The Impact of Visual Merchandising on Impulse Purchases and Biological Aspects in Customer Loyalty Intentions: A Focus on Pothys - Tiruchirappalli

Author: S. Syed Muthaliff and Dr. S. Dhinesh Babu

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Abstract

Visual merchandising started as a method to create visual appeal. It incorporates elements such as color, lighting, spatial layout, products, informational cues, and sensory experiences like scent, touch, and sound, along with technologies like displays and interactive installations, to design engaging presentations. The practice involves the strategic arrangement and presentation of products and services to boost sales. It is vital in forming a positive perception among customers. The sample size was calculated using a 95% confidence level, a 5% margin of error, and a 50% population proportion, yielding a final figure of 385. From this total, a representative 50%, equating to 193 individuals, participated in the survey. Before conducting the main survey, the questionnaire was pilot tested with 15 individuals to ensure its validity. The analysis was ultimately based on the responses from the 193 participants included in the final sample size. IBM SPSS Statistics version 20.0 was utilized for the analysis, employing the following tools: 1) Reliability Test, 2) Factor Analysis, 3) Multiple Regression, and 4) SEM Model. The reliability test yielded a Cronbach's alpha value of 0.941, indicating satisfactory reliability of the data. Factor analysis was conducted to verify the appropriateness of the chosen factors for the study, while multiple regression was used to determine the percentage effects. The results also demonstrate a strong correlation between impulse buying behavior and customer patronage intention toward the product purchase

Keywords

Visual Merchandising, Impulsive Buying, Customer Patronage, Promotional signage, Design & layout of the store, Corporate identity, Merchandise display, Lightning

Conclusion

In conclusion, visual merchandising plays a significant role in driving impulse purchases and shaping customer loyalty intentions at Pothys in Tiruchirappalli. The strategic use of store layouts, color schemes, lighting, and culturally relevant displays not only attracts customers but also triggers emotional and psychological responses that lead to unplanned buying decisions. Additionally, understanding the biological aspects, such as the brain's reaction to visual stimuli and the emotional connections customers form with the store environment, can further enhance the effectiveness of merchandising strategies

References

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How to cite this article

S. Syed Muthaliff and Dr. S. Dhinesh Babu (2023). The Impact of Visual Merchandising on Impulse Purchases and Biological Aspects in Customer Loyalty Intentions: A Focus on Pothys - Tiruchirappalli. Biological Forum – An International Journal, 15(5a): 782-792