VISUAL MERCHANDISING AND CONSUMER IMPULSE BUYING BEHAVIOUR

Making eye-catching displays to highlight products in a retail setting is known as visual merchandising. It uses design components, lighting, signage, and product placement to highlight particular items and improve the overall aesthetic. Engaging customers, promoting purchases, and enhancing their shopping experience are the main objectives. The impulse buying behavior of consumers indicated their propensity to make impulsive, haphazard purchases without much thought beforehand. Rather than being motivated by a thoughtful assessment of needs or logical decision-making, it is frequently influenced by feelings, desires, or outside stimuli. Impulsive buying is largely influenced by factors such as immediate gratification, store layout, lighting, color, and display of products.

Autorentext

La Sra. S. Saumya Larshani es estudiante y la Sra. L. M. A. Shamila es profesora en la Facultad de Comunicación y Estudios Empresariales, Campus de Trincomalee , Universidad Oriental de Sri Lanka.El Dr. T. Prabaharan es profesor titular (G1) en el Departamento de Gestión de la Facultad de Comercio y Gestión de la Universidad Oriental de Sri Lanka.