Influence of Visual Merchandising, Store Atmospherics, and Sales Promotion Offers on Impulsive Buying Behavior – A Study of Organized Meat Retailing in Karachi, Pakistan

Abstract

The main purpose of the study was to find the impact of visual merchandising, store atmospherics, and sales promotion on the impulsive buying behavior in meat retail outlets in Karachi, Pakistani context. A simple random sampling technique was used to chose a convenience sample of 51 respondents, for the pilot study. A structured questionnaire was adapted to collect responses from the consumers who buy from organized or unorganized meat retail shops. Since store atmospherics did not have a significant impact on the impulsive buying behavior, it was dropped while the other two variables, visual merchandising and sales promotions offers were accepted as they showed a positive impact in indulging the consumers in impulsive buying. The study concludes that organized meat retailers should focus on visual merchandising and sales promotion offer strategies to attract new and existing customers so that they indulge themselves in impulsive buying.