CONSUMER IMPULSE BUYING BEHAVIOR FOR APPARELS

The consumer market today has become increasingly diverse; hence attracting customers and retaining them has become very crucial for their success. As a result of this, retailers have adopted visual merchandising tools and techniques to differentiate themselves from the rest of the retailers in the market to attract and retain a huge customer base that is most likely to buy on impulse. The primary objective of this study was to examine the relationship between visual merchandising dimensions and consumer impulse buying behavior in the retail industry of Nepal. The study area for this research was the retail stores of malls in Kathmandu city; Labim mall and Eyeplex Mall in particular, and the data were collected from respondents through a questionnaire survey method. It is hence, concluded that consumer impulse buying is significantly impacted by product display, form/ mannequin display and promotional signage. As impulse buying has now been perceived as a common behavior, thus retailers should take the opportunity and benefit themselves from the use of different visual merchandising elements which is often termed as 'an art of silent selling'.

Autorentext
Dr. Gopal Thapa is an Associate Professor at Tribhuvan University, Nepal. Dr. Thapa has more than 25 years of experience in the field of teaching, training, research, and consultancy. He has published more than fifty books. Miss Sunita Tandukar is MBM graduate from Nepal Commerce Campus and working as a research assistant of Dr. Gopal Thapa.