A STUDY ON IMPULSE BUYING BEHAVIOUR FOR APPAREL INDUSTRY

Abstract

Spur of the instant, unplanned call to shop for, created simply before a buying deal. research findings recommend that emotions and feelings play a decisive role in buying, triggered by seeing the merchandise or upon exposure to a well-crafted promotional message. Such purchases ranges from little (chocolate, clothing, magazines) to considerably massive (jewellery, vehicle, work of art) and typically (about eighty % of the time) result in issues like money difficulties, family disapproval, or feeling of guilt or disappointment. Due to increasing competition and therefore the similarity of merchandise, retailers utilize visual marketing to differentiate their offerings from others’ furthermore on improve the desirability of merchandise. the aim of this analysis is to look at the connection between respondents’ attire impulse shopping for behaviours and visual products. The results of the current study prove that there's a polar relationship between respondents’ impulse shopping for behaviours and 2 form of visual commerce practices: instore form/mannequin show and promotional assemblage. This study provides data on why visual commerce ought to be thought-about a vital element of a strategic marketing set up in support of sales increase and positive store/company image. This study additionally provides insights to retailers concerning styles of visual commerce that may influence consumers’ impulse shopping for behaviours. Descriptive Research Methods have been used for this project. Both Qualitative as well as Quantitative approach has been used. Qualitative approach helped in understanding the in- depth emotions and perception of the customers Quantitative approach provided a statistical and mathematical aspect to the report. The source of information was Primary Data through interviews and questionnaires, as well Secondary Data from the earlier works. The report contains the findings and analysis of the survey conducted to gather primary data to judge the importance of various attributes that influence the impulsive buying of customers in various ways. These attributes are classified as Window Display, Mannequin/Online Model Display, Merchandising, and Promotional Signage. An attempt has been made to know the overall behaviour of the customers. The responses are categorized based on various demographic factors such as age, income, gender, etc. and to present a comparative analysis of these factors for all Customers.