Visual Merchandising Impact on Impulse Buying Behavior

Rasa Gudonaviciene, Sonata Alijosiene


The theoretical analysis led to identification of visual merchandising elements that make the highest impact on impulse buying, which were identified by different authors in applying quantitative and qualitative empirical studies.Theoretical insights and empirical study results in this paper may be useful for store managers. Based on the results of this empirical study, one may rationally develop those particular visual merchandising elements which had been identified as having the highest impact on impulse buying by consumers


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