Impact of Visual Merchandising on Impulse Buying Behaviour of Tesco Customers
Title: Impact Of Visual Merchandising On Impulse Buying Behaviour Of Tesco Customers
1.Introduction
This proposal explains the methodology and brief literature review that would be addressed to fulfil research aim. This study will aim to investigate the impact of visual merchandising on impulse buying behaviour of customers. This study will explore how the effect of product shelf position, store layout and promotional signage influence the buying behaviour of customers. In this study Tesco will be selected as a case organization
[See Appendix for introduction of Tesco and Rationale of study].
1.1.Research aim
The aim of this research is to investigate the impact of visual merchandizing techniques on impulse buying behaviour of Tesco customers.
1.2.Objectives of study
This aim is fulfilled through following objectives:
1-To study the impact of windows displays on customer impulse buying behaviour
2. To study the effect of product shelf position on impulse buying behaviour of customers
3. To investigate the relation between store layout and consumer impulse buying behaviour
4. To study the impact of promotional signage on impulse buying behaviour of Tesco customers.
1.3.Research Questions
The study is framed to offer an insight into the following questions:
- How window displays influence customer impulse buying behaviour?
- Does product shelf position have an impact on impulse buying behaviour?
- How store layout has an impact on impulse buying behaviour?
- How promotional signage influence impulse buying behaviour?
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Table 1: Research Framework – Objectives, Hypotheses, Methodology and Analysis. |
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Objective
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Proposition |
Hypothesis |
Methodology |
Analysis |
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To study the impact of windows displays on customer impulse buying behaviour
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Literature review so far suggests that product display positively influences the consumer impulse buying behaviour. |
H1: In store product display have positive impact on consumer impulse buying behaviour. . |
Primary Data Survey will be conducted Questionnaire will be used as a research tool Scale given by Rook and Fisher (1995) and Shoop et al. (1991) will be used |
Quantitative Analysis: Through Regression and Correlation Statistical Package for Social Sciences 13.0 |
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To investigate the relation between store layout and consumer impulse buying behaviour |
Literature review so far suggests that store layout has a positive impact on consumer impulse buying behaviour |
H2: Store layout positively influences consumer impulse buying behaviour.
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Primary Data Survey will be conducted Questionnaire will be used as a research tool Scale given by Rook and Fisher (1995) will be used |
Quantitative Analysis: Through Regression and Correlation Statistical Package for Social Sciences 13.0 |
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To study the impact of promotional signage on impulse buying behaviour of Tesco customers. |
Literature review so far tells that promotion signage positively and significantly influences the impulse buying behaviour of customers |
H3: Promotional signage positively influence and increase impulse buying behaviour
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Primary Data< Order a similar paper | |