Final Thesis Factors Responsible for Impulse Buying
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Transcript of Final Thesis Factors Responsible for Impulse Buying
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CHAPTER 1
INTRODUCTION
Most points of sale within the market of manner today bid free access
towards their goods, which processes that a client does not need
towards ask the sales personnel for assistance and can independently
plan the offered merchandise. The impact of this is that consumers are
not influenced anymore via a sales fellow but are touched via the
distance the products is exposed.
Visual marketing has become a natural fraction of every modern degree
of sale and is characterized via the organize touch between products
and clients; it helps consumers towards easily strategy co mmodities
visually, physically, mentally and intellectually without the assistance
of a sales fellow (Ravazzi, 2000).
Visual marketing is sighted as an additional service, and consequently
it is relevant for every modern shop, none matter what kind of stock it
is or what dimension the store has.
1.1 Back ground
The importance of visual marketing as an essential organ of
communication for the retailer and manufacturer derives honestly from
the demands of the consumers.
Visual marketing is consequently suspected towards provide a
fundamental contribution to a degree of sale: it is an instrument
towards valorize a product, product relations, a section, or the point of
sale as a whole. It is a mixture of mechanisms that gra nt the product
the ability towards be active; thank you towards the distance it is
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presented. Its ultimate goal is towards increase profitabili ty (Pisani,
2004).
Visual marketing is an opportunity for a shop towards earns their goods
move towards the customer. If handled well, visual marketing sweetens
the ad functionality of the point of sale, develops the ad productivity
of the degree of sale (improves the marketing per staff, per square
meter etc) and grows its economic efficiency (accelerate rotation,
increase selling) (Ravazzi, 2000).
The ambition of this thesis is towards analyze whether visual
marketing has an influence on the impulse buying or not and
furthermore towards implement whether it has an impact on the sales
performance.
Today‟s severe competition and the similari ty of goods force each
segment of the industry to utilize visual marketing to improve the
desirabili ty of products. Apparel retailers, especially, place more
importance on visual marketing to differentiate their offerings
from others‟. Researchers found that impulse buyers usually do
not set out with the specific purpose of visiting a certain store
and purchasing a certain item; the behavior occurs after
experiencing an urge to buy (Beatty & Ferrell, 1998), and such
behaviors are influenced by internal states and
environmental/external factors.
Research findings suggest that impulse buying accounts for
substantial sales across a broad range of product categories
(Bellenger, Robertson & Hirschman, 1978; Cobb & Hoyer, 1986;
Han, Morgan, Kotsiopulos, & Kang-Park, 1991; Kollat & Willet ,
1967; Rook & Fisher, 1995; Weinberg & Gottwald, 1982). Since
impulse buying is a persistent aspect of consumers‟ behaviors and
a focal point for strategic marketing plans (Rook, 1987), i t is
worthwhile for retailers to understand factors within the retail
setting that trigger consumers‟ impulsive reactions.
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Retailers can help customers to find the right products through
focused marketing, intell igent store design and layout, and other
visual marketing practices, such as product displays, packaging,
and signage (Abrams, 1996; Baker, Grewal & Levy, 1992).
1.2 Why this topic is interesting
If it can be acquiesced on that the first visual connection of the
likeness statement of the store‟s offer is inhe rent in the way in which
the goods is offered within the window and the shop, one might
anticipate that this would be illustrated in the literature of retailing.
Yet this exact publication does not comprise a logical set about or
provide significant treatment of the subject:
“Businessmen, although, have tended to neglect air as a trading tool.
This is due to two factors. First, men of enterprise are inclined to be
functional and functional in their considering. Therefore they have
tended to neglect the aesthetic component in consumption. Secondly,
atmospheres are a quiet dialect in communication. It is only lately that
acknowledgement and study has been granted to diverse quiet
languages (Kotler, 1973-1974:48)
Visual marketing is not performed “as attentively and cleverly as they
now use cost, advocating, individual trading, public relatives and other
tools of marketing” (Kotler, 1973 -1974:50).
This neglect require not signify that the locali ty is not worthy of
learned inspection, but fact may be that since the locality anxieties
insights of creativity, localities which are difficult to check,
investigators may seem incapable to significantly broadcast and
analyze visual marketing.
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As a first step to make this study operational and comprehensive, I will
define the idea of “Visual marketing” . Proceeding from definitions that
I discovered in publications and from individual concepts I conceived
concrete definitions of what is to be held in brain when conversing
about “Visual market ing” .
1.3 Purpose/Objectives
Young consumer group have gained significant importance from
marketers as they have growing purchasing power; their money
attitude also has been changing with relatively easy access to
credit cards (Schor, 1998). Therefore, the consumer behavior of
an important sector of the young consumer group, and customers
is worth to be researched. Retailers try to find variables that
influence shoppers‟ impulse buying urges and decisions and
attempt to control these influencing variables through strategic
marketing and merchandising activity. Based on the literature
review, it is reasonable to expect that visual marketing, a
common external factor that encourages consumers‟ urge to buy,
can affect consumers‟ impulse buying decisions.
Based on the previous research findings, the purpose of this
research is to examine the relationship between customer‟s
impulse buying behaviors and common external factors that
trigger impulse buying. External factors that the research will
exam are attributes likely to be encountered in many retailing
contexts, such as visual marketing/ merchandising.
The research, therefore, will focus on effects of four types of
visual marketing/merchandising on impulse buying behavior. The
types of visual marketing/merchandising used as predictors in
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this study are window display, in-store form/mannequin display,
floor merchandising and promotional signage.
1.4 Rationale/significance of the study
With increasing competit ion, retailers strive to ensure that their
stores are appealing to their target markets. As retailers are
finding it increasingly difficult to create a differential advantage
on the basis of merchandise alone, the store itself plays an
important role for market differentiation. The correlation between
consumers‟ beliefs about the physical attractiveness of a s tore
and patronage intentions (Darden, Erdem, & Darden, 1983)
suggests that the visual aspect of the store may be significant in
relation to the consumers‟ choice of a store and buying behavior.
Since many retailers use visual presentation of the
store/company‟s offering in order to encourage customers‟ buying
behaviors, this fact was expected to be found in the consumer and
marketing literature.
However, the l iterature does not include a coherent approach or
provide significant coverage for this subject. I f first impressions
and appearance are important indicators of store image, then store
window displays must play an important role in a consumer‟s
decision whether or not to enter the store. However,
classifications of store image components in the literat ure are
almost entirely related to the in -store merchandise placement.
Display communications, which frequently happen to influence
consumers‟ buying behavior, a re not considered ( Fernie, 1997).
Buttle (1988) referred to visual marketing/merchandising as a
neglected area in marketing research. This neglect does not
signify that this area is unworthy of academic research, but may
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indicate that since visual marketing/merchandising concerns
perceptions of creativity, an area which is difficult to test;
researchers may have difficulty in analyzing it meaningfully.
Therefore, this learning will give information as to why visual
marketing should be considered an important component of a
strategic marketing plan in support of sales increase and positive
store/company image. This study will also provide insights to
retailers about types of visual marketing that can influence
consumers‟ impulse buying behaviors. The way in which
merchandise will eventually be displayed and promoted at the
store level is an important consideration in the buying function as
well as in the strategic marketing/merchandising plan.
1.5 Scope of visual marketing/Merchandising:
Selling a product (convenient/shopping/specialty) is incomplete
without communicating its image. To build long term brand
loyalty, in addit ion to the quality of the product, right image is
very much needed. To attain this, many companies invest huge
money on the promotions. But many businesses neglect the retail
front which is the face of the brands. In other words, the way the
products are displayed at the retail shelves, the way the sales
people communicate to the consumer etc. are the some of the
issues, which if not handles well can be a great threat to the
brands image. Visual marketing/merchandising is the art of
presentation, which puts the merchandiser in focus. It educates
the customers, creates desire and finally augments the sell ing
process. This is an area where the Pakistani business people lack
adequate knowledge and expertise. This inadequacy is best
reflected in poor presentation/display and communication the
various national and international exhibitions with phasing out of
quantitative restrictions after the year 2006, the textile industry
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will have to compete purely on the competitive edge of the
products and visual marketing/merchandising will be helpful for
the projecting the uniqueness of the products and thereby
increasing the market access and sales.
It is high time that the Pakistan clothing industry should
understand and adopts the scientific and professional system of
visual marketing/merchandising rather than the traditional
practices of display of products and communication.
1.6 Importance of Visual marketing/Merchandising:
Visual marketing/merchandising today forms a crit ical element of
retail ing. Besides the front elevation and windows, which are
clearly done up with an objective to attract passer -bys and induce
walk-ins, there is also in -store decor that is designed to enhance
the customer‟s comfort and convenience while shopping and
overall, offer a superior shopping exper ience.
Consumer behavior studies have confirmed that the lure of a
beautifully done up show window and a tastefully decorated
facade, more often than not, prove irresistible as they walk in to
check out what is on offer. It also ensures exclusivity since no
two stores should look alike. Besides, when the mood and theme
of such displays change at regular intervals, it makes certain that
the store remains top of mind.
Loyal customers have often been known to anxiously wait for the
next display. „Stickiness‟ in retail formats is also ensured by the
imaginative use of colours, l ighting, space, furniture and visual
elements with regard to in-store displays.
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Once customers walk in, it is but imperative to ensure that they
enjoy their first encounter with the store. After all, repeat visits
will only happen if a customer‟s first visit is a memorable one.
The logical arrangement of counters, with clear passagewa ys
allows for easy access to merchandise.
Rather than getting lost in the mess that most large stores are, the
customer feels more in control. Space is allocated to various
product categories taking into account the number of stocked and
shelves‟ /counter space requirements are worked out accordingly.
Clear passages are provided for products, which require touch and
feel . All impulse purchase driven products are also clearly
displayed so that the customers can reach them without any
hindrance. Also, it has been observed that when a person enters a
room, the human eye moves in a Z pattern, i .e. from rear left of
the room to right rear, followed by front left of the room to front
right. Care should be taken to do up the rear left end of the room
in an appealing manner so as to guide the direction of vision and
keep a shopper visually interested.
A great deal of research has been undertaken on the impact of
lighting on a customer‟s purchase behavior. Results clearly
indicate that in general , stores that are br ightly lit , with the lights
cleverly blending with the interiors lead to higher customer
comfort, and as such, more sales.
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1.7 Research problem/Question:
Why visual marketing should be considered as an important factor
of a strategic marketing plan in support of sales increase and
positive store/company image?
Which of the below factors mostly encourage consumers or
impulse them for buying.
1. “Window display” ,
2. “In-store form/dummy display” ,
3. “Floor merchandising” and
4. “Promotional signage” .
1.8 Limitations
The subsequent limitations were deliberated in this study:
1. The test was geographically constricted and the age assortment
was narrow. Data collected in other surrounding area may
generate divergent results.
2. Participants were constricted to learners signing -up in the
university and of business management. Customer purchasing
traits and dependability on visual marketing/merchandising as a
knowledge assist may differ is relying on their locality of study.
3. The tool was constricted to a quantitative method. The study
asked participants to reply the queries supported on their fresh
impulse buying experiences as long as they were mindful of their
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conduct and influences.
4. Participants had time constraints. Since the survey was asked
to be completed in class and to be returned immediately, the t ime
pressure of the respondents may have affected the quality of the
data.
However, the quali tative examine techniques may carry divergent
results.
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1.9 Outline
Due to increasing competition and the similarity of merchandise,
retailers utilize visual marketing/merchandising to differentiate
their offerings from others‟ as well as to improve the desirability
of products. Since impulse buying is a pervasive aspect of
consumers‟ behaviors and a focal point for strategic marketing
plan (Rook, 1987), finding variables that influence shoppers‟
impulse buying urges and decisions and attempting to contr ol
these influencing variables through strategic marketing and
merchandising activity is critical for retailers in order to survive
in fierce competition. This study will provide information as to
why visual marketing/merchandising 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
marketing/merchandising that can influence consumers‟ impulse
buying behaviors.
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CHAPTER 2
REVIEW OF LITERATURE
This phase give in-depth re-evaluate of books connected to
impulse buying:
Definitions and characterist ics of impulse buying and normative
evaluations of impulse buying conduct as well as elements and
cues effecting impulse buying behavior. In addition, this phase
delineates visual marketing/merchandising and clarifies its intent
along with relevant books to bond impulse buying conduct with
visual marketing/merchandising as an influencing factor.
2.1 A History of Visual Marketing/Merchandising:
The innovator 's of Visual marketing were Jason Keegan and paul
briggs who's dynamic and innovative merchandising techniques
revolutionized how a window, shop floor, and overall look of a
department store should look from head to toe.
In our current, consumer-oriented culture, people do not shop
merely to obtain i tems they need, but also to satisfy their wants.
Frequently, shopping does not even involve making a purchase.
For consumers, window-shopping has become a popular pastime.
Visual merchandisers create "mini worlds" for merchandise in an
effort to attract the attention of consumers, draw them into the
store and keep them coming back in the future. Despite the
advanced techniques seen in visual displays, visual
marketing/merchandising is not a new concept or art. As early as
the 18t h
century, merchandise was staged in interesting and
unique arrangements to attract consumers.
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The Early Stores
Prior to the late 18t h
century, when the contemporary methods of
visual marketing/merchandising began to evolve, store owners
and managers cared little for the appearance of their stores and
the presentation of merchandise. Very little merchandise was
displayed within the store. Rather, a customer would enter the
store and speak with the retailer, who would then present
merchandise that was kept in a back room. "Sales talk" and an
abili ty to persuade were very important in convincing a customer
of the quality of a product and making a sale. The evolution in
store design brought about a new "process" of shopping. It was
not longer a verbal engagement between retailers and customers,
but now a "sensory experience". The first step in the evolution of
store design occurred when small stores began to display their
merchandise openly to the public, instead of keeping it stored in
back rooms. Eventually, the deliberate displaying of goods
became an important tool for retailers. What were once
unattractive stores that were not meant to visually appeal to
consumers slowly became exciting shopping venues.
The Development of Arcades
The second step in the evolut ion process occurred in Europe
during the beginning of the 19t h
century with the development of
arcades. Arcades, or passages, were covered streets that were
constructed using iron and glass. Historically, they can be traced
back to bazaars of the Arabian Peninsula and Asia Minor. The
experimentation with new materials greatly improved the
aesthetic quali ties of the shops that were housed within the
arcades. The main features of the arcades were their glass
skylights, which often stretched the entire length of the
passageway. The skylights created a completely enclosed,
visually stimulating shopping environment. Unfortunately, the
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skylights were extremely expensive and caused many technical
difficulties. Also, the visually appealing shopping area that the
arcades created outside usually did not extend to inside of the
shops. Therefore, the arcades became mainly associated with
observers who were just out to walk around - not necessarily
shop.
The Establishment of the Grand Expositions
The establishment of the Grand Expositions marked the next
advance in the evolution of store design. The Grand Exposit ions,
which began in London in 1851 with the Crystal Palace
Exposition, were originally meant to present and demonstrate new
technology. The exposition soon became huge, crowded fairs in
which merchandise was displayed in exotic and elaborate
settings. The retailers learned that they would be more successful
if they displayed their merchandise openly and in a strategic
manner to the public. They also observed that it was better to not
place objects directly on the floor, but rather on platforms or
pedestals - raising the merchandise closer to eye level. This
emphasis on deliberately displaying merchandise in a manner that
would be pleasing for the consumer was an i mportant innovation
in the development of visual marketing/merchandising.
The Rise of the Department Store
The rise of the department store, or malls, in the 19t h
century
brought more changes in store design and visual displays. The
early department stores continued with the idea of displaying
merchandise in elaborate and luxurious setting. The department
stores of the 19t h
century transformed the concept of visual
marketing/merchandising in four ways. In doing so, merchandise
display was made one of the most important aspects of the
shopping experience.
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The World Expositions only occurred every few years in a small
number of large cit ies throughout Europe, and, eventually, in the
United States. The department stores were open every day, with
the exception of religious holidays. The first department that the
department stores made in regards to the concept of visual
marketing/merchandising entailed making the display techniques
that were used in the World Expositions a part of day-to-day
shopping. The depar tment store retailers were able to not only
bring these techniques to their stores, but with them, the sense of
"the experience" that people enjoyed while attending the
expositions.
The second transformation that the early department stores made
was in the use of luxurious store interiors that surpassed even the
most lavish arcade. They utilized many of the same techniques
and materials used in the construction of the arcades in an effort
to bring the outside to the inside. These early department stores
strived to exude a sense of luxury, even if it was just an
impression. Next, in an effort to convey to consumers that the
supply of merchandise was endless, the department store owners
displayed their products in an excessive and chaotic manner.
Merchandise was often displayed in large and unorganized lots
and scattered across fixtures.
The potential for customers to want, buy, and spend more was
great. By displaying merchandise in large quantit ies, retailers
made sure that the desires of the consumer were ne ver fulfilled,
therefore, enticing them to return in the future. At this point in
time, shortage and scarcity were sti ll threats to large portions of
the population. The "endless" supplies in the department stores
created a symbolic meaning of surplus.
Lastly, the department stores of the 19t h
century continued and
perfected the use of themed displays, similar to those that were
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used in the World Expositions. Like the expositions, products
were often presented in exotic themed displays, by displaying
goods in these arrangements; the symbolic qualit ies of the exotic
were rendered on average items, thus fulfilling a once
unattainable desire for the consumers. Also, merchandise was
displayed in "real" scenes.
2.2 Impulsive Buying
“Impulse buying has been conceived a pervasive and distinctive
phenomenon in the American lifestyle and has been obtaining
increasing consideration from consumer researchers and theorists
(Youn & Faber, 2000, p.179)”. Despite the damning criterions of
the instinct buying behavior from beyond innovation, defining
instinctive behavior as an irrational behavior (Ainslie, 1975;
Levy, 1976; Rook & Fisher, 1995; Solnick, Kannenberg,
Eckerman, & Waller, 1980), resulting from a scarcity of
behavioral control (Levy, 1976; Solnick et al. , 19 80), instinct
purchases allowing for princely sales across a broad range of
product categories (Bellenger, 1978; Cobb & Hoyer, 1986; Han,
Morgan, Kotsiopulos, & Kang-Park, 1991; Kollat & Willet, 1967;
Rook & Fisher, 1995;Weinberg & Gottwald, 1982). A learn
located that instinct purchases portrayed between 27% and 62%
of all department shop purchases (Bellenger et al., 1978). Rook
and Hoch (1985) claim that most persons have skilled an impulse
purchases. Other research findings support this claim disclosing
nearly 90% of respondents have made grocery purchases on
impulse rarely (Welles, 1986), and between 30% and 50% of all
purchases can be classified by the purchasers themselves as
impulse buys (Bellenger, 1978; Cobb & Hoyer, 1986; Han et al.,
1991; Kollat & Willett, 1967).
Early investigations on impulse buying were more worried with
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the definitional issues distinguishing impulse buying from non -
impulse buying and tried to classify the types of impulse buying
into one of some sub-categories (Bellenger et a l ., 1978;
Kollat&Willet, 1967; Stern, 1962), other than to realise impulse
buying as a trait of consumer buying behavior. Therefore, this set
about developed a idea that disregards the behavioral motivations
of impulse buying for a large kind of goods and, instead, focuses
on a little number of somewhat cheap products. However, this
kind of approach did not supply adequate interpretations as to
why so numerous buyers emerge to act on their buying impulse so
frequently. Therefore, investigators started to re -focus attention
on impulse buying demeanour and to enquire the behavioral
motivations of impulse buying (Cobb & Hoyer, 1986; Hausman,
2000; Piron, 1991; Rook, 1987; Rook & Gardner, 1993; Rook &
Fisher, 1995; Weun, Jones, & Betty, 1998).
The pervasiveness of impulse buying, even for somewhat costly
goods, led researchers to gaze at impulse buying as an inherent
one-by-one trait, other than a response to cheap merchandise
offerings (Cobb & Hoyer, 1986; Rook, 1987). Recently,
researchers emerge to acquiesce that impulse buying engages a
hedonic or affective component (Piron, 1991; Puri, 1996; Rook &
Fisher, 1995; Wennet al, 1998). Today‟s research advises that
impulse purchasing behavior is much more complex than
previously conceptualized; that this behavior stems from the
thirst to satisfy multiple lacks that lie beneath a lot breeds of
purchasing behavior (Hausman, 2000).
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2.3 Characteristics of impulse purchasing behavior
Rook (1987) diagnosed impulse purchasing behavior with
descriptors such as a spontaneous, intense, exciting, urge to
purchase with the buyer frequently forgetting the consequences.
While more recent science in this field discusses impulse
purchasing as a trait rather than as a classification of a buy
finding, scientists match that consumers vary in their impulse -
buying trend (Puri , 1996; Rook & Fisher, 1995). Without having
prior knowledge of a fresh commodity or intention to buy a sure
art icle, a consumer is stripped to stimuli, advising that a lack can
be pleased through the purchase. Youn and Faber (2000) diagnose
a figure of unlike breeds of internal says and
environmental/sensory stimuli that serve as cues for activating
impulse buying. Internal cues include respondents‟ positive and
negative mood states. Environmental/sensory cues include
atmospheric cues in retail sett ings, marketer -controlled cues, and
marketing stir stimuli (Youn & Faber, 2000).
Normative assessments for impulse purchasing behavior
Past science il lustrates that planned purchasing behavior results
in exact decisions, but impulsive behavior results in verdict
mistakes, (Halpern, 1989; Johnson-Laird, 1988) increasing
chances of negative effects (Cobb & Hoyer, 1986; Rook, 1987;
Weinberg & Gottwald, 1982). These negative assessments of
impulse purchasing behavior possibly stem from psychological
studies of impulsiveness that characterize impulsive behavior as a
clue of immaturity resulting in a shortage of behavioral
composure (Levy, 1976; Solnick et al., 1980) or as an irrational,
risky, and wasteful behavior (Ainslie, 1975; Levy,1976; Solnick
et al. , 1980).
However, several sciences on impulse purchasing behavior points
out those impulse buyers do not assess their impulsive purchases
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as mistaken and news even favorable evaluations of their
behaviors. Specifically, in Rook‟s and Fisher‟s (1995) research of
“Trait and normative aspects of impulsive purchasing behavior”,
a relatively small figure of respondents (only 20%) reported
mood evil approximate their impulse purchasing, but a large
number of respondents (41%) reported that they currently sensed
good approximate their impulse purchases. One explanation for
this phenomenon is that consumers purchase commodities for a
variety of non-economic purposes, such as fun, imagination, and
social or emotional pleasure.
Some consumers even perceive shopping as retail counseling, as a
way of fetching across the stresses of a laboring day or crudely a
fun day out (Hausman, 2000) advocating the hedon ic modification
for impulse buying.
2.4 Factors/Cues affecting impulse purchasing
Few recent studies analyzed the factors that affect impulse
buying. Researchers have advised that internal says and
environmental/external factors can serve as cues to ac tivate
consumers‟ impulse behavior to purchase. Research illustrates
that situational factors have practical and theoretical implication
in that a lot decisions are made at the point -of-purchase (Cobb &
Hoyer, 1986) as a reflection of “low involvement” dec ision-
making strategies (Hoyer, 1984). The science on situational
influence can be reported as viewing the relationship among
shopper characteristics and the qualities of retailing or point -of-
purchase situations. Shopper features might include involvement
(Smith & Carsky, 1996), opinion (Reid & Brown, 1996), and
ethnicity (Crispel, 1997), whereas the retail ing quali ties could
include outlet height (Owen, 1995), retail format (Fernie, 1996;
20
Fernie & Fernie, 1997), and store personality (Abrams, 1996;
Burns, 1992).
2.4.1 Internal factors
Affect or mood has been diagnosed as a variable that impacts
impulse purchasing (Gardner & Rook, 1988; Rook, 1987; Rook &
Gardner, 1993). Rook and Gardner (1993) found that 85% of their
survey respondents signaled a positive mood would be more
constructive to impulse purchasing than a negative mood.
Respondents stated that, in a positive mood, they had an
unconstrained mood, the thirst to reward themselves, and higher
energy levels. Weinberg and Gotwald (1982) found that impulse
buyers exhibited greater moods of joy, willingness, and fun
whereas Donovan and Rossiter (1982) found that enjoyment was
positively related with a likehood of overspending.
A number of studies in consumer behavior illustrate that impulse
purchasing satisfies hedonic needs (Piron, 1991; Rook, 1987;
Thompson, Locander, & Pollio, 1990). Individual consumers '
impulse purchasing behavior is correlated wit h their needs to
fulfill hedonic lacks, such as fun, novelty and astonishment
(Hirschman, 1980; Holbrook & Hirschman, 1982). In attachment,
emotional advocate lacks may also be pleased via the social
interaction underlying in the shopping experience. For i nstance,
science findings indicate that consumers news mood uplifted or
energized afterwards a shopping experience (Cobb & Hoyer,
1986; Rook, 1987) advocating the recent idea of impulse buying
behavior as a mannerism inspired via hedonic desire. The hedoni c
quality of shopping reflects potential entertainment and emotional
value of shopping (Babin, Darden, & Griffin, 1994). It has been
advised that shopping without particular intent, may be more
significant than acquisition of commodities and can supply a
21
highly pleasurable shopping experience (Maclinnis & Price, 1987;
Sherry, 1990). Since the target of the shopping experience is to
supply satisfaction of hedonic lacks, the commodities purchased
during these adventures emerge to be selected without prior
planning and pose an impulse buying event.
2.4.2 External factors
Specific cases and retail settings impact both in -store answers
and future store option decisions because of the altering and
adoptive nature of expectations, preferences, and behavior
(Hausman, 2000). For instance, the findings of Darden et al.‟s
(1983) research illustrated that consumer‟ faiths approximate the
physical beauty of a store had a higher correlation with a option
of a store than did product quality, general price horizontal, an d
selection. This advocates the concept that consumers‟ option of a
store is influenced via the store habitat , of which visual
marketing/merchandising dramas a crucial role.
This scene is uniform with Bowers‟ (1973) observation that
citizens approach, evade, and create cases in accordance with
their desires. Customers‟ evade or retire retail settings that are
stressful or obstructive (Anglin, Morgan, & Stoltman, 1999). The
expectation/experience of positive moods usually leads to
approach answers, while avo idance is related with
expectations/experience of negative results (Dovnovan &
Rissiter, 1982; Mehrabian & Russel, 1974; Saegert & Winkel,
1990; Troye, 1985).
Researchers have advised that various aspects of retailing
habitats can influence consumer behavi or. Kotler (1973-1974)
insists the important role of various retailing atmospherics. For
instance, music and color have been related to consumer behavior
(Bellizzi & Hite, 1992; Milliman, 1986; Yalch & Spangenberg,
22
1990) advising visual marketing/merchandising within the retail
settings may impact consumer behavior as well.
2.5 Explanation:
Visual marketing is the activity of promoting the sale of goods,
especially by their presentation in retail outlets . (New Oxford
Dictionary of English, Oxford University Press).
A way of presenting merchandise effectively to improve the
desirabili ty of a product and to influence a customer‟s buying
behavior.
This includes combining products, environments, and spaces into
a stimulating and engaging display to encourage the sale of a
product or service. It has become such an important element in
retail ing that a team effort involving the senior management,
architects, merchandising managers, buyers, the visual
marketing/merchandising director, designers, and staff is needed.
Visual marketing starts with the store building itself. The
management then decides on the store design to reflect the
products the store is going to sell and how to create a warm,
friendly, and approachable atmosphere for its potential
customers.
Many elements can be used by visual merchandisers in creating
displays, including color, lighting, space, product information,
sensory inputs such as smell, touch, and sound as well as
technologies such as digital displays and interactive installations.
Visual marketing is not a science; there are no absolute rules. It
is more like an art in the sense that there are implicit rules but
that these also exist to be broken for striking effects. The main
23
principle of visual marketing is that it is intended to increase
sales, which is not the case with a "real" art.
Visual marketing is one of the final stages in trying to set out a
store in a way that customers will find attractive and appealing
and it should follow and reflect the principles that underpin the
store‟s image. Visual marketing is the way one displays 'goods
for sale' in the most attractive manner with the end purpose of
making a sale. "If it does not sell , it is not visual marketing."
Especially in today‟s challenging economy, people may avoid
designers/ visual merchandisers because they fear unmanageable
costs. But in reality, visual merchandisers can help economies by
avoiding costly mistakes. With guidance of a professional, a
retailer can eliminate errors, saving time and money. It is
important to understand that the visual merchandiser is there, not
to impose ideas, but to help clients articulate their own personal
style.
Visual marketing is the art of implementing effective design ideas
to increase store traffic and sales volume.
VM is an art and science of displa ying merchandise to enable
maximum sale.
VM is a tool to achieve sales and targets, a tool to enhance
merchandise on the floor, and a mechanism to communicate to a
customer and influence his decision to buy. VM uses season
based displays to introduce new arrivals to customers, and thus
increase conversions through a planned and systematic approach
by displaying stocks available.
Recently visual marketing/merchandising has gained in
importance as a quick and cost effective way to revamp retail
stores.
24
“Visual marketing/Merchandising is to present all goods in a
stimulating and motivating way” (Visual Merchandising Guidelines for
COMPANYS, 2004)
2.6 The function of visual marketing
“In latest years, there has been a increasing acknowledgement that shop
interiors and exteriors can be conceived to conceive exact sentiments
in shoppers that can have an important cuing or strengthening result on
purchase” (Kotler, 1973 -1974:50).
According to Cristina Ravazzi (2000), the motives for intensifying on
visual marketing fundamentally draw from the consumer. His concerns
are:
· Extra service: today visual trading is glimpsed as a supplementary
service
· Finding more effortlessly what he is looking for in alignment to save
time
· Easier conclusion making
· Feeling more snug and less stressed
· Being in an intriguing store
· Having a good survey
But it is furthermore significant for the retailer, because:
Visual marketing/merchandising makes connection with the purchasers
better: makes the products communicate and makes them be glimpsed
more easily is a supplementary connection to the one between the sales
personnel and the purchasers which makes trading more professional
makes the issue of sales nicer and makes i t more precious and better
usable for the clients
25
· augments the functionality of the issue of sale
· rises financial productivity
Visual trading has become a natural constituent of every up to date
issue of sale and is distinguished by the direct communicate between
items and the clients; it helps clients to effortlessly set about items
without the assist of a sales person. (Ravazzi, 2000)
2.6.1 The three instants of Visual marketing
Ravazzi splits up visual marketing into three strategic and operative
moments.
In the next these instants will be clarifi ed founded on what Ravazzi
composed in her book.
A Classification and aggregation
B Rational association of the trading space
C Interesting and appealing public displaying of the products
The classification is a ground work to the realization of an effective
merchandise aggregation. An aggregation has to be adept to persuade a
total of acquisit ion needs, to recall other desires than the ones that
made the purchaser go in the shop and to offer helpful suggestions and
alternatives.
After aggregating the merchandise that make part of the assortment of
the store the second stage of visual marketing/merchandising begins,
the reasonable association of the selling space (B). The layout is
significant to make the issue of sale as a whole more readable and
simpler to use. The first step of this second instant mentions to the
26
distribution of the merchandise offer in the issue of sale. The layout is
recognized by distributing the distinct aggregations and by conceiving
an ordered sequence for the clients. For each part the exact gear is
selected to reveal the merchandise. The third instant of visual
merchandising anxieties the interesting and appealing exposure of the
goods (C). It comprises of the delineation of the criteria and methods
of the public displaying of the goods, of the allotment and distribution
of the exposure spaces to the distinct goods, of the delineation of the
exhibition modalities and of the association of effective promotional
exhibitions.
The brandish is an absolutely crucial component of d ata, connection
and animation for the issue of sale and i ts cl ients.
A: Classification and aggregation
By having significant aggregations of the suggested merchandise the up
to date issue of sale is adept to broadcast more effectively with its goal
clients. Doing so, the point of sale interprets better its correct persona
and the function it performances in the market.
To recognize suggestive aggregations, a comprehensive classification
of the offered merchandise has to be conveyed out on the cornerstone
of the exact obligations of the target clients. Criteria for aggregations
can be:
· Modality of use
· Modality of acquisition
By classifying the offer, a issue of sale works out its kind of
specialization and therefore its feature which allows the purch aser to
realize if this issue of sale is adept to persuade his obligations or not.
27
B: Rational association of the trading space
“Every shop has a personal layout that makes going round in it either
hard or
Easy”. (Kotler & Armstrong, 1996:401)
The second instant of visual marketing considers the reasonable
association of the trading space, the so called layout which concerns:
· The delineation of the circulation and the conceive of the passages
· The circulation of the merchandise aggregations in the trading space
and hence the delineation of their ordered sequence
There are some objectives of coordinating the trading space which are:
· Making the issue of sale effortlessly working for the clients
· Making work for the trading employees more comforta ble
· Making the merchandise communicative and readable
· Facilitating and stimulating the acquisit ion
· Gett ing effective use of the space and equipment
· Facilitating the commanding and reordering of the merchandise
· Improving the financial productivity
· Communicating and allowing the likeness of the shop
C: Efficient and appealing public displaying of the products
The third instant of visual merchandising is the methodical organizing
of the exposition space, the so called display.
The objectives of the brandish are:
· Keeping the goods at the client‟s and the sales personnel‟s disposal,
28
· giving the goods efficiently,
· announcing the purchasers about the goods that make part of the
offer,
· appealing concern of the purchasers in the goods and st imulating
curiosity,
· keeping time, in alignment to assist to the functionality, productivity,
and effectiveness of the issue of sale.
Good production of the goods desires to be adequately informative
about the single goods, about the amplitude of the assortment and
about the profoundness of the spectrum (palette).
An intriguing and appealing public displaying of the goods is a
significant component to differentiate the issue of sale. It is
furthermore an absolutely crucial component for the financial image
and desires to be logical with the target -image of the issue of sale,
with the different goods, the distinct aggregations, the gear etc. This
does not mean that all the parts require having the identical look, but
that there have to be widespread method and cri teria of revealing the
merchandise in alignment to have a homogeneous image.
Whereas the association of the trading space continues somewhat
steady, the exhibition of the goods often has to be readapted:
· To be modified to the variety of t he sell ing
· When new merchandise has to be inserted
· When goods are eliminated
· When the assignation of the spaces change
· When there is a cyclic changing
· When there is a altering in the trends
· When there are new strategic or tactical interventions .
29
Exposition criteria
Before selecting the exposit ion criteria of the goods, the usual
exposition modality of the goods has to be characterized, therefore how
the merchandise has to be physically put on the sales equipment.
Merchandise does not only have one single exposition modality, but it
can be brandished in dist inct modes, for example for example in
receptacles, on counters, on ledges, dangled up etc.
As a next step the public displaying criteria have to be fixed. It is
significant that its reasoning is homogeneous in alignment to sustain a
certain coherence of the total l ikeness of the shop.
Exhibition cri teria are:
· Seasonality
· Brand
· Style
· Etc
Those criteria are not mutually exclusive and can thus be combined.
Interesting and appealing brandish windows
According to Cristina Ravazzi, a up to date issue of sale needs to
broadcast with its purchasers, not only by promotion, advancement or
the sales staff but furthermore by the brandish windows. Display
windows assist many to the judgment t hat the clients make of a issue of
sale, therefore it performances an significant function in the creation
and confirmation of the likeness of a store.
Via the brandish windows the purchasers can recognize the method and
character of the point of sale and its credibility. Therefore the brandish
30
window cannot restrict i tself to simply reveal the goods, but desires to
make them “talk” by producing them emerge, consign concepts of how
to use them and illustrate their value and characteristics (Ravazzi,
2000).
The brandish window makes part of the entire visual merchandising
scheme and therefore its method and modality to broadcast, its
reasoning, its notes, its structural components and its public displaying
cri teria require to be coordinated with those of the visual
merchandising system.
As the likeness is the synthesis of everything that comprises the issue
of sale and that its purchasers anticipate from it, there has to be a
harmony between the external (expressed by the brandish windows) and
the interior likeness, which is also confirmed by Castaldo: the brandish
windows propel the business image: its décor has to be directed by the
standard of the coherence with the other devices of visual
merchandising (Castaldo, 2001:139).
2.7 Six basic components
A brandish window only has a sense and is effective if it is purposeful,
that entails it is able to recognize the objectives of the issue of sale
(for demonstration appeal the purchasers to enter the shop). According
to Castaldo, the brandish windows likely are the most important visual
connection equipment that a retailer has at his disposal to attract the
vigilance of the promise purchasers and to make the purchasers go in
the store (Castaldo, 2001). Therefore it can be said that it is significant
for a issue of sale that this equipment is utilized efficiently.
Based on Ravazzi, a brandish window desires the next constituents to
be efficient:
31
· Visibility (clear public displaying, no overload of products)
· Uniformity (aggregating goods that have the identical place travelled
to of use or are convergent)
· Simplicity
· Originality (intended as a component to appeal at tention)
· Cleanness
· Variety (intended as relentless altering of the exhibitions in the
display window) (Ravazzi, 2000)
Efficiency of the brandish window
The effectiveness of the brandish window is not only assessed in
consider of the value of its public displaying but furthermore in
relative to its capability to:
· Inform
· Propose solutions
· Remember and suggest needs
· Communicate ideas
· Signal novelties
· Stimulate needs
A couple of well selected, well positioned and well lit up goods are
adequate to get an effective connection (Ravazzi, 2001). And
furthermore Pisani cited in her course to have an effective brandish
window there is no require to reveal many of merchandise; it is not the
amount that enumerations but the value (Pisani, 2004).
32
2.8 ROLE OF VISUAL MERCHANDISING
Visual marketing/merchandising is an artistic method to ensure
that retailers merchandise moves off the shelves faster. It 's a tool
to appeal to the visual sensory elements of the customer. Visual
marketing/merchandising is an unknown skill which is fastly
becoming popular nowadays with the introduction of self service
in retail stores in recent years and th e number of changes taking
place in super market merchandising methods, there has been
increased emphasis on the kind of store layout, store building,
fixtures, and equipment, color displays, silent communication
tools, window display and finally opinion b uilding through in
store displays which has taken the art of retailing the higher
applications frames.
Customer expects to spend less time for shopping and prefers one
step multi brand retail formats and hence significance of visual
marketing/merchandising is on increase. As per the opinion of,
senior consultant of Ideas based on the third annual consumer
outlook study that the consumer is gett ing time saved and the
time spent on shopping (both grocery and non grocery) has come
down. Further the study reveals that are increase in the impulse
and unplanned purchases in the certain categories. Visual
merchandising helps in the increase of impulse buying.
The practice of a visual marketing/merchandising is negligible in
durables and home textiles and in the apparel and foot wear it is
60%. Many people experience in organized retailing are of the
opinion that innovative application for effective retail presents
and brand buildings are being used aggressively by companies in
retail merchandising.
Brands like Gul Ahmed spent 25% of their advertising spent on
point of sale merchandising. The brand managers feel that 80% of
33
the buyers are influenced by the 3 feet experience i.e, point of
sales material and visual marketing/merchandising are more
effective than outdoor displays and advertising.
Market analysis feel that most companies are unfortunately not
spending as much time and money as they should on POS (point
of sales) visual marketing/merchandising as a strategic tool for
brand building, indiscriminately "displaying everything rather
than displaying selectively and effectively to assist consumer in
taking decisions.
2.9 Visual marketing helps in:
a) Establishing a creative medium to present merchandise in 3 D
environment, with which a long lasting impact and recall value.
b) Combining the creative, technical, and operational aspects of a
product and the business.
c) Educating the customers about the product/services in effective
and creative or innovative manners.
d) Drawing the attention of the customer t o enable him to
purchase decisions in the short space of time and this augmenting
the selling process.
Visual marketing/merchandising, or visual performance, is the
mechanism to contact a store/company‟s fashion quality and
quality photograph to prospective customers. “The purpose of
visual marketing/merchandising is to teach the customer, to
sweeten the store/company‟s image, and to promote multiple sales
via illustrating clothes jointly with accessories”
(Frings, 1999, p. 347). Therefore, each s tore/company tries to
34
build and sweeten its image and idea through visual
presentations, which attract to shoppers and ultimately transform
them into customers via construction brand loyalty and promoting
customers‟ buying behaviors.
Visual marketing/merchandising is defined as “the performance
of a store/brand and its merchandise to the customer through the
teamwork of the store‟s advertising, display, special occasions,
fashion coordination, and merchandising departments in command
to sell the goods and services presented via the store/company”
(Mills, Paul, & Moorman, 1995, p. 2).
Visual marketing/merchandising ranges from window/exterior
exhibits to inside exhibits including form exhibits and floor/wall
merchandising as well as advertisement signage. It also broadly
includes advertising and brand/store logo (Mills et al , 1995). In
this research, however, only window exhibit and in -store exhibit
consist of form/mannequin exhibit, floor merchandising and
promotional signage were investigated.
2.10 Visual marketing in Relation to Impulse Buying
Behavior
In-store browsing may be a link between internal and external
factors, as an important element in the impulse purchasing
process as well as a link between consumers‟ impulse purchasing
behavior and retail sett ings encompassing surface and inside
display. “In-store browsing is the in -store inspection of a
retailer‟s product for recreational and informational functions
without an realtime intent to buy” (Bloch, Ridgway, & Sharrell,
1989, p.14). Jarboe and McDaniel (1987) found customers
whoever browsed in a store made more unplanned purchases than
non-browsers in a regional mall setting. As a customer browses
longer, she/he shall tend to encounter more stimuli, which would
35
tend to increase the likehood of experiencing impulse urges. This
advocates Stern‟s (1962) conceptualization of impulse purchasing
as a answer to the consumer‟s exposure to in -store stimuli.
Shoppers may currently exert a model of in -store planning to
finalize their intentions (Rook, 1987). The store stimuli serves as
a breed of knowledge assist for those whoever go to the store
without any predetermination of what they lack or purchase, and
once they obtain into the store, they are reminded or obtain an
notion of what they may lack afterwards gazing around the store.
In other words, consumer‟s impulse purchasing behavior is a
answer prepared by being confronted with stimuli that hassle a
thirst that ultimately inspire a consumer to produce an unplanned
buy verdict upon entering the store. The more the store stimuli,
such as visual marketing/merchandising, serves as a shopping
assist, the more possible the possibil ity of a thirst or lack
stemming and eventually composing an impulse buy (Han, 1987;
Han et al. , 1991).
The importance of window exhibit concerning consumers‟
purchasing behavior has received minimal attention in the
literature. However, since a consumer‟s option of a s tore is
affected via the physical beauty of a store (Darden at al., 1983),
and the first impressions of the store photograph is typically
composed at the façade horizontal, it can be suggested that
window exhibit may impact, at least to several grade, consumers‟
choice of a store as shortly as they do not set out with a
particular purpose of visiting a sure store and purchasing a sure
item. The original stair to fetching customers to buy is fetching
them in the door.
36
2.11Outline
Impulse purchasing has been defined as a spontaneous, real time
buy (Rook & Fisher, 1995) without pre-shopping intentions either
to purchase a particular commodity category or to fulfi ll a
particular purchasing project (Beatty & Ferrell , 1998). Impulse
purchases bill for substantial sales across a thick range of
commodity classes (Bellenger et al , 1978; Cobb & Hoyer, 1986;
Han et al, 1991; Kollat & Willet, 1967; Rook & Fisher, 1995;
Weinberg & Gottwald, 1982). Without having prior knowledge of
a fresh commodity or intention to purchase a sure article, a
consumer is stripped to stimuli, advising that a lack can be
satisfied through the purchase. The store stimuli serves as a breed
of knowledge assist for those whoever goes to the store without
any predetermination of what they lack or buy. The more the
store stimuli , such as visual marketing/merchandising, serves as a
shopping assist, the more likely the chance of a thirst or lack
stemming and eventually composing an impulse purchase (Han,
1987; Han et al. , 1991). Despite the importance of this
relationship, small literature was found regarding visual
marketing/merchandising and impulse purchas ing advising
timelessness of this science project.
37
CHAPTER 3
METHODS AND PROCEDURES
This Chapter outlines as well as describes the methodology
involved in this research. This includes the science hypotheses,
operational definitions of variables; instrument development, poll
recruitment and information collect method, information analysis
methods, and research limitations and assumptions.
3.1Research Hypotheses
Research on situational impacts can be reported via analyzing the
relationship among various shopper features and the qualities of
retail ing or point- of-purchase situations. Shopper features might
include involvement (Smith & Carsky, 1996), opinion (Reid &
Brown, 1996) and ethnicity (Crispel, 1997), while retailing
qualities could include store height (Owen, 1995), retail format
(Fernie, 1996; Fernie & Fernie, 1997) and store personality
(Abrams, 1996; Burns, 1992). In this study, customer impulse buy
trend serving as a shopper distinctive and visual
marketing/merchandising serving as an external cue are ambitious
to be variables.
Therefore, hypotheses were devised to analyze relationships
between customer trend to buy on impulse and four breeds of
visual marketing/merchandising: window exhibit , in -store
form/mannequin exhibit, floor merchandising and promotional
signage.
38
H1. Customers who pay for on impulse are affected by window
displays.
H2. Customers who pay for on impulse are affected by in-store
form/mannequin display.
H3. Customers who pay for on impulse are affected by floor
merchandising.
H4. Customers who pay for on impulse are affected by
promotional signage.
Hypothesis 1 was built to find out if there was a significant
relationship between customer impulse buying conduct and
window display.
Hypothesis 2 was created to find out if or not there was a
noteworthy relationship between customer impulse buying
conduct and in-store form/mannequin display.
Hypothesis 3 was created to find out if or not there was a
noteworthy relationship between customer impulse buying
conduct and floor merchandising.
Hypothesis 4 was created to find out if or not there was a
noteworthy bond between customer impulse buying conduct and
39
in-store promotional signage.
3.2 Conceptual Framework & Model
Impulse buying has been defined as a spontaneous, immediate
purchase (Rook & Fisher, 1995) without pre -shopping intentions
either to buy a specific product category or to fulfill a specific
buying task (Beatty & Ferrell, 1998). The impulse buying
behavior occurs after experiencing an urge to buy and tends to be
spontaneous without a lot of reflection (Beatty & Ferrell, 1998).
Since impulse buyers are not actively looking for a certain
product and don‟t have prior plans or intention to make a
purchase (Beatty & Ferrell, 1998; Weun, Jones, & Beatty, 1998),
internal states and environmental/external factors can serve as
cues to trigger their impulse behavior.
40
Model
Independent Variables Dependent Variable
Figure: 1 Source: Churchill & Peter (1998).
Churchill and Peter (1998) generated a model of the consumer
buying process
(Figure 2) including five steps: need recognition, information
search, al ternative evaluation, purchase decision, and post -
purchase evaluation. The buying process begins with a recognized
need. This need recognition may come from an internal feeling or
it may come from external stimuli generating motivation to
purchase. When consumers are motivated by identifying needs,
they start looking for information. Based on the information,
consumers evaluate ways to fulfill the need. After evaluating
Window display
Dummy display
Impulse
buying
Floor
merchandising
Promotional
Signage
41
options, consumers may make a purchase.
Figure 2: A model of consumer buying process
Source: Churchill & Peter (1998). P142
This consumer buying process is influenced by social, marketing,
and situational Factors (Churchill & Peter, 1998). Social
influences reflect geographic and sociologic factors. Those can be
culture, subculture, social class, and family that influence
person‟s behavior by providing direct and indirect messages and
feedback. Consumers are also influenced by their reference
groups, the groups that influence the consumers‟ thoughts,
feelings, and actions. Marketing influences on the consumer
buying process include the affect of the marketing mix, known as
product, price, placement, and promotion, which influen ce the
consumer buying process at various stages.
42
Consumers, in general , are influenced by characteristics of the
situation, circumstances surrounding their shopping trip. Major
situational influences include the physical surroundings, social
surroundings, time, task, monetary conditions, and momentary
moods (Belk, 1975; Park, Iyer, & Smith, 1989). The physical
surroundings that influence buying behavior are observable
features that include location of the store, merchandise display,
store interior/exter ior design, and noise level of the store. The
social surroundings of a situation are other people, their
characteristics and roles, and the way they interact . The moods
and condition as well as the t ime, task, and monetary condition of
a consumer at the t ime of purchase influence their buying
decision (Churchill and Peter, 1998). Although useful in
explaining planned purchase si tuations, Churchill‟s and Peter‟s
(1998) model does not lend itself to explaining the process of
impulse buying.
Stern (1962) classified buying behavior as planned or unplanned.
According to this classification, planned buying behavior
involves a time-consuming information search followed by
rational decision-making (Piron, 1991; Stern, 1962) similar to the
process described in Churchill‟s and Peter‟s (1998) model.
Unplanned buying refers to all purchases made without such
advanced planning including impulse buying, which is
distinguished by the relatively speedy decision -making
encouraged by stimuli. Impulse purchases are not the re sult of a
specific search to satisfy a particular requirement since the
satisfaction may come from the act of shopping itself. Purchases
are incidental to this speedy process although they may provide
some kind of enjoyment. In the respect of Stern‟s (1962 )
classification, therefore, several of Churchill‟s and Peter‟s (1998)
pre- purchase steps are entirely skipped in the impulse buying
process. Considering the nature of impulse buying, which occurs
43
in a short period of time without prior plans, Churchill‟ s and
Peter‟s (1998) model has been modified for the purpose of this
study to describe the impulse buying process by omitting several
steps, such as need recognition, information search, and
alternative evaluation, and reclassifyi ng influencing factors
(Figure 3).
Figure 3: A model of impulse buying process
Source: Adapted from Churchill & Peter (1998)
Unlike the planned buying process outl ined in Churchill‟s and
Peter‟s (1998) model (Figure 1), the impulse buying process
starts with product awareness. Impulse buyers Begin browsing
without having an intention to purchase a certain item or visit ing
a certain store. As consumers browse, they are exposed to the
stimuli , which triggers customers‟ urge to buy on impulse. When
impulse buyers feel the desire to buy, they make a purchase
44
decision without searching for information or evaluating
alternatives. At this stage of the impulse buying process,
consumers feel an irresist ible urge to buy regardless of their prior
intention. Then, consumers may experience positive or negative
consequences by the post -purchase evaluation after the purchase
on impulse. In fact some consumers have reported dissatisfaction
with a product, but maintain satisfaction that the purchase was
made (Maclinnis & Price, 1987; Sherry, 1990).
In this process, consumers are influenced by internal states and
external factors that trigger their impulse purchase behavior.
Since impulse buyers do not set out with a specific goal to buy a
certain product or visit a certain store, while browsing and being
exposed to the st imuli, impulse buyers feel the desire for the
products by being aware of the products, and this desire can be
created by internal statement/mood or/and external st imuli . The
awareness of the products, which can satisfy the desire, can be
achieved by attractive visual presentation of merchandise that
provides information regarding new products, fashion trends, or
coordination tips.
45
3.3 Operational Definitions of Variables
3.3.1 Dependent Variable
The dependent variable of this study was consumer‟s impulse
buying tendency.
Five queries evaluating customer impulse buying leaning to were
embraced in the survey (Table 1). These queries were developed
through sources to earl ier research on impulse buying (Beatty &
Ferrel, 1998; Han, 1987; Rook & Hoch, 1985; Weun et al, 1997;
Youn & Faber, 2000).
Responses were measured employing a five-point Likert scale,
which stretched from very strongly dis agree=1 to very strongly
agree=5.
46
Table 1: Empirical Support for the Questionnaire
Questionnaire Empirical Support(question
number)
Section 1: Impulse buying
1. “I go shopping to change my mood”.
2. “I feel a sense of excitement when I
make an impulse purchase”.
3. “After I make an impulse purchase I
feel regret”.
4. “I have difficulty controlling my urge
to buy when I see a good offer”.
5. “When I see a good deal, I tend to buy
more than that I intended to buy”.
Youn & Faber, 2000 (1 -
3) Han, 1987; Rook
& Hoch, 1985; Weun,
Jones, & Betty, 1997;
Youn & Faber, 2000 (4)
Beatty & Ferrel , 1998;
Youn, 2000 (5)
Section 2: Influence of window display
6. “I tend to enter a store when I am
attracted by an eye-catching window
display”.
7.” I feel compelled to enter the store
when I see an interesting window
display”.
8. “I tend to choose which store to shop in
depending on eye-catching window
displays”.
These i tems developed
by the researcher.
Section 3: Influence of in-store form
9. “I get an idea of what I want to buy
after looking through in-store
form/mannequin displays”.
10. “When I see clothing featuring a new
style or design on display, I tend to buy
it”.
Han, 1987 (9-10)
Rook & Fisher , 1995 (11)
47
11. “When I see clothing that I like on in-
store form/mannequin display, I tend to
buy it”.
12. “I tend to rely on store displays when
I make a decision to purchase clothing”.
Section 4: Influence of floor
merchandising
13. “When I see clothing that catches my
eye I tend to try it on without looking
through the whole section”.
14. “When I walk along the isle, I tend to
look through the clothing close to me”.
15. “I tend to try on clothing that catches
my eye when I pass by”.
Rook & Fisher, 1995 (13,
15)
Section 5: Influence of promotional
signage
16. “If I see an interesting promotional
offer (reduced price, sales promotion, and
etc.) on in-store signs, I tend to buy”.
17. “Sale/clearance signs entice me to
look through the clothing”.
18. “When I see a special promotion sign,
I go to look at that clothing”.
19. “I am more likely to make an
unintended purchase if the clothing has a
sale or clearance sign”.
Beatty & Ferrel , 1998;
Youn & Faber, 2000 (16)
Han, 1987; Rook &
Hoch, 1985;
Weun, Jones, & Betty,
1997; Youn
& Faber , 2000 (19)
48
3.3.2 Independent Variables
Independent variables of this study were four sorts of visual
merchandising:
Window show clearly,
In-store form/mannequin show clearly,
“Floor merchandising” and,
“Promotional signage”
It was hypothesized that these variables affect shoppers to pay
for on impulse. In other remarks, these four sorts of visual
marketing/merchandising will affect consumer‟s impulse buying
behavior. Each unconnected variable was comprised of a least
three questions created to evaluate each variable. Responses were
kept details employing five -point scale with option picks of very
strongly dis agree =1 to very strongly agree=5.
The first unconnected variable was the effect of window show
clearly on customer buying behavior. This variable was evaluated
employing three details created to determine if window show
clearly persuaded paying clients to move into a store. These three
questions were brought ahead by the exam iner explicitly for this
study (See Table 1, question numbers 6-8 ;). Responses were
evaluated employing a five -point Likert scale, which stretched
from very strongly dis agree =1 to very strongly agree=5.
Four queries evaluating effect of in -store form/mannequin show
clearly on customer buying conduct were embraced in the study
(See Table 1, question numbers 9-12;). Question number 9, 10,
and 11 were accommodated from previous studies (Han, 1987;
Rook & Fisher, 1995), and query number 12 was brought ahead
by the researcher. Responses were evaluated employing a five -
49
point Likert scale, which stretched from very strongly dis agree
=1 to very strongly agree=5.
Three queries were deduced to evaluate the effect of floor
merchandising on customer buying conduct (See Table 1, query
figures 13-15;
1). Question figures 13 and 15 were accommodated from a earlier
study (Rook & Fisher, 1995), and the examiner brought ahead the
query number 14 explicitly for this study.
Responses were evaluated employing a five -point Likert scale,
which stretched from very strongly dis agree =1 to very strongly
agree=5.
The last unconnected variable, the effect of promotional signage,
was measured employing four queries (S ee Table 1, query figures
16-19).
Question number 16 and 19 were accommodated from earlier
research (Beatty & Ferrel, 1998; Han, 1987; Rook & Hoch, 1985;
Weun, Jones, & Betty, 1997; Youn & Faber, 2000), and question
number 17 and 18 were brought ahead by the examiner for this
study. Responses were measured employing a five-point Likert
scale, which stretched from very strongly dis agree =1 to very
strongly agree=5.
50
3.4 Methodology
3.4.1 Sample
Young customer overspending has propagated as they have more
paying for power than before with quite not hard entry to loan
cards (Schor, 1998). In item, they have grown up with obligation
and use it without hesitating (Roberts & Jones, 2001). Therefore,
the consumer behavior of a valued subdivision of the youthful
older someone client gathering, young customer, is worth
researching. The test gathering for this examines study was
picked from students enrolled in the The University of Karachi
city. Because the bulk of learners in these universities are
women, the bulk of respondents were looked frontwards to be
female.
Previous examine encountered women to be the major purchasers
of pliable wares for instance apparel and dwelling textiles
(Williams & Davis, 1972). Therefore, this demographical
limitation is deliberated not to be an opposing factor for this
study.
3.4.2 Survey Development
The tool employed for this study was in study format (Appendix
1). Questions were taken on from earlier examine or were brought
ahead by the examiner with the aid of the researcher‟s thesis
committee. External elements appraised were configurations of
visual merchandising in all likelihood to be run into in more
retail ing contexts. The research, therefore, distilled on the
upshots of both in-store knowledge and window show clearly on
customers‟ impulse buying behavior.
The questionnaire contained of greatest segments evaluating
customers‟ impulse buying leaning to, effect of visual
51
marketing/merchandising and demographics. The first section of
the study evaluated customer impulse buying tendency. Sections
two through the segment five embraced queries evaluating four
unique visual marketing/merchandising practices that were looked
frontwards to effect customers‟ buying tendency. These were
window show clearly, in-store form/mannequin show clearly,
floor merchandising, and promotional signage. Finally, the last
segment contained of questions to ascertain the respondents‟
demographic profile, for instance age, gender, university name
and status.
A five-point Likert scale, reaching from very strongly dis agree
=1 to very strongly agree=5 was employed to measure each
variable (Appendix 1 segment 1-5). Participants were requested
to round object the number that best delineated their response.
Some demographic details were evaluated using open-ended reply
formats (Appendix 1). All commands and consent information
were embraced in the questionnaire. The study was issued on both
boundaries of one sheet and contained of five segments.
Youn and Faber (2000) acknowledged three criteria for unplanned
purchases: response to in-store stimuli, no beforehand
acknowledged obstacle and rapidity of pay for decision.
Therefore, queries in the first segment afraid customer impulse
buying tendency in regard to this criteria (Appendix 1 segment
1). Today more retailers are placing advanced value on window
show clearly to captivate passerby‟s alertness and ultimately to
alter shoppers into clients (Diamond & Diamond, 1996).
Therefore, the second segment embraced queries in view to
customer buying behavior affected by window show clearly to
observe if window show clearly effected respondents to move into
a certain warehouse or to make a pay for determination
(Appendix 1 segment 2).
52
Form/mannequin show clearly gives paying clients knowledge
about new products, new and prevailing movement, and
coordination tips (Appendix 1 segment 3). The third section
included queries in view to customer buying conduct affected by
in-store form/mannequin show clearly to find out if the
respondent was affected by in-store form/mannequin show clearly
when he/she made a pay for determination (Appendix 1 segment
3).
Many retailers make a floor merchandising plan -o-gram/zone-o-
gram and strategically position distilled merchandise close to the
isle in order that it can snatch the customer s‟ attention when they
go beyond by. Therefore, the fourth segment embraced queries
concerning customer buying conduct effected by floor
merchandising (i .e. , merchandise itself securing on the
hangers/racks or collapsed on tables) to find out if the respon dent
was influenced by floor merchandising when he/she made a pay
for determination (Appendix 1, section 4). The fifth segment
embraced queries in view to customers‟ buying behavior effected
by promotional signage (i.e. , clearance, lessened charge, semi -
annual sale, break from work sales.) to find out if the respondent
was effected by any kind of signals in store when he/she made a
pay for determination (Appendix 1, segment 5).
The terminal segment embraced demographic queries connected
to age, gender, income, to observe the respondents‟ demographic
profile (Appendix 1,). Because of the natural world of impulse
buying, a strong relationship between emotional/affective
answers and conduct was looked frontwards to in spite of the
probable item that it might have been more in all likelihood
affected by external factors. Thus, respondents were requested to
foundation their replies on their fresh impulse purchase
experiences.
53
3.5 Survey Data Collection
The study questionnaire (Appendix 1) were created as showed by
the guidelines of the Marketing Subjects at The Indus insti tute
University of karachi.
Prior to the giving out , the questionnaire was checked by a
Thesis supervisor to assure the clarity of the questions.
In augmentation to that, a statistician was considered for the
suitability of questions.
Data were accumulated from a convenience learner sample.
Because the study was conducted at the University, participants
were looked frontwards to be older people, mature 18 or over.
One100 self-report study questionnaires were disseminated to the
learners taking large-scale quintessence kinds in Family and
business management at IIHE, The University of Karachi, and
MAJU over a two-week interval of time in leap 2010.
Participants were requested to full the questionnaire in class and
revisit it as before long as they finished. In augmentation to the
approval message, participants were bestowed an oral
presentation about the study, main purpose, and privileges by the
researcher. The examiner was also geared up to reply any queries
from participants as long as the interaction. The survey
completion time was about fifteen minutes. A total 97 of the 100
survey questionnaires administered were complete for a 96% of
use reply rate. There was no enticement proposed for
participation in this study.
54
3.6 Data Analysis Methods
Prior to study dissemination, a statistician was considered to
assure the questions would be applicable and in addition to learn
the most appropriate statistical manner to use for this research.
Statist ical Packages for Social Sciences‟ (SPSS) programs is
employed for the data analysis. The arrange for assessment is as
follows. First, descriptive statistics and frequency desks will be
engendered by SPSS for a written knowledge submission
misconduct review and demographic analysis. Then, major
element examination with the Pearson relationship investigates
will be carried out to observe the relationships between
customer impulse buying leaning to and each of four sorts of
visual marketing/merchandising practices. Finally, regression
examination will be carried out for hypotheses investigating to
find out the bond between young customer impulse buying
leaning to (dependent variable) and the four sorts of visual
marketing/merchandising (independent variables). Table 2
presentations the hypotheses and study placement along with the
arranged examination for each hypothesis.
55
Table 2: Research hypotheses, related questions, hypothesis
statistical tests.
Hypothesis
Survey
Location
Planned statistical test
Preliminary
Test
Hyp. Test
H1. “Customers
who purchase on
impulse are
influenced by
window displays”
Section 1:
Questions 1-5
Section 2:
Questions 6-8
Descriptive test
Pearson
correlation
Regression
analysis
H2. “Customers
who purchase on
impulse are
influenced by in-
store display” .
Section 1:
Questions 1-5
Section 3:
Questions 9-12
Descriptive test
Pearson
correlation
Regression
analysis
H3. “Customers
who
purchase on
impulse are
Influenced by
floor
merchandising” .
Section 1:
Questions
1-5
Section 4:
Questions
13-15
Descriptive
test
Pearson
correlation
Regression
analysis
H4.
“Customers
who
purchase on
impulse are
Influenced
by
promotional
signage” .
Section 1:
Questions
1-5
Section 5:
Questions
16-19
Descriptive
test
Pearson
correlation
Regression
analysis
56
3.7 Outline
This chapter provided description of the research hypotheses, operational
definit ions of variables, instrument development, sample recruitment and
data collection procedure, data analysis methods, and study l imitations
and assumptions. Hypotheses in this s tudy were developed to investigate
relationship between customer tendency to purchase on impulse and four
types of visual marketing /merchandising: window display, in -store
form/mannequin display, f loor merchandising and promotional s ignage.
The survey questions were adopted from previous research or were
created by the researcher and distributed to convenient student sample
with 96% usable response rate. Statist ical Packages for Social
Sciences‟ (SPSS) software will be used for analysi s.
57
CHAPTER 4
4.1 ANAYSIS AND DISCUSSION OF FINDINGS
This chapter provides a comprehensive description of the data analysis
and discussion of study findings as a resul t of different stat ist ical tests. Data
were composed via self -administered survey in university IIHE, KU & MAJU,
and entered into an Excel file. The information file was import from Excel
to the Statistical Packages for Social Sciences‟ (SPSS) software for
investigation. Statist ical methods used for the data analysis in this study
were descriptive statistics and frequency tests, Pearson correlation tests,
and regression analyses. The significance level chosen for this study was
.01 & 0.05.
4.2 Descriptive Findings
First, a descriptive statist ic analysis was conducted to examine whether or
not there was an error in the data entry. In addition, frequency tables were
generated to describe the sample in terms of respondents‟ impulse buying
tendency and the influence of four types of visual
marketing/merchandising on their buying behaviors. The frequency tables
included mean, valid percent, and as well as standard deviation for each
data set .
4.3 Descriptive Statistics for variables
Since responses were measured using a five -point Likert -type scale, which
ranged from v.strongly dis agree=1 to v.strongly agree=5, a respondent
scoring above three (3) on this scale in section 1 through 5 could be
considered to support the variables impulse buying tendency, influence of
window display on customer impulse buying behavior, influence of in -
store form/mannequin display on customers.
58
4.4 RESULT DISCUSSION
Table 3: Descriptive Statistic
N Mean Std. Deviation
Impulse Buying 100 4.3880 .37854
Window Display 100 4.3400 .46173
Dummy Display 100 4.3219 .42421
Floor Merchandising 100 4.2956 .49570
Promotional signs 100 4.1375 .36476
Valid N (list wise) 100
According to respondent‟s opinions the rating on dependent variable
impulse buying was highest with a mean of (4.38 ). The rating of window
display was second highest with a mean of (4.34), the rating of dummy
display about impulse buying was third highest with a mean of (4. 321),
the rating of floor merchandising in impulse buying was fourth highest
with a mean of (4.29), and the rating of promotional signage in impulse
buying was lowest with a mean of (4.13).
59
The standard deviation of respondents‟ opinions on “ promotional signage
about impulse buying” was the least (0.36), as compared to the other
dimensions. This indicates that there is highest Participation in impulse
buying dimension. The standard deviation of respondents‟ opinion on
floor merchanding about impulse buying was the highest (0.49), as
compared to other dimensions. This indicates that there is a low
involvement of floor merchandising in impulse buying.
60
Table 4: Correlation with Impulse Buying
Correlations
IB WD DD FM PS
IB Pearson Correlation 1 .555** .385
** .227
* -.084
Sig. (2-tailed) .000 .000 .023 .405
N 100 100 100 100 100
WD Pearson Correlation .555** 1 .420
** .246
* .112
Sig. (2-tailed) .000 .000 .014 .265
N 100 100 100 100 100
DD Pearson Correlation .385** .420
** 1 .490
** .116
Sig. (2-tailed) .000 .000 .000 .250
N 100 100 100 100 100
FM Pearson Correlation .227* .246
* .490
** 1 .327
**
Sig. (2-tailed) .023 .014 .000 .001
N 100 100 100 100 100
PS Pearson Correlation -.084 .112 .116 .327** 1
Sig. (2-tailed) .405 .265 .250 .001
N 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
The data was analyzed through SPSS (statistical package for social
sciences) software by using correlation and regression. The correlation
test indicates that the correlation between the variables. The correlation
values show that there is a positive correlati on of impulse buying with
window display, dummy display, and floor merchandising and there is no
correlation between promotional signage of visual marketing with the
dependent variable customer impulse buying.
61
The dependent variable “ impulse buying” has the strongest correlation
with window display about (0.55**), with dummy display (0.385**), with
floor merchandising (0.227*) and there is no correlation of promotional
signage (-.084) with the dependent variable impulse buying.
Table 5: Regression Analysis
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 WDa . Enter
a. All requested variables entered.
b. Dependent Variable: IB
Model Summary (window display)
Model R
R
Square
Adjusted R
Square
Std. Error of the
Estimate
1 .555a .308 .301 .31642
a. Predictors: (Constant), Window Display
The R value show Coefficient of Correlation is the numerical measure of
strength of the linear relationship between two variables. The R value
(.555) is show that there is positive correlation between the window
display and Dependent Variable Impulse Buying.
The R Square show Coefficient of Determination defines the square of
Coefficient of Correlation. The R Square values (.308) mean 30% reliable
to be used for estimation of population.
62
The Std. Error is important because they reflect how much sampling
Fluctuation a statist ic will show. The Std. Error value show that 31%
Fluctuation of Sampling Mean.
The R change shown that differences between R -value & Adjusted R
square.
The F change show the combination of all variable, overall significances
of the Model its mean one variable intercept on other variable and
Observation of Independent Variable met its mean Autocorrelation is
Present the F change value the independent variable met the Dependent
variable.
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 4.374 1 4.374 43.684 .000a
Residual 9.812 98 .100
Total 14.186 99
a. Predictors: (Constant), Window Display
b. Dependent Variable: Impulse Buying
The Sum of Square shows the total variabili ty around the mean, the Sum
of Square Residual mean the Sum of Squared Errors in Prediction and
Sum of Square Regression mean the improvement in Prediction by using
the predicted value of (Y) Dependent Variable over just using the mean of
(X) Independent Variable.
The degree of freedom means number of sample minus one.
The F Test value (43.684) shows the combination of all variable, overall
significances of the Model its mean one independent variable window
63
display on Dependent variable impulse buying and Observation of
Independent Variable met.
The Std. Error is important because they reflect how much sampling
fluctuation a statistic will show. The St.d Error of a stat istic depends on
the sample size in the general the larger sample of the St.d Error. St.d
Error of Constant ( .301) value shows the 30% of fluctuation of sampling
mean and the St.d Error of Independent Variable (2.31) value shows the
2% of fluctuation of sampling mean.
Standardized Coefficients are the coefficient that you would obtain if the
Predictors and the outcomes variable were standardized prior the analysis
and the Comparing the size of the coefficient across variable. The t value
of Independent Variable window display (7.693). According to the rules
if t value is greater that 2 (t>2.5) than null hypothesis will be rejected and
alternate hypothesis will be accepted.
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.312 .301 7.693 .000
WD .455 .069 .555 6.609 .000
a. Dependent Variable: Impulse Buying
64
Table: 6 Variables Entered/Removedb
Mo
del
Variables
Entered
Variables
Removed Method
1 DDa . Enter
a. All requested variables entered.
b. Dependent Variable: Impulse Buying
Model Summary(Dummy Display)
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .385a .148 .139 .35116
a. Predictors: (Constant), Dummy Display
The R value show Coefficient of Correlation is the numerical measure of
strength of the linear relationship between two variables. The R value
(.385) is show that there is positive correlation between the dummy
display and Dependent Variable impulse buying.
The R Square show Coefficient of Determination defines the square of
Coefficient of Correlation. The R Square values (.148) mean 14% reliable
to be used for estimation of population.
The Std. Error is important because they reflect how much sampling
Fluctuation a statist ic will show. The Std. Error value show that 35 %
Fluctuation of Sampling Mean.
The R change shown that differences between R -value & Adjusted R
square.
65
The F change show the combination of all variable, overall significances
of the Model its mean one variable intercept on other variable and
Observation of Independent Variable met its mean Autocorrelation is
Present the F change value (17 ) the independent variable met the
Dependent variable.
ANOVAb
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 2.101 1 2.101 17.035 .000a
Residual 12.085 98 .123
Total 14.186 99
a. Predictors: (Constant), Dummy Display
b. Dependent Variable: Impulse Buying
The Sum of Square shows the total variabili ty around the mean, the Sum
of Square Residual mean the Sum of Squared Errors in Prediction and
Sum of Square Regression mean the improvement in Prediction by using
the predicted value of (Y) Dependent Variable over just using the mean of
(X) Independent Variable.
The degree of freedom means number of sample minus one.
The F Test value (17.035) shows the combination of all variable, overall
significances of the Model its mean one independent variable dummy
display and Dependent variable impulse buying and Observation of
Independent Variable met.
66
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.804 .361 7.761 .000
DD .343 .083 .385 4.127 .000
a. Dependent Variable: Impulse Buying
The Std. Error is important because they reflect how much sampling fluctuation
a statist ic will show. The St.d Error of a statist ic depends on the sample size in
the general the larger sample of the St.d Error. St .d Error of Constant ( .36)
value shows the 36% of fluctuation of sampl ing mean and the St.d Error of
Independent Variable ( .083) value shows the 8% of fluctuation of sampling
mean.
Standardized Coefficients are the coefficient that you would obtain if the
Predictors and the outcomes variable were standardized prior the a nalysis
and the Comparing the size of the coefficient across variable. The t
value of Independent variable dummy display is (7.76). According to the
rules if t value is greater that 2 (t>2.5) than null hypothesis will be
rejected and alternate hypothesi s will be accepted.
67
Model Summary(floor Merchandising)
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .227a .052 .042 .37051
a. Predictors: (Constant), FM
The R value show Coefficient of Correlation is the numerical measure of
strength of the linear relationship between two variables. The R value
(.227) is show that there is positive correlation between the floor
merchandising and Dependent Variable impulse buying.
The R Square show Coefficient of Determination defines the square of
Coefficient of Correlation. The R Square values (. 042) mean 4% reliable
to be used for estimation of population.
The Std. Error is important because they reflect how much sampling
Fluctuation a statist ic will show. The Std. Error value show that 37%
Fluctuation of Sampling Mean.
The R change shown that differences between R-value & Adjusted R
square.
Table 7. Variables Entered/Removedb
Model Variables Entered Variables Removed Method
1 FMa . Enter
a. All requested variables entered.
b. Dependent Variable: IB
68
The F change show the combination of all variable, overall significances
of the Model its mean one variable intercept on other variable and
Observation of Independent Variable met its mean Autocorrelation is
Present the F change value (5.33) the independent variable met the
Dependent variable.
ANOVAb
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression .733 1 .733 5.336 .023a
Residual 13.453 98 .137
Total 14.186 99
a. Predictors: (Constant), FM
b. Dependent Variable: IB
The Sum of Square shows the total variabili ty around the mean, the Sum
of Square Residual mean the Sum of Squared Errors in Prediction and
Sum of Square Regression mean the improvement in Prediction by using
the predicted value of (Y) Dependent Variable over just using the mean of
(X) Independent Variable.
The degree of freedom means number of sample minus one.
The F Test value (5.336) shows the combination of all variable, overall
significances of the Model its mean one independent variable floor
merchandising on Dependent variable impulse buying and Observation of
Independent Variable met.
Coefficientsa
69
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 1 (Constant) 3.543 .325 10.907 .000
FM .174 .075 .227 2.310 .023
a. Dependent Variable: Impulse Buying
The Std. Error is important because they reflect how much sampling
fluctuation a statistic will show. The St.d Error of a stat istic depends on
the sample size in the general the larger sample of the St.d Error. St.d
Error of Constant (.325) value shows the 32% of fluctuation of sampling
mean and the St.d Error of Independent Variable (.0 75) value shows the
7% of fluctuation of sampling mean.
Standardized Coefficients are the coefficient that you would obtain if the
Predictors and the outcomes variable were standardized prior the analysis
and the Comparing the size of the coefficient across variable. The t value
of Independent Variable floor merchandising (10.907). According to the
rules if t value is greater that 2 (t>2.5) than null hypothesis will be
rejected and alternate hypothesis will be accepted.
Table 8 Variables Entered/Removedb
Model Variables Entered Variables Removed Method
70
1 PSa . Enter
a. All requested variables entered.
b. Dependent Variable: IB
Model Summary(promotional signage’s)
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .084a .007 -.003 .37911
a. Predictors: (Constant), PS
The R value show Coefficient of Correlation is the numerical measure of
strength of the linear relationship between two variables. The R value
(.084) is show that there is positive correlation between the promotional
signage about and Dependent Variable impulse buying.
The R Square show Coefficient of Determination defines the square of
Coefficient of Correlation. The R Square values (.007) mean 0.7 % reliable
to be used for estimation of population.
The Std. Error is important because they reflect how much sampling
Fluctuation a statist ic will show. The Std. Error value show that 38 %
Fluctuation of Sampling Mean.
The R change shown that differences between R -value & Adjusted R
square.
71
The F change show the combination of all variable, overall significances
of the Model its mean one variable intercept on other variable and
Observation of Independent Variable met its mean Autocorrelation is
Present the F change value (0.699) the independent variable met the
Dependent variable
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression .100 1 .100 .699 .405a
Residual 14.085 98 .144
Total 14.186 99
a. Predictors: (Constant), PS
b. Dependent Variable: IB
The Sum of Square shows the total variabili ty around the mean, the Sum
of Square Residual mean the Sum of Squared Errors in Prediction and
Sum of Square Regression mean the improvement in Prediction by using
the predicted value of (Y) Dependent Variable over just using the mean of
(X) Independent Variable.
The degree of freedom means number of sample minus one.
The F Test value (0.699) shows the combination of all variable, overall
not significances of the Model its mean one independent variable
promotional signage on Dependent variable impulse buying and
Observation of Independent Vari able not met.
Coefficientsa
72
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 1 (Constant) 4.675 .465 10.053 .000
PS -.087 .104 -.084 -.836 .405
a. Dependent Variable: IB
The Std. Error is important because they reflect how much sampling
fluctuation a statistic will show. The St.d Error of a stat istic depends on
the sample size in the general the larger sample of the St.d Error. St.d
Error of Constant (.465) value shows the 4% of fluctuation of sampl ing
mean and the St.d Error of Independent Variable (.104 ) value shows the
1% of fluctuation of sampling mean.
Standardized Coefficients are the coefficient that you would obtain if the
Predictors and the outcomes variable were standardized prior the a nalysis
and the Comparing the size of the coefficient across variable. The t
value of Independent Variable promotional signage is (0.836). According
to the rules if t value is greater that 2 (t>2.5) than null hypothesis will be
accepted and alternate hypothesis will be rejected.
4.5 Outline
73
Statist ical methods used for the data analysis in this study were
descriptive statistics, Pearson correlation test , and regression analysis.
The results of the Pearson correlation test showed significant
relationships between customer impulse buying behaviors with three
independent variable (i.e., window display, in -store form/mannequin
display, floor merchandising,) at an alpha level of at least 0.01 & 0.05.
Hypothesis test by regression analysis resulted in significant directional
relationships between customer impulse buying behavior and two
independent variables: dummy display and window display. Floor
merchandising & promotional signs appeared not to be significant factors
that influence customer impulse buying behavior .
CHAPTER 5
74
CONCLUSIONS AND RECOMMENDATIONS
This section presents conceptual and consideration of study outcome
along with implications for industry. In supplement, recommendations for
future study and limitations of the study will be discussed.
5.1 Conclusions
Impulse buying is a rapid and direct buy with no pre -shopping intentions
either to purchase the exact goods or to fulfill an exact buying task (Rook,
1987). Researchers have tried to work out if consumers‟ who often enlist
in impulse buying demeanour have some widespread character traits. This
study further investigated some external components that leverage
impulse buying behavior. In try to examine this connection, this study
mainly endeavored to interpret the connection between customer impulse
buying demeanour and diverse kinds of visual marketing. An important
finding of this study was that visual marketing practices certainly
influence customer impulse buying behavior. The outcomes verified that
there were significant connections between customer impulse buying
demeanour and in-store form/mannequin brandish and no connection with
promotional signage. Even though the window brandish and floor
merchandising did not emerge to considerably lead to customer impulse
buying demeanour, the outcomes still proposed that these variables and
consumers‟ impulse buying demeanou r are considerably correlated. It can
be acquiesced that all three kinds of visual marketing (i.e., window
brandish, in-store form/mannequin brandish, and floor merchandising,)
are considerably interrelated and that relationship develops the leverages
on consumers‟ impulse buying behavior.
An important assistance of the present study is its clarification of the
relationship between impulse buying and visual marketing, which has
75
been neglected in academic study (Buttle, 1988). Despite the utilization of
visual marketing to improve desirability of goods and to boost consumers‟
buying demeanor, a dearth of study lives that investigates its leverage on
buyer buying behavior.
The result of the present study verifies that there is a key connection
between customer impulse buying behaviors and two kinds of visual
marketing practices: in-store form/mannequin brandish and window
display. When buyers are revealed to these visual stimuli , they more
probable make buy conclusions on impulse. This proposes that these
visual marketing practices, assisting as stimuli that provoke a yearn that
ultimately motivates a buyer to make an unplanned buy conclusion upon
entering the shop, considerably leverage consumers‟ impulse buying
behaviors.
In-store browsing seems to be positively influenced by consumers‟
impulse buying tendency, and in turn, has a positive influence on
consumers‟ affirmative sentiments and impulse buying urges (Beatty &
Ferrell, 1998). Despite the significance of this connection, visual
marketing, which was applicable of browsing, has obtained negligible
vigilance from researchers. This st udy displayed utility of visual
marketing in understanding impulse buying.
5.2 Implications
76
Impulse buying happens when a buyer knowledge a rapid, often powerful
and continual supporter to purchase certain thing directly, and the impulse
to purchase is hedonically complex (Rook, 1987). Babin et al (1994)
farther claimed the hedonic worth of shopping suggesting that it reflects
shopping‟s promise enjoyment and emotional worth. It has been proposed
that browsing, or buying without exact intent, may be more important than
the genuine acquisit ion of goods and can supply a pleasurable shopping
experience (Maclnnis & Price, 1987; Sherry, 1990). Therefore, in
supplement to exposing consumers to stimuli, for example retail
backgrounds, browsing tend to make affirmative feelings for numerous
shoppers. These affirmative sentiments, made by browsing, play a
function as positive affects to boost consumers‟ impulse buying behavior.
Retail setting, for example visual marketing, thus, can leverage
consumers‟ impu lse buying by providing information or recalling desires
as well as making affirmative feelings. At the phases of the impulse
buying method, retailers can try to provoke consumers‟ yearn for the
products, and the perception of th e goods, which can persuade the yearn;
can be achieved by browsing and being revealed to the stimuli , for
example visual marketing.
The way in which merchandise will finally be brandished and encouraged
at the store grade is a significant concern in the strategic
marketing/merchandising plan. The outcome of this study supplied data in
relative to the leverage of visual marketing on consumers‟ impulse buying
behavior. The outcome signified importance of visual marketing leverages
on impulse buying behavior. Since in -store form/mannequin brandish and
promotional signage considerably force customer impulse buying
demeanour, retailers should relentlessly strengthen usage of in -store
form/mannequin exhibitions and purposes of indicat ions to conceive
favorable shopping environments to leverage consumers‟ both in -store
77
answers and future shop choice decisions. Although window brandish and
floor merchandising did not emerge to significantly leverage customer
impulse buying demeanour, important correlation found between customer
impulse buying demeanour and both window brandish and floor
merchandising. Since a preceding study verified that personal
attractiveness of a store had a higher association with a alternative of a
shop than did merchandise value, general price grade, and assortment
(Darden et al ., 1983), retailers should put more efforts creating attractive
and eye-catching window brandish supplying data considering new
products, latest tendency tendencies, or coordination tips. Eve n though
floor merchandising did not appear to considerably leverage impulse
buying conclusion, study discovered that perceptions of kind are an
significant determinant of mind -set and shop alternative (Arnold, Oum, &
Tigert , 1983). Therefore, creative mer chandise production and kind of
assortment can still leverage customers‟ approval and insights about the
shop choice. The findings of this study supplied adequate clues that
retailers can utilize visual marketing to boost desirabil ity of goods and to
assist clients being aware of the goods as well as to conceive favorable
attitudes. This study furthermore supplied insights to retailers about kinds
of visual marketing that can leverage consumers‟ impulse buying
behaviors.
Jarboe and McDaniel (1987, p. 47 ) propose that not only are browsers
important to the study of impulse purchasers, they “are furthermore
probable to be productive word-of-mouth advertisers, look influencers,
and tendency setters, particularly for communally evident products.” Even
though the impulse buying method is speedy and finished without former
information search and alternate evaluation, clients see high worth and
approval when the advantages, the approval from acquisition of the
genuine merchandise or fulfillments of the desire from the interior states,
78
considerably outweigh the contradictory outcome (Hoch & Bradlow,
1999). The affirmative impulse buying knowledge assist to setting up
store loyalty and customers‟ seen worth and approval leverage future
buying decisions. Effective visual marketing/merchandising practices can
leverage consumers‟ positive impulse buy experiences.
5.3 Recommendations for Future Research
Because impulse buying demeanour was powerfully associated to
emotional/affective reactions and demeanour regardless of the likely
detail that it might have been more likely influenced by external
components, the kind of influence/response was rather tough to determine
by the review questionnaires. If buyers were aware of their answers to
various positions, the leverage of distinct factors/events could have been
directly examined. Therefore, blend of quantitative and quali tative study
procedures (e.g., observational or untested study methods) is suggested
for future research.
In extra, since impulse buying is occurrence in an up to date humanity,
expended research with diverse demographical and geographical
assemblies as well as leverages of visual marketing in diverse non-store
formats are recommended.
5.4 Outline
79
This study mainly clarified the connection between customers‟ impulse
buying demeanour and diverse kinds of visual marketing. The outcome of
the present study verifies that there is a key connection between customer
impulse buying behaviors and two kind of visual marketing practices: in-
store form/mannequin display and window display. This proposes that
these visual marketing practices, serving as stimuli that provoke a yearn
that finally motivates a buyer to make an unplanned buy conclusion upon
going into the shop, considerably leverage consumers.
Urge buying behavior. The outcome of this study verified adequate clues
that retailers can uti lize visual marketing to boost desirabili ty of goods
and to help customers being aware of the goods as well as to consider
favorable attitudes .
80
REFERENCES
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(April), 73-80.
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Web Sites:
The Top Twelve Visual marketing/merchandising Ideas
http:/ /www.TheRetailersAdvantage.com
http:/ /www.citesales.com/3729 -visual -merchandising.html
http:/ /ezinearticles.com/?Visual -Merchandising&id=502768
http:/ /www.experiencefestival .com/wp/article/visual -merchandising
http:/ /www.eonline.com/
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http:/ /www.fcs.uga.edu/ss/docs/kim_jiyeon_200308_msf
http:/ /www.jstor.org/s table/25048931
http:/ /www.ibimapublishing.com/journals/CIBIMA/volume5/v5n10f
http:/ /www.oppapers.com/essays/Visual -Merchendising/366247
http:/ /www.winentrance.com/visualme.htm
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APPENDIX 1: SAMPLE QUESTIONNAIRE
Age: Gender: F/or own Income
level:
Section1: Impulse buying
1. “I go shopping to change my mood”.
V .Strongly disagree v. strongly agree
1 2 3 4 5
2. “I feel excitement when I make an impulse purchase”.
1 2 3 4 5
3. “After I make an impulse purchase I feel unhappy”.
1 2 3 4 5
4. “I have difficulty controlling myself to buy when I see a good offer”.
1 2 3 4 5
5. “When I see a good deal, I tend to buy more than that I planned to buy”.
1 2 3 4 5
Section2: Influence of window display
6. “I likely to enter a store when I am attracted by an eye- catching window display”.
v. Strongly disagree v. strongly agree
1 2 3 4 5
7. “I feel forced to enter the store when I see an interesting window display”.
1 2 3 4 5
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8. “I tend to choose which store to shop in depending on eye-catching window displays”.
1 2 3 4 5
Section3: Influence of in-store form/dummy display
9. “I get an idea of what I want to buy after looking through in-store form/dummy
displays”.
v. Strongly disagree v. strongly agree
1 2 3 4 5
10. “When I see clothing of a new style or design on display, I tend to buy it”.
1 2 3 4 5
11. “When I see clothing that I like on in-store form/dummy display, I tend to buy it”.
1 2 3 4 5
12. “I tend to rely on store displays when I make a decision to purchase clothing”.
1 2 3 4 5
Section4: Influence of floor merchandising
13. “When I see clothing that catches my eye I tend to try it on without looking through
the whole section”.
v. Strongly disagree v. strongly agree
1 2 3 4 5
14. “When I walk, I tend to look through the clothing close to me”.
1 2 3 4 5
15. “I tend to try on clothing that catches my eye when I pass by”.
1 2 3 4 5
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Section5: Influence of promotional signage
16. “If I see an interesting promotional offer (reduced price, sales promotion, and etc.)
on in-store signs, I tend to buy”.
v. Strongly disagree v. strongly agree
1 2 3 4 5
17. “Sale signs attract me to look through the clothing”.
1 2 3 4 5
18. “When I see a special promotion sign, I go to look at that clothing”.
1 2 3 4 5
19. “I am more likely to make an unplanned purchase if the clothing has a sale”.
1 2 3 4 5
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G L O S S A R Y
Acquiesced To consent or comply passively or without protest
Aesthetics (also spelled esthetics or esthetics) is a branch of
philosophy dealing with the nature of beauty, art, and taste, and with
the creation and appreciation of beauty.
Aggregation a group or mass of distinct or varied things, persons,
etc.: an aggregation of complainants
Anxiously full of mental distress or uneasiness because of fear of
danger or misfortune; greatly worried; solicitous
Anxieties Anxiety is a psychological and physiological state
characterized by somatic, emotional, cogni tive, and behavioral
components, the root meaning of the word anxiety is 'to vex or
trouble'; in either the absence or presence of psychological stress,
anxiety can create feelings of fear, worry, uneasiness and dread
Arcades an arched or covered passageway, usually with shops on each
side
Astonishment overpowering wonder or surprise; amazement: He
looked with astonishment at his friends
Attribute to consider as made by the one indicated, especially with
strong evidence but in the absence of conclusive proof: to attribute a
painting to an artist .
Augment to raise (the upper note of an interval or chord) by a half
step
Captivate to attract and hold the attention or interest of, as by beauty
or excellence; enchant: Her blue eyes and red hair captivated him
Chaotic completely confused or disordered: a chaotic mass of books
and papers
87
Coherent Approach logically connected; consistent: a coherent
argument
Consequences something that logically or naturally follows from an
action or condition
Constricted carefully weighed or considered; studied
Contemporary of the present time; modern
Conversing To engage in a spoken exchange of thoughts, ideas, or
feelings; talk
Convenience samples A non probability sample of individuals who
just happen to be where the study is being conducted when it is being
conducted. For example, we could interview people, ‘Were you
satisfied with the materials and services, if not why?’
Correlation analysis A statistical technique used to measure the
closeness of the l inear relationship between two or more interval
scaled variables
Consign to hand over or deliver formally or officially; commit (often
followed by two)
Criterions a standard of judgment or criticism; a rule or principle for
evaluating or testing something
Cues a hint; intimation; guiding suggestion
Dangled to hang around or follow a person, as i f seeking favor or
attention
Deliberated carefully weighed or considered; studied
Delineates to trace the outline of; sketch or trace in outline;
represent pictorially
88
Décor style or mode of decoration, as of a room, building, or the like:
modern office décor; a bedroom having a spanish décor
Desirability worth having or wanting; pleasing, excellent, or fine: a
desirable apartment
Dialect The term dialect (from the Greek Language word dialektos,) is
used in two distinct ways, even by linguists.
Demeanor the way a person behaves towards othe rs; conduct
Descriptive research A research design in which the major emphasis
is on determining the frequency with which something occurs
Divergent The use of divergent to mean different as in they hold
widely divergent views is considered by some peopl e to be incorrect
Dummy Preliminary layout for an ad, or other print material
Engendered to be produced or caused; come into existence
Entailed to impose as a burden: Success entails hard work
Enticing to attract or draw towards oneself by exciting hope or desire;
tempt
Enumerations a catalog or list
Evade avoiding doing or fulfi lling
Exotic strikingly unusual or strange in effect or appearance: an exotic
hairstyle
Exude to come out gradually in drops
Façade any side of a building facing a publi c way or space and
finished accordingly
89
Factor analysis A body of statistical techniques concerned with study
of interrelationships among a certain set of variables --none of which
is given the special status of a criterion variable
Fetching to sell for or bring (a price, financial return, etc.)
Gaze to look steadily and intently, as with great curiosity, interest,
pleasure, or wonder
Glimpsed a very brief, passing look, sight, or view
Impulse sudden, involuntary inclination prompting to action: to be
swayed by impulse
Imperative absolutely necessary or required; unavoidable: It is
imperative that we leave
Implicit unquestioning or unreserved; absolute: implicit trust;
implicit obedience; implicit confidence
Intent the state of a person's mind that directs his or her actions
toward a specific object
Intentions an act or instance of determining mentally upon some
action or result
Intriguing to achieve or earn by appealing to another's curiosity,
fancy, or interest: to intrigue one's way into another's notice
Ledge a relatively narrow, projecting part, as a horizontal, shelf l ike
projection on a wall or a raised edge on a tray
Leverage power or ability to act or to influence people, events,
decisions, etc. ; sway: Being the only industry in town gave the
company considerable leverage in its union negotiations
Lure anything that attracts, entices, or allures
Mannerism a habitual or characteristic manner, mode, or way of
doing something; distinctive quality or style, as in behavior or speech:
He has an annoying mannerism of tapping his fingers while he talks
90
Momentary that might occur at any moment; ever impending: to live
in fear of momentary annihilation
Normative expressing value judgments or prescriptions as contrasted
with stating facts
Notion a general understanding; vague or imperfect conception or
idea of something: a notion of how something should be done.
Patronage the financial support or business provided to a store, hotel,
or the like, by customers, clients, or paying guests.
Pedestal an architectural support for a column, statue, vase, or the
like
Perception perception is the cognitive impression that is formed of
“reality” which in turn influences the individual’s actions and behavior
toward that object.
Point-of-sale (POS) a data collection system that electronically
receives and stores bar code information derived from a sales
transaction. This could the zip codes for library users, facilitating the
library in determining geographic market are that users reside in.
Profoundness being or going far beneath what is superficial, external,
or obvious: profound insight
Query to question as doubtful or obscure: to query a statement
Rear the space or position behind something
Reference group A group that the individual tends to use as the
anchor point for evaluating his/her own beliefs and attitudes.
Teenagers influence their peers regarding library use.
Securing free from or not exposed to danger or harm; safe
Signage Signs considered as a group, the design or use of signs and
symbols.
Strategic market planning The planning process that yields decisions
in how a business unit can best compete in the markets it elects to
91
serve. The strategic plan is based upon the totality of the marketing
process.
Surpassed to go beyond in amount, extent, or degree; be greater than;
exceed
Traits a distinguishing characteristic or quality, especially of one's
personal nature: bad traits of character
Trigger anything, as an act or event that serves as a stimulus and
initiates or precipitates a reaction or series of reactions.
Valorize To establish and maintain the price of (a commodity) by governmental action.