INTRODUCTION:

In the new global economy, visual merchandising has become a central issue for retailers in different business sectors. To attract shoppers to enter the store and convince them to buy, retailers use various strategies from advertisement, discounts, prizes etc. visual merchandising is a form of marketing practice in which the characteristics and benefits of the product is presented in such a way that influence consumer’s buying behavior. It educates the consumers about the product in creative and effective way.

Most of the retail stores now try to advance their store image, presentation of products from top to bottom to clutch the attention of customers and making them loyal to the brands so the customers can take purchase decisions self surely (Jamal and Lodhi, 2015). Consumer buying behavior study involves understanding whether, why, when, where, how, how much, how often and how long consumers will buy (Hoyer, MacInnis, and Pieters, 2013). Consumer behavior is the process of selecting, buying and using the product and service to satisfy ones needs. Solomon (2013) argues that it is an ongoing process, which influenced by other people, cultural values or environmental variables, it starts with the pre-purchase stage when the consumer decides that he/she needs a product. This stage is influenced by consumers’ attitudes towards a product and information search or cues about alternatives. Then consumer is makes the purchase decision and finally the product is used. The last stage will determine if the consumer is satisfied with the product and if the consumer will re-purchase it again. Churchill and Peter (1998) proposed a model of consumer buying behavior based on the generic model of buyer decision process, according to the generic model, consumers go through a five-step decision making process in the planned purchase, which are need recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. The purchasing process starts with the buyer recognizes a need, which can be triggered by internal or external stimuli. Once the need is identified, consumer will start seeking for information about the product or service attributes. Then the consumer take purchase decision. Lastly, the consumer evaluate his/her satisfaction or dissatisfaction toward the purchased product or service. This final step is fundamental for the business organization because a satisfied consumer may re-purchase the product or service that satisfied his/her need and develop loyalty towards the organization.

PROBLEM STATEMENT:

In order to attract customers, differentiate themselves from competitors; excel in their respective sector and providing consumers with a magnificent shopping experience, retailers in Sudan need to control factors influencing customers’ impulse buying behavior. However, often, retailers fail to utilize those factors; some of them apply these factors without sound approaches and standards, thereby not differentiate their offerings from others’ and achieving the expected results. If retailers do not improve and change their presentation mechanism and practices, they will probably loss significant opportunity to increase impulse buying by converting visitors into shoppers and shoppers ultimately in to buyers. On the other hand, customers do not perceive the effect of the applied factors, thereby level of sales forecast will not be achieved.

This paper focus on understanding the visual merchandising and customer impulse buying behavior concepts and determining factors influencing impulse buying in retail stores in Sudan. The research, therefore, highlights the effects of window display, in store form/mannequin display, floor merchandising and promotional signage.

RESEARCH QUESTIONS:

Based on the problem statement, the following questions guided our study:

1. Does visual merchandising influence customer impulse buying behavior in retail stores in Sudan?

2. What is the relationship between visual merchandising and the customer impulse buying behavior in retail stores in Sudan?

3. What are the factors effecting impulse buying behavior of customer in retail stores in Sudan?

THE MAIN OBJECTIVE:

To investigate the effect of Visual merchandising on customer impulse buying behavior in retail stores in Sudan.

From the primary objective, a number of Specific objectives were formulate.

SPECIFIC OBJECTIVES:

The Specific objectives as derived from the primary objective are as follows:

1. To review the concept of visual merchandising and its role in attracting customers in retail store.

2. To analyze the various factors of visual merchandising and its influence on consumers’ impulse buying behavior.

3. To identify which factor has the greater effect on impulse buying behavior of retail store customers.

4. To propose recommendations to retail store in Sudan in terms of improving their visual merchandising mechanisms and practices.

RESEARCH HYPOTHESES:

Main hypothesis:

Visual merchandising influence customer impulse buying behavior in retail stores.

Sub Hypotheses:

H1: Widow Display of retail store influence customer impulse buying behavior.

H2: In store form/mannequin display in retail store influence customer impulse buying behavior.

H3: Floor merchandising of retail store influence customer impulse buying behavior.

H4: Promotional signage in retail store influence customer impulse buying behavior

SIGNIFICANCE OF THE STUDY:

This study contributes to the understanding relating the body of knowledge surrounding Visual merchandising, with specific focus on the customer impulse buying behavior in Sudan retail stores. Thus, the findings would benefit different interested parties such as retailers, consumers and future researchers, which may linked into this subject.

The results of this study will have a practical objective that may provide the retailers with helpful understanding that may allow them to construct some characteristics of marketing and promotional strategy they can apply into their respective business and help them make improvements and increase their profits.

REVIEW OF LITERATURE AND PREVIOUS STUDIES:

Visual merchandising:

The definition of Visual merchandising has been a matter of ongoing discussion among researchers, according thorough literature review we can group Visual merchandising definition into six categories: Art, Technique, Communication tool, Activity, Presentation and Everything the customer sees as shown in figure 1.

Figure 1: Categories Visual merchandising definition

Visual merchandising is the art of presenting/displaying/ arranging/showcasing products/merchandise/goods in a manner that is appealing/attractive to the eyes of the customer to convert shoppers into prospects and ultimately buyers of the product. For Ebster (2011, p. 77) visual merchandising means “the art and science of presenting products in the most visually appealing way”, emphasizing on the communication with the customers through images and presentations. Visual Merchandising is defined by Patil and Agadi (2016, p. 191) as “the art of displaying merchandise in a manner that is appealing to the eyes of the customer. “It can be viewed as all the things the shopper witnesses, both exterior and interior, which shape a constructive impression of the store and result in higher purchase action at the shoppers” (Patil and Agadi, 2016, p. 191). Bhalla and Anuraag (2010) referred to Visual merchandising as the art of showcasing or presenting merchandise that achieves the following: Creatively and effectively educating customers; Enabling a successful selling process; Presenting products in a life-like environment; Establishing the correct background for merchandise to be sold; Attracting the attention of customers; and Assisting customers with matching their desires with.

Visual merchandising is the techniques, which could be used as an important marketing tool to tell customers what the store stands for and offers/ to increase customer awareness and attract their attention in store/ take the attention, interest or desire of the customer to purchase the displayed products. According to a definition provided By Sharma (2016), “visual merchandising is Visual merchandising is the apparatus, which is utilized by the organizations or retailers to draw in the clients or customers to do the spontaneous purchasing. In which the advertisers and the retailers organize their shops or do limited time exercises that draw in the customers by observing the shop, advancements, their sign loads up, air, rack course of action, segment divisions, cleanliness and numerous different variables which pull in the customers to do drive or spontaneous purchasing ”. Mills and Paul (1995) argues that, “Visual merchandising ranges from windows/exterior displays to interior displays including form displays and floor merchandising along with promotion signage.” Many authors state different visual merchandising techniques in the existing literature. Visual merchandising is a silent selling technique that reduce the employee mix and increase the per square feet returns in stores. It is an attractive way and an eye-catching technique to tell customers what the store stands for and offers to its potential customers (Jain, Sharma, and Narwal, 2012).

Visual merchandising is tool to communicate a store/company’s fashion value and quality image to prospective customers/ to educate the customer, to enhance the store/ company’s image/ to encourage sales which, ultimately leading to purchase. This definition is close to those of Nell (2013) who define visual merchandising as a communication tool that concerned with how the product/ brand is visually introduced to the shoppers and if the intended message was correctly communicated to them. Visual merchandising, or visual presentation, is the means to communicate a store/company’s fashion value and quality image to prospective customers. The purpose of visual merchandising is to educate the customer, to enhance the store/ company’s image, and to encourage multiple sales by showing apparel together with accessories. It reminds people to buy by attractively presenting products or services at a critical juncture in the buying process (Madhavi and Leelavati, 2013, p. 61). Kerfoot, Davies, and Ward (2003) argues that “visual merchandising is therefore concerned with both how the product and/ or brand is visually communicated to the customer and also whether this message is decoded ‘appropriately’ – in this context affecting a positive psychological or behavioral outcome, ultimately leading to purchase”.

Visual merchandising is the activity, which coordinates/ synchronizes merchandise selection with effective merchandise. Visual merchandising the process of developing the floor plans, promoting the sale of products by producing mental images that urge potential consumers to make purchases. Walters and White (1987) refer to the term visual merchandising as the “activity which coordinates merchandise selection with effective merchandise display”. Wanninayake and Randiwela (2007, p. 6) defined visual merchandising as “the activity that synchronizes effective merchandise selections with effective merchandise displays”. Bell and Ternus (2006, p. 20) refers to visual merchandising as “the process of promoting the sale of products by producing mental images that urge potential consumers to make purchases”.

Visual merchandising is the presentation/creative displays of a store and its merchandize/brand/product/ goods to introduce products/educating customers/ provide information to attract the attention of potential customers/tell customers what the store stands for and offers to sell the products offered by the organization. According to Diamond (2003), visual merchandising can be defined as the presentation of a store and its merchandize in ways that aim to attract the attention of potential customers and motivate them to make purchases. Dunne (2008) described visual merchandising as the creative displays of merchandise by using props in order to create and decorate a specific scene/setting in the store. Visual Merchandising is the presentation of merchandise as well as a store in order to attract customers. It is an attractive way and an eye-catching technique to tell customers what the store stands for and offers to its potential customers (Jain et al., 2012). Visual merchandising is defined as the presentation of a store/brand and its merchandise to the customer through the teamwork of the store’s advertising, display, special events, fashion coordination, and merchandising departments in order to sell the goods and services offered by the store/company (Kaur and Jain, 2016). Mills and Paul (1995) defined visual merchandising as “the presentation of store and its product to the customer through team work of the company’s staff, retailers and merchandising departments in order to sell and merchandise products. Visual Merchandising is the presentation of goods, which should be color coordinated, accessorized, self-explanatory, and descriptive so that it will be appealing to the customer for buying”.

Visual merchandising is everything the customer sees/ feel/touch/designed both exterior and interior/in the retail store/within a store to creates a positive image of a business and results in attention, interest, desire and action to buy. Bastow-Shoop (1991) define Visual merchandising term as “everything the customer sees both exterior and interior, that creates a positive image of a business and results in attention, interest, desire and action on the part of the customer”. It is everything that the customers see and feel within a store that arouses their interest and desire. In other words, it is an important element for a supermarket to attract and capture the customers’ attention towards the products and induce them to purchase them (Gajanayake, 2011). This definition is close to those of (Cahan, 1994; Diamond, 2003) who define Visual merchandising as everything that customer can touch, see, both exterior and interior representing overall store environment including in shelf display, merchandise presentation, in store design, window display, mannequins, props, store lighting and graphics and signals.

Impulse buying behavior:

Impulse buying is, generally defined as, a consumer’s unplanned purchase which is an important part of buyer behavior. An impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase. Marketers and researchers all around the world has been extensively studding the impulse buying phenomenon during the last 60 years because they recognize the importance of impulse buying behavior (Taushif and Gupta, 2013). Several studies (Hodge, 2004; Piron, 1991) proposed a definition of an impulse purchase that includes four criteria. Impulse purchases are unplanned, decided “on the spot”, stem from reaction to a stimulus and involve a cognitive reaction, an emotional reaction, or both. The three characteristics which distinguishes impulse buying from other purchase behaviors are (1) being unintended or unwanted; (2) being unreflective; and (3) spontaneous or sudden (Jones, 2003).Compared with the planned purchase, impulse buying occurs with more excitement and less carefulness and it is usually inevitable (Maymand and Ahmadinejad, 2011). Planned buying behavior involves a time consuming information search followed by rational decision making, while unplanned buying behavior relates to all purchases made without such advance planning and includes impulse buying, which is distinguished by the relative speed with which buying “decisions” occur. In addition to being unplanned, an impulse purchase involves experiencing a sudden, strong, and irresistible urge to buy (Patil and Agadi, 2016). An impulsive buying refers to purchasing or acquisition of goods on impulse rather than from premeditation. In other words, impulsive purchasing means an unplanned decision to purchase any service or merchandise. With the help of various in-store influencers retailers are attempting to convert browsers into spenders (Choudhary, 2014). Individuals buying on impulse are less likely to consider the consequences of purchase or think before making purchase. The person’s only focuses on relishing urge of purchasing product that they want to rather than fixing any problem or satisfying their prerequisite need (Kaur and Jain, 2016). Impulsive consumer purchasing behaviors are influenced by internal and external stimuli. (Kaur and Jain, 2016) point out that internal factors refer to such internal states and characteristics of individuals including person’s emotional state, mood and self-feelings. External or environmental cues embrace atmospheric cues in shopping environment and marketing mix stimuli (Kim, 2003).

In this paper, the term impulsive purchasing will be used in its broadest sense to refer to the unplanned decision to buy a product or service that stem from reaction to internal and external stimulus and involve a cognitive reaction, and emotional reaction.

Factors influence impulsive buying:

Widow display:

Retail businesses are undergoing vast trend worldwide just because change in consumers choice, taste, use pattern and purchasing, every retail store is trying to sustain. Moreover, suggest that Widow Display associating with consumer’s purchasing attitude has physical charisma and charm of a store influences customer choice of store (Karbasivar and Yarahmadi, 2011). (Sumitha, 2017) argue that a window is like a visiting card, it tells the customer who you are. It is through the window the customer comes to the door. Since it is at the entrance, it used to provide vital information to the customers. The main function of the window is to promote the store’s image and is done in most innovative ways which helps maximize the sales of its merchandise.’ The display window is accepted as the most important part of the store design because it is the first meeting place the customer has with a brand. Window displays are crucial whether a store is situated in a mall or in a busy street. They are mix of art, fashion, design and marketing. The purpose of window display is to create a special aura to draw in customers and attract media attention. Store design and its display windows are the most important communication channels for retail stores (Merugu and Vaddadi, 2017). Previous studies indicated that Window displays are considered one of the most important factors that influence impulse buying behavior.

In store form/mannequin:

Store layout, also known as floor layout (Davies and Tilley, 2004) suggest that in store form refers to how the different sections and aisles of a store are organized with the basic and simple objective of getting customers shop longer and buy more. Therefore, designing a store layout, which can have positive impacts on customers’ decisions and influence impulse buying is important. The store layout is a huge and important duty for retail managers. Store Layout has a huge influence on customers who want stores to spend whatever it takes to create a layout that minimizes wasted steps and motion in the shopping process (Merugu and Vaddadi, 2017).

Floor merchandising:

Products and merchandise are the most important element of almost any retail business; however, the way in which they are displayed and presented can be what distinguishes one retail shopping experience from another, and the design of the retail displays is the key to achieving a better experience for customers (Merugu and Vaddadi, 2017). Complex commercial facility, an example representative of consumption space, is also being planned as an attraction facility; and category or function of businesses allocated within the facility is becoming diversified, larger and complex. To influence the unplanned purchase and to attract more users to the complex commercial facility and maximize the activation and use of the facility, varied strategies like service improvement, invitation of famous brands into the facility or holding various events are being used. By the way, any form of space involves all of these processes. To maximize the use of a complex commercial facility, space for consumption becomes a strategic place for selling more products. Prior to making a strategy for this consumption space, behaviors of space users and spatial planning including consumption space must be considered. That is because users show different behaviors according to spatial planning and users’ behaviors play an important role in vitalizing the commercial facility (Min, Kim, and Kim, 2012).

Promotional signage:

Promotion or promotional information to customers with the purpose of informing and creating demand for the merchandise”. Regarding the different elements that can lead to an impulse buying, low prices including price reductions, sales promotion and discounts are considered as having direct effects on consumers’ buying decisions (Kim, 2003). Retailers use signage for promotional purposes. Initially, the purpose was to provide basic information. Signage is considered as an integral part of the retail environment because it plays a growing role in creating the unique image and atmosphere. Signage must communicate with customers quickly and effectively by introducing themselves and their products or services (Merugu and Vaddadi, 2017). Customers feel low prices, ease of storage, smaller sizes, short product life, low marginal need for product they are motivated towards more shopping as price is the basic element behind impulse buying. Cash discounts, window displays these promotional techniques increases impulse buying (Karbasivar and Yarahmadi, 2011). Signage is a business’s basic link to customers. The purpose is to promote impulse “stop and shop,” to create awareness for the product or service for future reference, and to influence purchasing decisions once the customer has stopped. Today, technology allows us to use digital signage. Digital signage is one of the most important tools in store design. Digital signage is a form of electronic display. Businesses can show information, advertising and other messages concerning the brand. The aim is to convey a message or information to customers and digital signage displays are most usually controlled by basic personal computers, but it must be used effectively, some brands prefer the “human touch” and prefer to keep digital signage away from their shops (Topete, 2015).

Conceptual framework:

In order to investigate the effects of various factors that influence customer impulse buying behavior, this study, based on a thorough review of literature developed a conceptual model that illustrate the relation between Customer Impulse Buying Behavior and window display, in store form/mannequin display, floor merchandising, and promotional signage.

Figure 2: A Conceptual Framework for Consumer Impulse Buying Behaviour

MATERIAL AND METHODS:

Research design and sampling:

This study employed descriptive method to investigate the role of visual merchandising on customer impulse buying behavior.

Non-probability sampling methods have been utilized by Many Previous studies. (Naveena and Suganya, 2018; Rasheed, Yaqub and Baig, 2017; Nishanov and Ahunjonov, 2016; Shamini, 2016; Jamnani and Daddikar, 2015; Taushif and Gupta, 2013) have utilized convenience sampling method of non-probability sampling method to study factors influencing impulse buying behavior. whereas Pillai, Iqbal, Umer, Maqbool, and Sunil (2011) utilized A combination of convenient and judgment non-probability sampling technique.

Other researchers, however, applied probability-sampling methods. Hubrechts and Koktürk, 2012 used Stratified random sampling technique; Maymand and Ahmadinejad (2011) employed cluster random sampling technique.

This study used convenience sampling technique of non-probability sampling method to examine the various factors of visual merchandising and its influence on consumers’ impulse buying behavior and identify which factor has the greater effect on impulse buying behavior of retail store customers.

This method is particularly useful in gaining initial primary data concerning specific issues such as collecting opinions of perspective customers in relation to a new package of service or characteristics of identified phenomenon and population.

Sample size and data collection method:

The population of the study consists of all current buyers of at Alanfal mall in Khartoum city. The study was conducted in the form of a survey, with data being gathered via structured questionnaire distributed in Alanfal mall in December 2018. A total of 180 questionnaire were administered to shoppers of which 168 were returned giving a response rate of 93.3%.

The questionnaire consisted of six major sections to assess influence of visual merchandising on customer’s impulse buying behavior. The participants were asked to select the response that best indicates their perceptions and experiences on each statement. These variables are measured using a five point Likert scale with responses ranging from (1-5) As Strongly Agree, Agree, Neither Agree or Disagree, Disagree and Strongly Disagree, Respectively.

RESULTS AND DISCUSSION:

Pearson Correlation tests was conducted to assess the strength of relationship between impulse buying behavior (independent variable) and each visual merchandising factors (dependent variables). Then multiple regression analysis was conducted for hypothesis testing to find out the relationships between impulse buying tendency and each of the four types of visual merchandising practices (Window display, In store form, Floor merchandising and Promotional signage) and to test if the hypotheses are significant or not.

The results of Pearson Correlation test, as shown in table1, indicate that there is a significant relationship between Impulse buying behavior and the four visual merchandising factors (window display, In store form, floor merchandising and Promotional signage). Moreover, we can notice that the strongest correlation exist between impulse buying behavior and window display with a correlation (0.378) next to floor merchandising (0.361) followed by In store form (0.337) and Promotional signage (0.326). In addition, findings from the table above (1) indicated that shoppers frequently buy without planning.

Multiple regression analysis:

To test the hypotheses of the study, multiple regression analysis was performed between the independent variables (window display, In store form, Floor merchandising and Promotional signage) and Impulse buying behavior (dependent variable).

Dependent variable: Impulse buying (Y):

Independent Variables:

Window display (X1), In store form (X2), Floor merchandising (X3), Promotional signage (X4).

Table 2: Multiple regression analysis:

Model Summary:

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	0.439(a)	0.193	0.105	0.842

A Predictors: (Constant), Promotional signage, in store form, Floor merchandising, Window display

Coefficients (a)

Model		Unstandardi-zed Coefficients		Standa-rdized Coeffic-ients	t	Sig.
		B	Std. Error	Beta
1	(Constant)	0.973	1.217		0.799	0.029
	Window display	0.155	0.209	0.160	0.745	0.041
	In store form	0.219	0.241	0.180	0.910	0.023
	Floor merchandising	-0.110	0.220	-0.080	-0.498	0.022
	Promotional signage	0.343	0.267	0.228	1.283	0.007

A Dependent Variable: Impulse buying

From the table above (Table 2), we can see that R Square (Coefficient of determination) value is 0.193; this validates the model that 19% of the time, the data fits in the model. The P value is 0.041, 0.023, 0.022 and 0.007 for Window display, In store form, Floor merchandising and Promotional signage respectively which is less than 0.05. (Level of significance). This implies that visual merchandising influence customer impulse buying behavior in retail stores and this indicates that all the alternative hypotheses (H1, H2, H3, and H4) are appropriate and can be accepted as discussed below.

H1: Widow Display of retail store influence customer impulse buying behavior:

A Pearson's correlation was run to determine the relationship between widow display of retail store and customer impulse buying behavior. It can be seen from the data in Table 1 that, there was a significant positive correlation between widow display and impulse buying tendency (r = .378, p < .014). The data provided sufficient evidence that widow display was significantly related to customers’ impulse buying behavior. In consistence with the result of the correlation test, the regression analysis as shown in table 2, found that widow display significantly influenced customers’ impulse buying behavior. Since the R-Square value (co-efficient of determination) is 0.193 (Table 2), this adequately validates the model that 19.3% of the time, the data fits in the model. The P value is 0.041, which is less than 0.05. (Level of significance) which implies we fail to reject Hypothesis 1 and that widow display significantly influences impulse buying behavior. This result is in line with other studies (Nishanov and Ahunjonov, 2016: Shamini, 2016 and Bhatti and Latif, 2014) which have investigate the influence of widow display on customers’ impulse buying behaviour, suggesting that if customers see an attractive and interesting window display, they are more likely to enter the store.

H2: In store form/mannequin display in retail store influence customer impulse buying behavior:

A Pearson's correlation was used to predict the relationship between in store form of retail store and customer impulse buying behavior. It can be seen from the data in Table 1 that, there was a significant positive correlation between in store form and impulse buying tendency (r = .337, p < .029. The multiple regression results as shown in table 2 report that R-Square value (co-efficient of determination) is 0.193, that means 19.3% of the variability of impulse buying is explained by the in store form which adequately validates the model that 19.3% of the time, the data fits in the model. The P value is 0.023, which is less than 0.05. (Level of significance) which indicates that we fail to reject Hypothesis 2 and that in store form significantly influences impulse buying behavior. This result is in agreement with other studies (Rasheed, Yaqub and Baig, 2017:Nishanov and Ahunjonov, (2016: Shamini, 2016: Bhatti and Latif, 2014: Jamnani and Daddikar 2015 and Hubrechts and Koktürk, 2012) which have investigate the influence of in store form on customers’ impulse buying behaviour, suggesting that shoppers tend to walk towards and buy products displayed in eye-catching displays.

H3: Floor merchandising of retail store influence customer impulse buying behavior:

A Pearson's correlation resulted in small p-value (p<. 019) (r=0.361) for the third hypothesis, suggesting a significant positive correlation between Floor merchandising and impulse buying tendency (r = .361, p < .019). The data provided sufficient evidence that Floor merchandising was significantly related to customers’ impulse buying behavior. In consistence with the result of the correlation test, the regression analysis as shown in table 2, found that Floor merchandising significantly influenced customers’ impulse buying behavior. Since the R-Square value (co-efficient of determination) is 0.193 (Table 2), this adequately validates the model that 19.3% of the time, the data fits in the model. The P value is 0.022, which is less than 0.05. (Level of significance) and implies that we fail to reject Hypothesis 1 and that Floor merchandising significantly influences impulse buying behavior. This result is in line with other studies (Bhatti and Latif, 2014: Hubrechts and Koktürk 2012 and Pillai, Iqbal , Umer, Maqbool, and Sunil, 2011) which have investigate the influence of Floor merchandising on customers’ impulse buying behaviour, suggesting that shoppers tend to identify the product price before making purchase, identifying the product price before making purchase and tend to buy products displayed at or near the Checkout desks.

H4: Promotional signage in retail store influence customer impulse buying behavior

Based on Pearson’s correlation test (Table 1), a significant positive correlation was shown between Promotional signage and impulse buying tendency with a p-value less than 0.05 (p < .035, r = .326). The multiple regression results as shown in table 2 report that R-Square value (co-efficient of determination) is 0.193, that means 19.3% of the variability of impulse buying is explained by the Promotional signage which adequately validates the model that 19.3% of the time, the data fits in the model. The P value is 0.007, which is less than 0.05. (Level of significance) which indicates that we fail to reject Hypothesis 2 and that Promotional signage significantly influences impulse buying behavior. This result is in agreement with Smith’s (1999) findings which showed is in line with other studies (Rasheed, Yaqub and Baig, 2017:Nishanov and Ahunjonov, 2016: Shamini, 2016 and Maymand and Ahmadinejad, 2011) which have investigate the influence of in store form on customers’ impulse buying behaviour, suggesting that shoppers tend to walk towards and buy products displayed in eye-catching displays.

CONCLUSIONS, IMPLICATIONS AND SUGGESTIONS

In this investigation, the aim was to assess the effect of Visual merchandising on customer impulse buying behavior in retail stores in Sudan. The results of this study show that Visual merchandising significantly influences customer impulse buying behavior in retail stores. The results proved that the consumer impulse buying behavior was significantly influenced by the window display, in store form, floor merchandising and Promotional signage. Pearson Correlation tests revealed that the strongest correlation exist between impulse buying behavior and window display with a correlation next to floor merchandising followed by In store form and Promotional signage.

These findings have significant implications for the understanding of how Visual merchandising influence customer impulse buying behavior in retail stores. Therefore,

understanding the key factors of impulse buying behavior of retail store is crucial. Retailers must use these findings effectively to increase sales of their stores because the study indicated that when people see a good deal in store, they tend to buy more than that what they planned to buy and sometimes people feel like buying things on the spur of the moment. Window displays increase shoppers interest towards those product items being displayed. So retail stores managers should focus on display of product in such away that attracts shopper’s attention. Product placement on shelves helps shoppers to recognize different brands with ease while some people tend to buy products displayed at or near the Checkout desks. Therefore, Store Layout has a huge influence on customers who went to stores to spend time enjoying them self by shopping, so managers need to create a layout that minimizes wasted steps and motion in the shopping process and makes it easy for shoppers to tend to walk towards and buy products displayed. Floor merchandising aim show the availablality and variety of products displayed because shoppers while browsing the store, tend to purchase products displayed in eye-catching displays. Hence, retail store managers must have a well-planned strategy for shelf space management. The study revealed that people tend to purchase products from special offers communicated by in-store advertising and promotion signage. Therefore, managers of retail stores need to offer Price reductions, discounts, special offers in order to attract shoppers and influence them to buy the displayed products. Taken together, these findings suggest an important role for visual merchandising in promoting customer impulse buying behavior in retail stores in Sudan.

These findings contribute in several ways to our understanding of Visual merchandising and provide a basis for further research.

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Received on 26.09.2019 Modified on 08.10.2019

Asian Journal of Management. 2020; 11(1):29-37.

DOI: 10.5958/2321-5763.2020.00006.2

		Window display	In store form	Floor merchandising	Promotional signage
Impulse buying	Pearson Correlation	0.378(*)	0.337(*)	0.361(*)	0.326(*)
	Sig. (2-tailed)	0.014	0.029	0.019	0.035
	Scale	significant	significant	significant	significant