UGC Approved Journal no 63975(19)

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Published in:

Volume 6 Issue 3
March-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIRFL06014


Registration ID:
400523

Page Number

106-112

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Title

Affects of In-Store Vibe and Aesthetics on Consumer Impulse Buying Behaviour with special reference to Vadodara City of Gujarat

Abstract

Today’s customers are more enlightened and not just look for product in form of solution to their problem but they have wish to enriched and overwhelmed while buying and using of a product. In present scenario, marketing strategy and lifestyle of customers trigger the impulse buying behavior. Impulse buying is having strategic importance in the eyes of retailers as far as modern marketing world and sophisticated as well complex consumer behaviour is concern. As specially Modern society basically powered by materialistic and mall culture where people feel pleasure and have psychological influence on their mind which leads to impulse buying. As such, a challenge for retailers is to enhance sales to stimulate impulse buying. So that the study focuses at identifying the factors that influence and motivate impulse buying and help retailers in deciding, designing, implementing, modifying and re-modifying marketing techniques and strategies to inject the customer’s mind towards impulse buying. Visual merchandising strategies are one of the most suitable tactics that retailers can use to attract customers and enhance impulse purchase. Thus the study tries to analyse the impact of seven in-store visual merchandise strategies (background music, fragrance, cleanliness, lightning, space availability, temperature inside and waiting time at billing counter) related to the in-store ambience and aesthetics was considered. Thus, result indicated that among the factors background music, fragrance and temperature inside (store ambience) cues influenced impulse purchase.

Key Words

Aesthetics, Customer, Impulse buying, Visual merchandising, Vibe.

Cite This Article

"Affects of In-Store Vibe and Aesthetics on Consumer Impulse Buying Behaviour with special reference to Vadodara City of Gujarat", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.106-112, March-2019, Available :http://www.jetir.org/papers/JETIRFL06014.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Affects of In-Store Vibe and Aesthetics on Consumer Impulse Buying Behaviour with special reference to Vadodara City of Gujarat", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp106-112, March-2019, Available at : http://www.jetir.org/papers/JETIRFL06014.pdf

Publication Details

Published Paper ID: JETIRFL06014
Registration ID: 400523
Published In: Volume 6 | Issue 3 | Year March-2019
DOI (Digital Object Identifier):
Page No: 106-112
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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