Impact of Visual Merchandising on Consumer Buying Behavior

Abstract

This study examines the impact of visual merchandising on consumer purchasing decisions. It examines four key factors—product display, packaging, signage and labeling, and store layout design—to assess their impact on attracting customers and driving sales. Visual merchandising plays a critical role in shaping consumer perception and enhancing the shopping experience. Businesses often use these elements to create a visually appealing environment that encourages customers to explore products and make unplanned purchases. The research employed a descriptive quantitative approach, utilizing surveys distributed to 150 students from the College of Business and Administration at the Philippine Christian University. The Stratified Sampling Technique was used to ensure diverse representation among respondents, providing reliable data on how visual merchandising affects consumer behavior in different demographics. Findings revealed that all four primary elements of visual merchandising—thoughtful store layouts, attractive packaging, eye-catching signage, and well-organized product displays—were highly effective in influencing consumer buying behavior. Notably, demographic factors such as gender showed no significant relationship with the effectiveness of visual merchandising strategies, suggesting that these techniques are universally effective across consumer groups. The study recommends that retailers and future business owners strategically utilize these merchandising techniques to enhance customer engagement and sales performance. Future research should explore the integration of technology-driven visual merchandising, such as digital displays and interactive elements, to maximize retail success.