Impact of Visual Merchandising on Impulse Buying Behaviour for Women's Clothing In The Lens of Kano's Attractive Quality Theory

Studying women could be interesting as shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles within the family structure. This study aims to understand the women’s impulsive buying behavior and attempt to know how attractive store visual merchandising play a significant role in their shopping for clothes. In other words, the authors intend to study components of visual merchandising impact in store design on impulsive women's buying behavior with a focus on recognition of their preferences. The study is based on Kano's attractive quality theory. The paper uses primary data and source of the data is Kano's questionnaire which is filled by the respondent. Target population of the research study is those people who are coming for shopping in malls, retail stores in Bandar Abbas city, Islamic republic of Iran. The study only focuses on the quantitative research. Although the research study focused only for impulsive buying for women's clothing but many other things can be considered. Data analysis has been done through SPSS software. The study results of Kano’s model show the wide range of customer preferences towards store design which can provoke the impulse buying behavior of women's