: (Constant), FM

b. Dependent Variable: IB

The Sum of Square shows the total variabili ty around the mean, the Sum

of Square Residual mean the Sum of Squared Errors in Prediction and

Sum of Square Regression mean the improvement in Prediction by using

the predicted value of (Y) Dependent Variable over just using the mean of

(X) Independent Variable.

The degree of freedom means number of sample minus one.

The F Test value (5.336) shows the combination of all variable, overall

significances of the Model its mean one independent variable floor

merchandising on Dependent variable impulse buying and Observation of

Independent Variable met.

Coefficientsa

69

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 1 (Constant) 3.543 .325 10.907 .000

FM .174 .075 .227 2.310 .023

a. Dependent Variable: Impulse Buying

The Std. Error is important because they reflect how much sampling

fluctuation a statistic will show. The St.d Error of a stat istic depends on

the sample size in the general the larger sample of the St.d Error. St.d

Error of Constant (.325) value shows the 32% of fluctuation of sampling

mean and the St.d Error of Independent Variable (.0 75) value shows the

7% of fluctuation of sampling mean.

Standardized Coefficients are the coefficient that you would obtain if the

Predictors and the outcomes variable were standardized prior the analysis

and the Comparing the size of the coefficient across variable. The t value

of Independent Variable floor merchandising (10.907). According to the

rules if t value is greater that 2 (t>2.5) than null hypothesis will be

rejected and alternate hypothesis will be accepted.

Table 8 Variables Entered/Removedb

Model Variables Entered Variables Removed Method

70

1 PSa . Enter

a. All requested variables entered.

b. Dependent Variable: IB

Model Summary(promotional signage’s)

Model R

R

Square

Adjusted R

Square

Std. Error of

the Estimate

1 .084a .007 -.003 .37911

a. Predictors: (Constant), PS

The R value show Coefficient of Correlation is the numerical measure of

strength of the linear relationship between two variables. The R value

(.084) is show that there is positive correlation between the promotional

signage about and Dependent Variable impulse buying.

The R Square show Coefficient of Determination defines the square of

Coefficient of Correlation. The R Square values (.007) mean 0.7 % reliable

to be used for estimation of population.

The Std. Error is important because they reflect how much sampling

Fluctuation a statist ic will show. The Std. Error value show that 38 %

Fluctuation of Sampling Mean.

The R change shown that differences between R -value & Adjusted R

square.

71

The F change show the combination of all variable, overall significances

of the Model its mean one variable intercept on other variable and

Observation of Independent Variable met its mean Autocorrelation is

Present the F change value (0.699) the independent variable met the

Dependent variable

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression .100 1 .100 .699 .405a

Residual 14.085 98 .144

Total 14.186 99

a. Predictors: (Constant), PS

b. Dependent Variable: IB

The Sum of Square shows the total variabili ty around the mean, the Sum

of Square Residual mean the Sum of Squared Errors in Prediction and

Sum of Square Regression mean the improvement in Prediction by using

the predicted value of (Y) Dependent Variable over just using the mean of

(X) Independent Variable.

The degree of freedom means number of sample minus one.

The F Test value (0.699) shows the combination of all variable, overall

not significances of the Model its mean one independent variable

promotional signage on Dependent variable impulse buying and

Observation of Independent Vari able not met.

Coefficientsa

72

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 1 (Constant) 4.675 .465 10.053 .000

PS -.087 .104 -.084 -.836 .405

a. Dependent Variable: IB

The Std. Error is important because they reflect how much sampling

fluctuation a statistic will show. The St.d Error of a stat istic depends on

the sample size in the general the larger sample of the St.d Error. St.d

Error of Constant (.465) value shows the 4% of fluctuation of sampl ing

mean and the St.d Error of Independent Variable (.104 ) value shows the

1% of fluctuation of sampling mean.

Standardized Coefficients are the coefficient that you would obtain if the

Predictors and the outcomes variable were standardized prior the a nalysis

and the Comparing the size of the coefficient across variable. The t

value of Independent Variable promotional signage is (0.836). According

to the rules if t value is greater that 2 (t>2.5) than null hypothesis will be

accepted and alternate hypothesis will be rejected.

4.5 Outline

73

Statist ical methods used for the data analysis in this study were

descriptive statistics, Pearson correlation test , and regression analysis.

The results of the Pearson correlation test showed significant

relationships between customer impulse buying behaviors with three

independent variable (i.e., window display, in -store form/mannequin

display, floor merchandising,) at an alpha level of at least 0.01 & 0.05.

Hypothesis test by regression analysis resulted in significant directional

relationships between customer impulse buying behavior and two

independent variables: dummy display and window display. Floor

merchandising & promotional signs appeared not to be significant factors

that influence customer impulse buying behavior .

CHAPTER 5

74

CONCLUSIONS AND RECOMMENDATIONS

This section presents conceptual and consideration of study outcome

along with implications for industry. In supplement, recommendations for

future study and limitations of the study will be discussed.

5.1 Conclusions

Impulse buying is a rapid and direct buy with no pre -shopping intentions

either to purchase the exact goods or to fulfill an exact buying task (Rook,

1987). Researchers have tried to work out if consumers‟ who often enlist

in impulse buying demeanour have some widespread character traits. This

study further investigated some external components that leverage

impulse buying behavior. In try to examine this connection, this study

mainly endeavored to interpret the connection between customer impulse

buying demeanour and diverse kinds of visual marketing. An important

finding of this study was that visual marketing practices certainly

influence customer impulse buying behavior. The outcomes verified that

there were significant connections between customer impulse buying

demeanour and in-store form/mannequin brandish and no connection with

promotional signage. Even though the window brandish and floor

merchandising did not emerge to considerably lead to customer impulse

buying demeanour, the outcomes still proposed that these variables and

consumers‟ impulse buying demeanou r are considerably correlated. It can

be acquiesced that all three kinds of visual marketing (i.e., window

brandish, in-store form/mannequin brandish, and floor merchandising,)

are considerably interrelated and that relationship develops the leverages

on consumers‟ impulse buying behavior.

An important assistance of the present study is its clarification of the

relationship between impulse buying and visual marketing, which has

75

been neglected in academic study (Buttle, 1988). Despite the utilization of

visual marketing to improve desirability of goods and to boost consumers‟

buying demeanor, a dearth of study lives that investigates its leverage on

buyer buying behavior.

The result of the present study verifies that there is a key connection

between customer impulse buying behaviors and two kinds of visual

marketing practices: in-store form/mannequin brandish and window

display. When buyers are revealed to these visual stimuli , they more

probable make buy conclusions on impulse. This proposes that these

visual marketing practices, assisting as stimuli that provoke a yearn that

ultimately motivates a buyer to make an unplanned buy conclusion upon

entering the shop, considerably leverage consumers‟ impulse buying

behaviors.

In-store browsing seems to be positively influenced by consumers‟

impulse buying tendency, and in turn, has a positive influence on

consumers‟ affirmative sentiments and impulse buying urges (Beatty &

Ferrell, 1998). Despite the significance of this connection, visual

marketing, which was applicable of browsing, has obtained negligible

vigilance from researchers. This st udy displayed utility of visual

marketing in understanding impulse buying.

5.2 Implications

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Impulse buying happens when a buyer knowledge a rapid, often powerful

and continual supporter to purchase certain thing directly, and the impulse

to purchase is hedonically complex (Rook, 1987). Babin et al (1994)

farther claimed the hedonic worth of shopping suggesting that it reflects

shopping‟s promise enjoyment and emotional worth. It has been proposed

that browsing, or buying without exact intent, may be more important than

the genuine acquisit ion of goods and can supply a pleasurable shopping

experience (Maclnnis & Price, 1987; Sherry, 1990). Therefore, in

supplement to exposing consumers to stimuli, for example retail

backgrounds, browsing tend to make affirmative feelings for numerous

shoppers. These affirmative sentiments, made by browsing, play a

function as positive affects to boost consumers‟ impulse buying behavior.

Retail setting, for example visual marketing, thus, can leverage

consumers‟ impu lse buying by providing information or recalling desires

as well as making affirmative feelings. At the phases of the impulse

buying method, retailers can try to provoke consumers‟ yearn for the

products, and the perception of th e goods, which can persuade the yearn;

can be achieved by browsing and being revealed to the stimuli , for

example visual marketing.

The way in which merchandise will finally be brandished and encouraged

at the store grade is a significant concern in the strategic

marketing/merchandising plan. The outcome of this study supplied data in

relative to the leverage of visual marketing on consumers‟ impulse buying

behavior. The outcome signified importance of visual marketing leverages

on impulse buying behavior. Since in -store form/mannequin brandish and

promotional signage considerably force customer impulse buying

demeanour, retailers should relentlessly strengthen usage of in -store

form/mannequin exhibitions and purposes of indicat ions to conceive

favorable shopping environments to leverage consumers‟ both in -store

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answers and future shop choice decisions. Although window brandish and

floor merchandising did not emerge to significantly leverage customer

impulse buying demeanour, important correlation found between customer

impulse buying demeanour and both window brandish and floor

merchandising. Since a preceding study verified that personal

attractiveness of a store had a higher association with a alternative of a

shop than did merchandise value, general price grade, and assortment

(Darden et al ., 1983), retailers should put more efforts creating attractive

and eye-catching window brandish supplying data considering new

products, latest tendency tendencies, or coordination tips. Eve n though

floor merchandising did not appear to considerably leverage impulse

buying conclusion, study discovered that perceptions of kind are an

significant determinant of mind -set and shop alternative (Arnold, Oum, &

Tigert , 1983). Therefore, creative mer chandise production and kind of

assortment can still leverage customers‟ approval and insights about the

shop choice. The findings of this study supplied adequate clues that

retailers can utilize visual marketing to boost desirabil ity of goods and to

assist clients being aware of the goods as well as to conceive favorable

attitudes. This study furthermore supplied insights to retailers about kinds

of visual marketing that can leverage consumers‟ impulse buying

behaviors.

Jarboe and McDaniel (1987, p. 47 ) propose that not only are browsers

important to the study of impulse purchasers, they “are furthermore

probable to be productive word-of-mouth advertisers, look influencers,

and tendency setters, particularly for communally evident products.” Even

though the impulse buying method is speedy and finished without former

information search and alternate evaluation, clients see high worth and

approval when the advantages, the approval from acquisition of the

genuine merchandise or fulfillments of the desire from the interior states,

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considerably outweigh the contradictory outcome (Hoch & Bradlow,

1999). The affirmative impulse buying knowledge assist to setting up

store loyalty and customers‟ seen worth and approval leverage future

buying decisions. Effective visual marketing/merchandising practices can

leverage consumers‟ positive impulse buy experiences.

5.3 Recommendations for Future Research

Because impulse buying demeanour was powerfully associated to

emotional/affective reactions and demeanour regardless of the likely

detail that it might have been more likely influenced by external

components, the kind of influence/response was rather tough to determine

by the review questionnaires. If buyers were aware of their answers to

various positions, the leverage of distinct factors/events could have been

directly examined. Therefore, blend of quantitative and quali tative study

procedures (e.g., observational or untested study methods) is suggested

for future research.

In extra, since impulse buying is occurrence in an up to date humanity,

expended research with diverse demographical and geographical

assemblies as well as leverages of visual marketing in diverse non-store

formats are recommended.

5.4 Outline

79

This study mainly clarified the connection between customers‟ impulse

buying demeanour and diverse kinds of visual marketing. The outcome of

the present study verifies that there is a key connection between customer

impulse buying behaviors and two kind of visual marketing practices: in-

store form/mannequin display and window display. This proposes that

these visual marketing practices, serving as stimuli that provoke a yearn

that finally motivates a buyer to make an unplanned buy conclusion upon

going into the shop, considerably leverage consumers.

Urge buying behavior. The outcome of this study verified adequate clues

that retailers can uti lize visual marketing to boost desirabili ty of goods

and to help customers being aware of the goods as well as to consider

favorable attitudes .

80

REFERENCES

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comparisons.

Journal of Marketing Research, 20 (May), 149-157.

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Roberts, J .A., & Jones, E. (2001). Money atti tudes, credit card use, and

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Consumer Affairs, 35 (2), 213-240.

Smith, M.F. & Carsky, M.L. (1996). A comparison of involved and

uninvolved consumers. Journalof Retail ing and Consumer Services, 3

(April), 73-80.

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Marketing, 26 (April), 59 -63.

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in Consumer Behavior, 285-321.

Wikipedia, the free encyclopedia. (2010),”Definition of Impulse Buying,”

Wikipedia home page. Retrieved, Nov 17, 2010 , from

http://en.wikipedia.org/wiki/impulse_buying

Youn, S. & Faber, R.J. (2000). Impulse buying: Its relation to personality

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1. Kotler, P. & Armstrong, G. (1996). Principles of Marketing. United States

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Web Sites:

The Top Twelve Visual marketing/merchandising Ideas

http:/ /www.TheRetailersAdvantage.com

http:/ /www.citesales.com/3729 -visual -merchandising.html

http:/ /ezinearticles.com/?Visual -Merchandising&id=502768

http:/ /www.experiencefestival .com/wp/article/visual -merchandising

http:/ /www.eonline.com/

http:/ /www.financialexpress.com/news/the -importance-of-visual -

merchandising/62649/

http:/ /www.fcs.uga.edu/ss/docs/kim_jiyeon_200308_msf

http:/ /www.jstor.org/s table/25048931

http:/ /www.ibimapublishing.com/journals/CIBIMA/volume5/v5n10f

http:/ /www.oppapers.com/essays/Visual -Merchendising/366247

http:/ /www.winentrance.com/visualme.htm

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APPENDIX 1: SAMPLE QUESTIONNAIRE

Age: Gender: F/or own Income

level:

Section1: Impulse buying

1. “I go shopping to change my mood”.

V .Strongly disagree v. strongly agree

1 2 3 4 5

2. “I feel excitement when I make an impulse purchase”.

1 2 3 4 5

3. “After I make an impulse purchase I feel unhappy”.

1 2 3 4 5

4. “I have difficulty controlling myself to buy when I see a good offer”.

1 2 3 4 5

5. “When I see a good deal, I tend to buy more than that I planned to buy”.

1 2 3 4 5

Section2: Influence of window display

6. “I likely to enter a store when I am attracted by an eye- catching window display”.

v. Strongly disagree v. strongly agree

1 2 3 4 5

7. “I feel forced to enter the store when I see an interesting window display”.

1 2 3 4 5

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8. “I tend to choose which store to shop in depending on eye-catching window displays”.

1 2 3 4 5

Section3: Influence of in-store form/dummy display

9. “I get an idea of what I want to buy after looking through in-store form/dummy

displays”.

v. Strongly disagree v. strongly agree

1 2 3 4 5

10. “When I see clothing of a new style or design on display, I tend to buy it”.

1 2 3 4 5

11. “When I see clothing that I like on in-store form/dummy display, I tend to buy it”.

1 2 3 4 5

12. “I tend to rely on store displays when I make a decision to purchase clothing”.

1 2 3 4 5

Section4: Influence of floor merchandising

13. “When I see clothing that catches my eye I tend to try it on without looking through

the whole section”.

v. Strongly disagree v. strongly agree

1 2 3 4 5

14. “When I walk, I tend to look through the clothing close to me”.

1 2 3 4 5

15. “I tend to try on clothing that catches my eye when I pass by”.

1 2 3 4 5

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Section5: Influence of promotional signage

16. “If I see an interesting promotional offer (reduced price, sales promotion, and etc.)

on in-store signs, I tend to buy”.

v. Strongly disagree v. strongly agree

1 2 3 4 5

17. “Sale signs attract me to look through the clothing”.

1 2 3 4 5

18. “When I see a special promotion sign, I go to look at that clothing”.

1 2 3 4 5

19. “I am more likely to make an unplanned purchase if the clothing has a sale”.

1 2 3 4 5

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G L O S S A R Y

Acquiesced To consent or comply passively or without protest

Aesthetics (also spelled esthetics or esthetics) is a branch of

philosophy dealing with the nature of beauty, art, and taste, and with

the creation and appreciation of beauty.

Aggregation a group or mass of distinct or varied things, persons,

etc.: an aggregation of complainants

Anxiously full of mental distress or uneasiness because of fear of

danger or misfortune; greatly worried; solicitous

Anxieties Anxiety is a psychological and physiological state

characterized by somatic, emotional, cogni tive, and behavioral

components, the root meaning of the word anxiety is 'to vex or

trouble'; in either the absence or presence of psychological stress,

anxiety can create feelings of fear, worry, uneasiness and dread

Arcades an arched or covered passageway, usually with shops on each

side

Astonishment overpowering wonder or surprise; amazement: He

looked with astonishment at his friends

Attribute to consider as made by the one indicated, especially with

strong evidence but in the absence of conclusive proof: to attribute a

painting to an artist .

Augment to raise (the upper note of an interval or chord) by a half

step

Captivate to attract and hold the attention or interest of, as by beauty

or excellence; enchant: Her blue eyes and red hair captivated him

Chaotic completely confused or disordered: a chaotic mass of books

and papers

87

Coherent Approach logically connected; consistent: a coherent

argument

Consequences something that logically or naturally follows from an

action or condition

Constricted carefully weighed or considered; studied

Contemporary of the present time; modern

Conversing To engage in a spoken exchange of thoughts, ideas, or

feelings; talk

Convenience samples A non probability sample of individuals who

just happen to be where the study is being conducted when it is being

conducted. For example, we could interview people, ‘Were you

satisfied with the materials and services, if not why?’

Correlation analysis A statistical technique used to measure the

closeness of the l inear relationship between two or more interval

scaled variables

Consign to hand over or deliver formally or officially; commit (often

followed by two)

Criterions a standard of judgment or criticism; a rule or principle for

evaluating or testing something

Cues a hint; intimation; guiding suggestion

Dangled to hang around or follow a person, as i f seeking favor or

attention

Deliberated carefully weighed or considered; studied

Delineates to trace the outline of; sketch or trace in outline;

represent pictorially

88

Décor style or mode of decoration, as of a room, building, or the like:

modern office décor; a bedroom having a spanish décor

Desirability worth having or wanting; pleasing, excellent, or fine: a

desirable apartment

Dialect The term dialect (from the Greek Language word dialektos,) is

used in two distinct ways, even by linguists.

Demeanor the way a person behaves towards othe rs; conduct

Descriptive research A research design in which the major emphasis

is on determining the frequency with which something occurs

Divergent The use of divergent to mean different as in they hold

widely divergent views is considered by some peopl e to be incorrect

Dummy Preliminary layout for an ad, or other print material

Engendered to be produced or caused; come into existence

Entailed to impose as a burden: Success entails hard work

Enticing to attract or draw towards oneself by exciting hope or desire;

tempt

Enumerations a catalog or list

Evade avoiding doing or fulfi lling

Exotic strikingly unusual or strange in effect or appearance: an exotic

hairstyle

Exude to come out gradually in drops

Façade any side of a building facing a publi c way or space and

finished accordingly

89

Factor analysis A body of statistical techniques concerned with study

of interrelationships among a certain set of variables --none of which

is given the special status of a criterion variable

Fetching to sell for or bring (a price, financial return, etc.)

Gaze to look steadily and intently, as with great curiosity, interest,

pleasure, or wonder

Glimpsed a very brief, passing look, sight, or view

Impulse sudden, involuntary inclination prompting to action: to be

swayed by impulse

Imperative absolutely necessary or required; unavoidable: It is

imperative that we leave

Implicit unquestioning or unreserved; absolute: implicit trust;

implicit obedience; implicit confidence

Intent the state of a person's mind that directs his or her actions

toward a specific object

Intentions an act or instance of determining mentally upon some

action or result

Intriguing to achieve or earn by appealing to another's curiosity,

fancy, or interest: to intrigue one's way into another's notice

Ledge a relatively narrow, projecting part, as a horizontal, shelf l ike

projection on a wall or a raised edge on a tray

Leverage power or ability to act or to influence people, events,

decisions, etc. ; sway: Being the only industry in town gave the

company considerable leverage in its union negotiations

Lure anything that attracts, entices, or allures

Mannerism a habitual or characteristic manner, mode, or way of

doing something; distinctive quality or style, as in behavior or speech:

He has an annoying mannerism of tapping his fingers while he talks

90

Momentary that might occur at any moment; ever impending: to live

in fear of momentary annihilation

Normative expressing value judgments or prescriptions as contrasted

with stating facts

Notion a general understanding; vague or imperfect conception or

idea of something: a notion of how something should be done.

Patronage the financial support or business provided to a store, hotel,

or the like, by customers, clients, or paying guests.

Pedestal an architectural support for a column, statue, vase, or the

like

Perception perception is the cognitive impression that is formed of

“reality” which in turn influences the individual’s actions and behavior

toward that object.

Point-of-sale (POS) a data collection system that electronically

receives and stores bar code information derived from a sales

transaction. This could the zip codes for library users, facilitating the

library in determining geographic market are that users reside in.

Profoundness being or going far beneath what is superficial, external,

or obvious: profound insight

Query to question as doubtful or obscure: to query a statement

Rear the space or position behind something

Reference group A group that the individual tends to use as the

anchor point for evaluating his/her own beliefs and attitudes.

Teenagers influence their peers regarding library use.

Securing free from or not exposed to danger or harm; safe

Signage Signs considered as a group, the design or use of signs and

symbols.

Strategic market planning The planning process that yields decisions

in how a business unit can best compete in the markets it elects to

91

serve. The strategic plan is based upon the totality of the marketing

process.

Surpassed to go beyond in amount, extent, or degree; be greater than;

exceed

Traits a distinguishing characteristic or quality, especially of one's

personal nature: bad traits of character

Trigger anything, as an act or event that serves as a stimulus and

initiates or precipitates a reaction or series of reactions.

Valorize To establish and maintain the price of (a commodity) by governmental action.