Unravelling the Impact of Visual Merchandising on Consumer Impulse Buying Behaviour in Hypermarket
DOI:
https://doi.org/10.21834/e-bpj.v9i28.5874Keywords:
Consumer Impulse Buying Behaviour, Visual Merchandising, Consumer Self-Control, HypermarketAbstract
In the Malaysian retail landscape today, hypermarkets face stiff competition from various establishments like supermarkets and department stores. To stand out, hypermarket retailers employ Visual Merchandising (VM) techniques, in collaboration with product manufacturers. This study, entrenched in the Stimulus-Organism-Response (S-O-R) model, explores how VM influences Consumer Impulse Buying Behaviour (CIBB) in Malaysian hypermarkets, considering the mediating role of Consumer Self-Control (CSC). Data from 265 respondents reveal significant impacts of VM elements like cleanliness, product packaging, and digital media on CIBB. This study emphasizes the importance of VM strategies, in collaborating the effort between retailers and manufacturers to enhance impulse buying in hypermarkets and engage in more VM contemporary practices.
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Copyright (c) 2024 Norshahniza Sahari, Akmal Aini Othman, Norlina M.Ali, Atik Djajanti, Noraishah Kamarolzaman
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