Impulse Buying Behaviour

In: Business and Management

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COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN
RELATION TO VISUAL MERCHANDISING by JIYEON KIM
(Under the Direction of Dr. Brigitte Burgess)
ABSTRACT
Due to increasing competition and the similarity of merchandise, retailers utilize visual merchandising to differentiate their offerings from others’ as well as to improve the desirability of products. The purpose of this research is to examine the relationship between college students’ apparel impulse buying behaviors and

visual merchandising.

The result of the present study proves that there is a pivotal relationship between college students’ impulse buying behaviors and two type of visual merchandising practices: instore form/mannequin display and promotional signage. This study provides information as to why visual merchandising should be considered an important component of a strategic marketing plan in support of sales increase and positive store/company image.
This study also provides insights to retailers about types of visual merchandising that can influence consumers’ impulse buying behaviors.

INDEX WORDS:

Impulse buying behavior, Visual merchandising

COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN
RELATION TO VISUAL MERCHANDISING

by

JIYEON KIM
BS, The Catholic University of Korea, Republic of Korea, 1991
BFA, American Intercontinental University, 2000

A Thesis Submitted to the Graduate Faculty of The University of Georgia in Partial
Fulfillment of the Requirements for the Degree

MASTER OF SCIENCE

ATHENS, GEORGIA
2003

© 2003
Jiyeon Kim
All Rights Reserved

COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN
RELATION TO VISUAL MERCHANDISING

by

JIYEON KIM

Major Professor:
Committee:

Electronic Version Approved:
Maureen Grasso
Dean of the Graduate School
The University of Georgia
August 2003

Brigitte Burgess
Jan…...

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