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The business environment of today’s has become very competitive wherein very less differentiation is there in the products being sold. The customers have also become very conscious about their shopping habits and they primarily have become need based customers. Thus, it becomes more imperative for the stores to bring the customers to their stores so that they can purchase the things which they tend not to. Thus, the present study intends to find the factors that can entice the customer to buy the things which are not in their shipping lists or that can force the customers to enter the stores. The conceptual framework for the present study is conceptualized on the previous studies wherein the combined effect of visual merchandising and ambience is studied on the impulsive buying behavior of the customers. The relationships between the antecedents of visual merchandising (window, mannequin and digital display) and ambience (color, light, décor and store layout) are also studied. Analysis of the data is done PLS SEM and smart PLS 2.0 was used for the same. Analysis of the data established that impulsive buying behavior of the customers can be influenced both by visual merchandising and ambience and further on, ambience is more important in influencing the said behavior than visual merchandising. The relationships between antecedents and related constructs are also found to be significant.

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