Exploring clothing store-related variables influencing impulse buying behaivor

This thesis investigates the influence of clothing store-related variables on impulse buying behaviors in clothing stores. Visual merchandising, encompassing strategic product displays, plays a pivotal role in attracting customers and enhancing store aesthetics. The study focuses on elements such as window displays, mannequin presentations, floor design, promotional displays, color, lighting, store layout, scent, music, variety, sales promotions, hedonic motivation, and spontaneous shopping, and their impact on impulsive buying behavior. Data was gathered from 400 respondents through a structured questionnaire covering demographic details and specific visual merchandising factors. Exploratory Factor Analysis (EFA) was employed to ensure the validity of the instrument, and reliability was assessed using Cronbach's Alpha. Findings indicate that all visual merchandising elements positively affect impulsive buying, with promotional displays and mannequin presentations having the most significant impact. The correlation analysis demonstrated strong interrelationships among the visual merchandising factors, highlighting their collective role in enhancing the shopping environment. The study also examined demographic differences in the perception of visual merchandising, revealing significant variations based on gender, age, income, education level, and occupation. These findings suggest that retailers should tailor their visual merchandising strategies to different demographic segments to optimize their effectiveness. This research provides valuable insights for retailers seeking to refine their visual merchandising strategies to attract customers and boost sales. Future studies could explore broader geographic areas, delve into the psychological aspects of impulsive buying, and investigate the potential of new technologies in visual merchandising. Keywords: Visual Merchandising, Impulsive Buying, Customer Behavior.