Abstract:
The whole purpose of this study was to examine the impact of different selected visual
merchandising techniques on consumer impulse buying behavior in modern trade in Sri Lanka, with
the intention of proposing constructive recommendations to enhance store atmosphere and attract
customers in modern super markets by using different techniques of visual merchandising.
These techniques allow super markets to differentiate their offerings from competitors in modern
trade industry. Sample of this study were 200 modern trade customers in Sri Lanka and the research
instrument was a set of questionnaire. The collected data were analyzed using descriptive statistics to
find frequency and percentage of personal profile. Gathered data was undertaken into regression
analysis and correlation analysis to find the impact of visual merchandising on consumer impulse
buying in modern trade.
The result of the study revealed that there is an impact of visual merchandising on impulse buying
tendency and from two visual merchandising techniques: in-store product display and floor
merchandising. This study gives insights to super markets as to which visual merchandising
techniques can significantly influence on consumer impulse buying behavior with special reference
to Sri Lankan context
