Description
Visual Merchandizing like color, product display, music, lighting and cleanliness in relation to its effect on retail customers. In practical implication it can be base for developing effective policy for attracting customers.
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
169 X PARIPEX - INDIAN JOURNAL OF RESEARCH
Research Paper
Visual Merchandising: A Silent Salesman of
Contemporary Retailer
* Jigna N. Ahir ** Vishal J. Mali
Management
* Student, Naran Lala School of Industrial Management & Computer Science, Navsari
** Assistant Professor, Naran Lala School of Industrial Management & Computer Science, Navsari
ABSTRACT
The present study is analyzing the various dimensions of Visual Merchandizing like color, product display, music, lighting and
cleanliness in relation to its effect on retail customers. In practical implication it can be base for developing effective policy
for attracting customers. Many studies have been done on huge footfalls in retail outlets but the real challenge is to convert
these footfalls into the sales and visual merchandising is one of the ways to handle this issue effectively. The retailers to cope
with this issue of huge footfalls still lower sales must adopt innovative steps to make customer to go for impulse buying. Using
Correlation, ANOVA and Friedman study seeks to fnd out the signifcance and variance with demographic factors in addition
to identifying major factors of visual merchandizing.
Keywords : Visual Merchandising, Footfalls, Organized Retailing
1. INTRODUCTION:
Visual merchandising plays a major role in retailing. “It is that
which enhances products, supports brands, increases traffc
and sales, adds visual excitement by way of strategically lo-
cated and illuminated focal destinations in an environment,
typically businesses and stores, defnes and advertises over-
all personality and image.” (Gorman). The art of increasing
the sale of products by effectively and sensibly displaying
them at the retail outlet is called as visual merchandising.
Due to increasing competition and the similarity of merchan-
dise, retailers utilize visual merchandising to differentiate their
offerings from others’ as well as to improve the desirability of
products. Since impulse buying is a pervasive aspect of con-
sumers’ behaviors and a focal point for strategic marketing
plan (Rook, 1987), fnding variables that infuence shoppers’
impulse buying urges and decisions and attempting to control
these infuencing variables through strategic marketing and
merchandising activity is critical for retailers in order to sur-
vive in ferce competition.
Besides, visual merchandising is also a powerful marketing
tool as an external motivator in the consumer’s impulse buy-
ing behavior. Indeed, impulse buying is signifcant for sales
revenue; in fact it represents a substantial volume of goods
sold every year (Bellenger et al., 1978; Clover, 1950; Cobb
and Hoyer, 1986; Kollat and Willet, 1967) (cited in Supriya M.
Kalla and A. P. Arora 2010).
This study will provide information as to why visual mer-
chandising 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 merchandising that
can infuence consumers’ impulse buying behaviors. The
study focuses on analyzing the various dimensions of visual
merchandizing with reference to retailers of Surat Region.
2. Literature Review:
Visual merchandising can be defned as everything the custom-
er sees, both exterior and interior, that creates a positive image
of a business and results in attention, interest, desire and action
on the part of the customer.” (Bastow-Shoop et al., 1991)
“Visual merchandising is a major factor often overlooked in
the success or failure of retail store.
VISUAL MERCHANDISING IN RELATION TO IMPULSE
BUYING BEHAVIOR
“In store browsing is the in-store examination of a retailer’s
merchandise for recreational and informational purposes
without an immediate intent to buy” (Bloch, Ridgway, & Shar-
rell, 1989, p.14). Jarboe and McDaniel (1987) found custom-
ers who browsed in a store made more unplanned purchases
than non-browsers in a regional mall setting.
Color:
Bellizzi et al. (1983) investigated the effects of color in retail
store design. The results indicated that despite color prefer-
ences, subjects were physically drawn to warm color (yellow
and red) environments, but they paradoxically found red retail
environments to be generally unpleasant, negative, tense,
and less attractive than cool color retail (green and blue) en-
vironments. (Cited in: Bellizzi and Hite. 1992)
Product display:
In a study carried out by Abratt and Goodey (1990) product
display has been identifed as an in – store stimuli. Simonson
and Winer (1992) found that purchase behavior can be mod-
ifed by the way in which inventory is arranged. Kumar and
Leone (1988) maintain that point of purchase displays can be
very useful in stimulating sales.
Music:
Bruner (1990) suggests that the genre of the background mu-
sic is likely to produce stronger effects on perceptions and
preferences. They reported that the impact of loudness on
musical preference differed by gender, with females reacting
more adversely than males to louder music. (Cited in: Oakes,
2000)
Lighting:
Mehrabian (1976) “believed that lighting was a chief factor
in the environment’s impact on individuals because brightly
lit rooms are more arousing than dimly lit ones”. (Cited in:
Summers and Herbert, 1999) Areni and Kim (1994) found that
consumers examined and handled signifcantly more items
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
170 X PARIPEX - INDIAN JOURNAL OF RESEARCH
under ‘bright’ lighting conditions than under ‘‘soft’’ lighting
conditions.
Cleanliness:
A study by Carpenter and Moore (2006) indicated that both
frequent and occasional shoppers across all retail formats
indicated cleanliness as the single most important store at-
tribute. Yun and Good (2007) declared that shopping in an
immaculately clean store might generate image perceptions
of cleanliness, contentment, or luxury.
Store design or store Display:
It was also understand in Bellizzi and Hite (1992) study that
displays are one of the most infuential elements on un-
planned purchases. Abratt and Goodey (1990) stated that
point of purchase displays can be very useful in stimulating
sales. In addition it was stated that the shoppers attach more
infuence to the foor of a store than to its ceiling.
3. METHODOLOGY
3.1 Conceptual Framework for the study
As per literature review studied dimensions of visual mer-
chandising shown below are considered to be appropriate
and taken up for this study visual merchandizing and its im-
pact on impulse buying among the retail customers of Surat
Region.
3.2 Objectives of the study:
o To fnd out the different factors which affect the effective-
ness of visuals merchandising.
o To study the impact of different demographical factors on
visual merchandising and in turn on impulse buying be-
havior.
3.3 Hypothesis:
Statement 1: There is a signifcant variance between differ-
ent age groups and visual merchandising.
Statement 2: Different factors of visual merchandising are
related to each other.
Statement 3: There is a signifcant relationship between dif-
ferent income group and visual merchandising.
3.4 Sampling and Method of Analysis
The Population of the study is the retail customers of Surat
region. The consumers have been selected by simple ran-
dom sampling technique through structured questionnaire.
Only those retail customers were taken whose shopping ex-
perience were at least 6 months from organized retail stores
in Surat City. The questions are measured by using Likert
fve point scales. The data & Information have been collected
from 250 retail customers.
4. RESULTS AND DISCUSSION
Figure-1: Mean values of various dimension of visual mer-
chandising of retail customers of Surat Region.
The fgure-1 depicts that most of the retail customers do get
infuenced by visual merchandising because means value of
almost all dimension is higher than midpoint 6 (Min + Max/2,
2+10/2 = 6). It means when the retail customer visit any re-
tail outlet they tend to get infuenced by above dimensions of
visual merchandising.
Table 1: ANOVA- relationship between Dimensions of Visual Merchandising with Different Age groups.
ANOVA
Sum of
Squares
df Mean Square F Sig.
Color Between Groups 3.220751 4 0.805188 0.298925 0.878486
Within Groups 659.9352 245 2.693613
Total 663.156 249
Lighting Between Groups 363.4049 4 90.85121 54.96004 0.000
Within Groups 404.9951 245 1.653041
Total 768.4 249
Product Display Between Groups 6.470835 4 1.617709 0.48375 0.747668
Within Groups 819.3052 245 3.344103
Total 825.776 249
Music Between Groups 8.848802 4 2.212201 0.772541 0.543978
Within Groups 701.5672 245 2.86354
Total 710.416 249
Window Display Between Groups 10.20536 4 2.55134 0.846473 0.496921
Within Groups 738.4506 245 3.014084
Total 748.656 249
Cleanliness Between Groups 20.23543 4 5.058857 0.971073 0.423955
Within Groups 1276.341 245 5.209553
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
171 X PARIPEX - INDIAN JOURNAL OF RESEARCH
Total 1296.576 249
Promotional Signage Between Groups 30.40631 4 7.601577 2.920961 0.021852
Within Groups 637.5937 245 2.602423
Total 668 249
Store Design Between Groups 30.95822 4 7.739555 2.425672 0.048647
Within Groups 781.7178 245 3.190685
Total 812.676 249
Table-1 exhibits that Lighting and Promotional Signage has
signifcant variance with the age of the retail customers. It
means lighting and promotional signage infuence different
age group of customers differently.
Table-2 Correlation Analysis- Variables (Visual Merchan-
dising and Income Level)
Correlations
Income
Income Pearson Correlation 1
Sig. (2-tailed)
N 250
Visual Merchandising Pearson Correlation 0.138
Sig. (2-tailed) 0.028
N 250
*. Correlation is signifcant
at the 0.05 level (2-tailed).
Table-2 exhibits that there is signifcant positive correlation
between visual merchandising and income level of custom-
ers. It means as the income level of customer increases im-
pact of visual merchandising increases.
Table 3: Friedman Analysis:
Friedman Test
Mean Rank
Promotional Signage 5.36
Color 4.85
Store Design 4.79
Cleanliness 4.55
Music 4.37
Window Display 4.26
Product Display 4.22
Lighting 3.60
Table 3: Exhibits that retail customers of Surat region are
getting infuenced by promotional signage most followed by
color, store design, cleanliness, music, window display, prod-
uct display and lighting. Above table also shows specifcally
which factors are having greater infuence on retail customers
with reference to visual merchandising and in turn impulse
buying. So, retailers should focus on promotional signage
followed by color, store design, cleanliness, music, window
display, product display and lighting in order of priority.
5. CONCLUSION
Due to increasing competition and the similarity of merchan-
dise, retailers utilize visual merchandising to differentiate their
offerings from others’ as well as to improve the desirability of
products. Since impulse buying is a pervasive aspect of con-
sumers’ behaviors and a focal point for strategic marketing
plan (Rook, 1987), fnding variables that infuence shoppers’
impulse buying urges and decisions and attempting to control
these infuencing variables through strategic marketing and
merchandising activity is critical for retailers in order to sur-
vive in ferce competition.
This study will provide information as to why visual mer-
chandising should be considered an important component of
a strategic marketing plan in support of sales increase and
positive store/company image. As per the ANOVA test Light-
ing and Promotional Signage has signifcant variance with
the different age group of the retail customers. According to
correlation analysis there is signifcant positive correlation be-
tween visual merchandising and income level of customers.
It means as the income level of customer increases impact of
visual merchandising increases. And Friedman test suggest
retailers that in order to make visual merchandising effective
retailers should focus on promotional signage followed by
color, store design, cleanliness, music, window display, prod-
uct display and lighting in order of priority.
REFERENCES
1. Bellizzi, J. A., Crowley, A. E. & Hasty, R. W. 1983, ‘The effects of color in store design’, Journal of Retailing, vol. 59, pp. 21-45. | 2. Bellizzi, A. J. & Hite, E. R. 1992.
‘Environmental Color, Consumer Feelings, and Purchase Likelihood’, Psychology and Marketing, vol. 9, no. 5, pp. 347-363. | 3. Bruner II & Gordon C. 1990, ‘Music,
Mood, and Marketing’, Journal of Marketing, pp. 94-104. | 4. Wanninayake, W. M. C. B. & Randiwela, P. 2007, ‘The Impact of Visual Merchandising on Consumer Store
Choice Decisions in Sri Lankan Supermarkets’, In: 7th Global Conference on Business & Economics, Rome 13-14 October 2007 | 5. Abratt, R. & Goodey, D. S. (1990).
‘Unplanned Buying and In-Store Stimuli in Supermarkets’, Managerial and Decision Economics, vol. 11, no. 2, pp. 111-121. | 6. C. Selvaraj , Cr. M. Swaminathan. “Brunt
of Visual Merchandise On Retail Store Penchant” JM international journal of marketing management. January 2011,volume 1, ISSUE-2 | 7. Schiffmen, L.G., Kanuk, L.K.
(2000). Consumer Behaviour. India: Pearson Education Inc. | 8. Bastow-Shoop, H., Zetocha, D., & Passewitz, G. (1991). Visual merchandising: A guide for small retailers.
Iowa: University Publications. | 9. Kalla, S. M., & Arora, A. (2011). Impulse Buying : A literature Review. Global Business Review , 12 (1), 145-157. | 10. Rook, D., & Fisher,
R. (1995). Normative infuences on impulse buying behaviour. Journal of Consumer Research , 22 (3), 305-313.
doc_487765495.pdf
Visual Merchandizing like color, product display, music, lighting and cleanliness in relation to its effect on retail customers. In practical implication it can be base for developing effective policy for attracting customers.
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
169 X PARIPEX - INDIAN JOURNAL OF RESEARCH
Research Paper
Visual Merchandising: A Silent Salesman of
Contemporary Retailer
* Jigna N. Ahir ** Vishal J. Mali
Management
* Student, Naran Lala School of Industrial Management & Computer Science, Navsari
** Assistant Professor, Naran Lala School of Industrial Management & Computer Science, Navsari
ABSTRACT
The present study is analyzing the various dimensions of Visual Merchandizing like color, product display, music, lighting and
cleanliness in relation to its effect on retail customers. In practical implication it can be base for developing effective policy
for attracting customers. Many studies have been done on huge footfalls in retail outlets but the real challenge is to convert
these footfalls into the sales and visual merchandising is one of the ways to handle this issue effectively. The retailers to cope
with this issue of huge footfalls still lower sales must adopt innovative steps to make customer to go for impulse buying. Using
Correlation, ANOVA and Friedman study seeks to fnd out the signifcance and variance with demographic factors in addition
to identifying major factors of visual merchandizing.
Keywords : Visual Merchandising, Footfalls, Organized Retailing
1. INTRODUCTION:
Visual merchandising plays a major role in retailing. “It is that
which enhances products, supports brands, increases traffc
and sales, adds visual excitement by way of strategically lo-
cated and illuminated focal destinations in an environment,
typically businesses and stores, defnes and advertises over-
all personality and image.” (Gorman). The art of increasing
the sale of products by effectively and sensibly displaying
them at the retail outlet is called as visual merchandising.
Due to increasing competition and the similarity of merchan-
dise, retailers utilize visual merchandising to differentiate their
offerings from others’ as well as to improve the desirability of
products. Since impulse buying is a pervasive aspect of con-
sumers’ behaviors and a focal point for strategic marketing
plan (Rook, 1987), fnding variables that infuence shoppers’
impulse buying urges and decisions and attempting to control
these infuencing variables through strategic marketing and
merchandising activity is critical for retailers in order to sur-
vive in ferce competition.
Besides, visual merchandising is also a powerful marketing
tool as an external motivator in the consumer’s impulse buy-
ing behavior. Indeed, impulse buying is signifcant for sales
revenue; in fact it represents a substantial volume of goods
sold every year (Bellenger et al., 1978; Clover, 1950; Cobb
and Hoyer, 1986; Kollat and Willet, 1967) (cited in Supriya M.
Kalla and A. P. Arora 2010).
This study will provide information as to why visual mer-
chandising 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 merchandising that
can infuence consumers’ impulse buying behaviors. The
study focuses on analyzing the various dimensions of visual
merchandizing with reference to retailers of Surat Region.
2. Literature Review:
Visual merchandising can be defned as everything the custom-
er sees, both exterior and interior, that creates a positive image
of a business and results in attention, interest, desire and action
on the part of the customer.” (Bastow-Shoop et al., 1991)
“Visual merchandising is a major factor often overlooked in
the success or failure of retail store.
VISUAL MERCHANDISING IN RELATION TO IMPULSE
BUYING BEHAVIOR
“In store browsing is the in-store examination of a retailer’s
merchandise for recreational and informational purposes
without an immediate intent to buy” (Bloch, Ridgway, & Shar-
rell, 1989, p.14). Jarboe and McDaniel (1987) found custom-
ers who browsed in a store made more unplanned purchases
than non-browsers in a regional mall setting.
Color:
Bellizzi et al. (1983) investigated the effects of color in retail
store design. The results indicated that despite color prefer-
ences, subjects were physically drawn to warm color (yellow
and red) environments, but they paradoxically found red retail
environments to be generally unpleasant, negative, tense,
and less attractive than cool color retail (green and blue) en-
vironments. (Cited in: Bellizzi and Hite. 1992)
Product display:
In a study carried out by Abratt and Goodey (1990) product
display has been identifed as an in – store stimuli. Simonson
and Winer (1992) found that purchase behavior can be mod-
ifed by the way in which inventory is arranged. Kumar and
Leone (1988) maintain that point of purchase displays can be
very useful in stimulating sales.
Music:
Bruner (1990) suggests that the genre of the background mu-
sic is likely to produce stronger effects on perceptions and
preferences. They reported that the impact of loudness on
musical preference differed by gender, with females reacting
more adversely than males to louder music. (Cited in: Oakes,
2000)
Lighting:
Mehrabian (1976) “believed that lighting was a chief factor
in the environment’s impact on individuals because brightly
lit rooms are more arousing than dimly lit ones”. (Cited in:
Summers and Herbert, 1999) Areni and Kim (1994) found that
consumers examined and handled signifcantly more items
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
170 X PARIPEX - INDIAN JOURNAL OF RESEARCH
under ‘bright’ lighting conditions than under ‘‘soft’’ lighting
conditions.
Cleanliness:
A study by Carpenter and Moore (2006) indicated that both
frequent and occasional shoppers across all retail formats
indicated cleanliness as the single most important store at-
tribute. Yun and Good (2007) declared that shopping in an
immaculately clean store might generate image perceptions
of cleanliness, contentment, or luxury.
Store design or store Display:
It was also understand in Bellizzi and Hite (1992) study that
displays are one of the most infuential elements on un-
planned purchases. Abratt and Goodey (1990) stated that
point of purchase displays can be very useful in stimulating
sales. In addition it was stated that the shoppers attach more
infuence to the foor of a store than to its ceiling.
3. METHODOLOGY
3.1 Conceptual Framework for the study
As per literature review studied dimensions of visual mer-
chandising shown below are considered to be appropriate
and taken up for this study visual merchandizing and its im-
pact on impulse buying among the retail customers of Surat
Region.
3.2 Objectives of the study:
o To fnd out the different factors which affect the effective-
ness of visuals merchandising.
o To study the impact of different demographical factors on
visual merchandising and in turn on impulse buying be-
havior.
3.3 Hypothesis:
Statement 1: There is a signifcant variance between differ-
ent age groups and visual merchandising.
Statement 2: Different factors of visual merchandising are
related to each other.
Statement 3: There is a signifcant relationship between dif-
ferent income group and visual merchandising.
3.4 Sampling and Method of Analysis
The Population of the study is the retail customers of Surat
region. The consumers have been selected by simple ran-
dom sampling technique through structured questionnaire.
Only those retail customers were taken whose shopping ex-
perience were at least 6 months from organized retail stores
in Surat City. The questions are measured by using Likert
fve point scales. The data & Information have been collected
from 250 retail customers.
4. RESULTS AND DISCUSSION
Figure-1: Mean values of various dimension of visual mer-
chandising of retail customers of Surat Region.
The fgure-1 depicts that most of the retail customers do get
infuenced by visual merchandising because means value of
almost all dimension is higher than midpoint 6 (Min + Max/2,
2+10/2 = 6). It means when the retail customer visit any re-
tail outlet they tend to get infuenced by above dimensions of
visual merchandising.
Table 1: ANOVA- relationship between Dimensions of Visual Merchandising with Different Age groups.
ANOVA
Sum of
Squares
df Mean Square F Sig.
Color Between Groups 3.220751 4 0.805188 0.298925 0.878486
Within Groups 659.9352 245 2.693613
Total 663.156 249
Lighting Between Groups 363.4049 4 90.85121 54.96004 0.000
Within Groups 404.9951 245 1.653041
Total 768.4 249
Product Display Between Groups 6.470835 4 1.617709 0.48375 0.747668
Within Groups 819.3052 245 3.344103
Total 825.776 249
Music Between Groups 8.848802 4 2.212201 0.772541 0.543978
Within Groups 701.5672 245 2.86354
Total 710.416 249
Window Display Between Groups 10.20536 4 2.55134 0.846473 0.496921
Within Groups 738.4506 245 3.014084
Total 748.656 249
Cleanliness Between Groups 20.23543 4 5.058857 0.971073 0.423955
Within Groups 1276.341 245 5.209553
Volume : 2 | Issue : 8 | Aug 2013 ISSN - 2250-1991
171 X PARIPEX - INDIAN JOURNAL OF RESEARCH
Total 1296.576 249
Promotional Signage Between Groups 30.40631 4 7.601577 2.920961 0.021852
Within Groups 637.5937 245 2.602423
Total 668 249
Store Design Between Groups 30.95822 4 7.739555 2.425672 0.048647
Within Groups 781.7178 245 3.190685
Total 812.676 249
Table-1 exhibits that Lighting and Promotional Signage has
signifcant variance with the age of the retail customers. It
means lighting and promotional signage infuence different
age group of customers differently.
Table-2 Correlation Analysis- Variables (Visual Merchan-
dising and Income Level)
Correlations
Income
Income Pearson Correlation 1
Sig. (2-tailed)
N 250
Visual Merchandising Pearson Correlation 0.138
Sig. (2-tailed) 0.028
N 250
*. Correlation is signifcant
at the 0.05 level (2-tailed).
Table-2 exhibits that there is signifcant positive correlation
between visual merchandising and income level of custom-
ers. It means as the income level of customer increases im-
pact of visual merchandising increases.
Table 3: Friedman Analysis:
Friedman Test
Mean Rank
Promotional Signage 5.36
Color 4.85
Store Design 4.79
Cleanliness 4.55
Music 4.37
Window Display 4.26
Product Display 4.22
Lighting 3.60
Table 3: Exhibits that retail customers of Surat region are
getting infuenced by promotional signage most followed by
color, store design, cleanliness, music, window display, prod-
uct display and lighting. Above table also shows specifcally
which factors are having greater infuence on retail customers
with reference to visual merchandising and in turn impulse
buying. So, retailers should focus on promotional signage
followed by color, store design, cleanliness, music, window
display, product display and lighting in order of priority.
5. CONCLUSION
Due to increasing competition and the similarity of merchan-
dise, retailers utilize visual merchandising to differentiate their
offerings from others’ as well as to improve the desirability of
products. Since impulse buying is a pervasive aspect of con-
sumers’ behaviors and a focal point for strategic marketing
plan (Rook, 1987), fnding variables that infuence shoppers’
impulse buying urges and decisions and attempting to control
these infuencing variables through strategic marketing and
merchandising activity is critical for retailers in order to sur-
vive in ferce competition.
This study will provide information as to why visual mer-
chandising should be considered an important component of
a strategic marketing plan in support of sales increase and
positive store/company image. As per the ANOVA test Light-
ing and Promotional Signage has signifcant variance with
the different age group of the retail customers. According to
correlation analysis there is signifcant positive correlation be-
tween visual merchandising and income level of customers.
It means as the income level of customer increases impact of
visual merchandising increases. And Friedman test suggest
retailers that in order to make visual merchandising effective
retailers should focus on promotional signage followed by
color, store design, cleanliness, music, window display, prod-
uct display and lighting in order of priority.
REFERENCES
1. Bellizzi, J. A., Crowley, A. E. & Hasty, R. W. 1983, ‘The effects of color in store design’, Journal of Retailing, vol. 59, pp. 21-45. | 2. Bellizzi, A. J. & Hite, E. R. 1992.
‘Environmental Color, Consumer Feelings, and Purchase Likelihood’, Psychology and Marketing, vol. 9, no. 5, pp. 347-363. | 3. Bruner II & Gordon C. 1990, ‘Music,
Mood, and Marketing’, Journal of Marketing, pp. 94-104. | 4. Wanninayake, W. M. C. B. & Randiwela, P. 2007, ‘The Impact of Visual Merchandising on Consumer Store
Choice Decisions in Sri Lankan Supermarkets’, In: 7th Global Conference on Business & Economics, Rome 13-14 October 2007 | 5. Abratt, R. & Goodey, D. S. (1990).
‘Unplanned Buying and In-Store Stimuli in Supermarkets’, Managerial and Decision Economics, vol. 11, no. 2, pp. 111-121. | 6. C. Selvaraj , Cr. M. Swaminathan. “Brunt
of Visual Merchandise On Retail Store Penchant” JM international journal of marketing management. January 2011,volume 1, ISSUE-2 | 7. Schiffmen, L.G., Kanuk, L.K.
(2000). Consumer Behaviour. India: Pearson Education Inc. | 8. Bastow-Shoop, H., Zetocha, D., & Passewitz, G. (1991). Visual merchandising: A guide for small retailers.
Iowa: University Publications. | 9. Kalla, S. M., & Arora, A. (2011). Impulse Buying : A literature Review. Global Business Review , 12 (1), 145-157. | 10. Rook, D., & Fisher,
R. (1995). Normative infuences on impulse buying behaviour. Journal of Consumer Research , 22 (3), 305-313.
doc_487765495.pdf