Impact of Visual Merchandising Elements on Consumer Impulse Buying Behaviour: An Analysis

Abstract

Modern retail is undergoing rapid transformation, driven significantly by the rise in online sales, a trend further accelerated by the COVID-19 pandemic. Despite this shift, physical retail spaces—particularly grocery stores—continue to play a central role and are expected to remain vital in the near future. As competition among retailers intensifies, consumers now demand more engaging and personalized shopping experiences. Retailers must therefore employ creative strategies to attract customers into their stores and encourage repeat visits. Once inside, the objective is to maximize customer purchases. In this evolving landscape, visual merchandising has emerged as a key supply-side strategy, contributing to a pleasant in-store atmosphere and guiding consumer behavior. This study explores the effectiveness of various visual merchandising elements in stimulating impulsive buying behavior. Through a comprehensive literature review and a primary survey of 226 respondents—shoppers in large-format grocery stores such as hypermarkets—the research identifies the visual merchandising factors that significantly influence impulsive consumer purchases.