Impact of Visual Merchandising on Impulsive Buying Behavior of Sri Lankan Modern Trade Customers

The focus of the research was to see how different visual marketing approaches affected the impulsive purchase behavior of Sri Lankan modern trade clients. Modern retailers utilize visual merchandising as one of their primary tactics for differentiating their offers and attracting and persuading customers to buy. In-store marketing and visual merchandising have attracted a lot of attention recently, and the amount of money spent on visual merchandising has also skyrocketed. As a result, determining the efficiency of the money that is spent on these diverse visual merchandising strategies is critical for all supermarkets. A well-structured questionnaire was used to obtain primary data for the study. A total of 392 Sri Lankan modern trade clients were chosen as the sample for the study. The sampling method was snowball sampling, and the data was analyzed using SPSS 25 software. The multiple regression analysis was used to analyze the data. Charts and graphs are used to display the research findings. The study's findings demonstrated that product display and promotional signs have a strong favorable impact on impulsive purchase behavior among Sri Lankan modern trade clients. Based on these findings, businesses may determine which visual merchandising methods are the most effective and devote time and resources to improving them, resulting in increased foot traffic and revenue.https://www.ijtsrd.com/management/consumer-behaviour/45046/impact-of-visual-merchandising-on-impulsive-buying-behavior-of-sri-lankan-modern-trade-customers/k-k-p-d-kahaduw