Retailers in the clothing industry are facing stiff competition due to the fact that they are offering similar products hence they cannot differentiate their products from those being offered by others. Most retailers today are using merchandising techniques to fight competition in the industry. This study wishes to investigate the factors that motivate customers to do impulse buying. It is against this background that this study explores the effect of visual merchandising on consumer impulse buying in the clothing industry. This study focused on window display mannequin display, floor merchandising and promotional signage as the independent variables that are used to change the behaviour of consumers. The study was conducted in Chinhoyi Central Business District which houses a number 0f clothing shops. A structured questionnaire was used to select 200 respondents to participate in the study and a multiple regression analysis was employed to analyse the correlation between visual merchandising and customer impulse buying. The results of the study show that there is a strong positive relationship between visual merchandising and customer impulse buying behaviour. Therefore this study recommends that all fashion clothing shops in Chinhoyi Town should incorporate effective visual merchandising techniques in their strategic marketing plans in order to increase sales and attract more and more loyal customers.
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In-Text Citation: (Manuere & Martha, 2023)
To Cite this Article: Manuere, F., & Martha, K. (2023). The Effect of Visual Merchandising on Impulse Buying Behaviour of Consumers in the Clothing Industry: The Case Study of Chinhoyi Town. International Journal of Academic Research in Public Policy and Governance, 9(1), 21–28.
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