Abstract:

Impulse buying is when a purchase is made without any prior planning. Both internal and external factors, including visual merchandising, demographics, and socioeconomic background of the consumers, have an association with impulsive buying. The examination of the literature indicates that visual merchandising has long been considered a marketing tactic in the retail industry and that it significantly influences impulsive purchase behavior. So, with reference to the organized retail sector, the current paper attempted to analyze the key drivers of visual merchandising and the association of these determinants with the impulse buying behavior. Consumers of Star Bazaar have used it as a case study and conducted an extensive study utilizing a representative sample of these customers to determine the influence of their purchasing behavior when shopping at Star Bazaar. The researchers have identified four main factors of visual marketing in order to achieve the specified objectives. They are the eye-catching product display, the atmosphere within the store, and the current day's deals. The descriptive character of the research contributed to the conceptual development of clearly defined priorities and the dissemination of sufficient data that the researcher believes will aid in retailers' decision-making. 520 respondents were utilized to gather information structured questionnaires and evaluate the association of visual merchandising with the impulse buying behavior of Star Bazaar customers. The study employed a convenient sampling method, and attention was taken to ensure that the respondents were as diverse as possible. Cranach's coefficient, which was produced to assess the dependability and internal consistency of the replies, was used to measure the validity of the questionnaire. The data was examined with the aid of SPSS software to make drawing conclusions simple. Demographic factors were found to have significantly affected respondents' impulsive purchasing behavior. The main factors that influenced the responders, according to the regression results, were the attractive product display, the atmosphere within the store, and the day's special offers.

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