The impact of visual merchandising on impulse buying: A case study of fashion stores in Sokoto State
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Background of the Study
Visual merchandising is a critical tool used by retailers to attract, engage, and influence customers’ purchasing decisions through the strategic use of store layout, product displays, lighting, signage, and other visual elements (Gilbert & Sadeh, 2023). The primary goal of visual merchandising is to create an aesthetically pleasing and engaging store environment that enhances the shopping experience and drives consumer behavior. The impact of visual merchandising on consumer decisions is particularly significant in retail sectors such as fashion, where emotional appeal, style, and trends play a central role in purchase decisions (Chaudhary & Singh, 2024). In the context of fashion stores, effective visual merchandising can not only increase brand visibility but also stimulate impulse buying—an unplanned purchase made by a consumer based on visual attraction and emotional impulse rather than a need for the product (Sproles, 2025).
Sokoto State, located in northwestern Nigeria, is a rapidly developing region with a growing middle-class population, creating an expanding market for fashion retail. Fashion stores in Sokoto are increasingly adopting advanced visual merchandising strategies to attract customers and enhance sales performance. However, there is limited research on how these strategies specifically impact impulse buying behavior in the context of Sokoto’s fashion retail industry. Despite the competitive nature of the fashion market, many stores still lack a comprehensive understanding of how to optimize their store layouts and product displays to effectively stimulate impulse purchases. This gap in knowledge hinders their ability to fully capitalize on the potential of visual merchandising as a tool for increasing revenue.
This study aims to explore the impact of visual merchandising on impulse buying behavior in fashion stores in Sokoto State. It will examine how visual elements, such as product displays, store layout, and lighting, influence consumer behavior and spur impulse buying among customers.
Statement of the Problem
Impulse buying represents a significant portion of retail sales, particularly in the fashion industry, where consumers are often motivated by aesthetics, trends, and immediate gratification rather than necessity (Khan, 2023). However, many fashion retailers in Sokoto State lack an understanding of the specific visual merchandising strategies that can effectively trigger impulse purchases. Retailers in Sokoto often struggle to create visually compelling environments that enhance consumer engagement and drive unplanned purchases. This lack of effective visual merchandising strategies means that stores may not be maximizing their potential sales, especially given the strong competition from other local and regional fashion retailers.
Despite the growing use of visual merchandising, there is limited research on its direct impact on impulse buying in the retail context of Sokoto State. The absence of empirical studies hinders fashion stores from making informed decisions regarding the layout and display of products to stimulate consumer spending. This research aims to bridge this gap by investigating the ways in which visual merchandising influences impulse buying behavior among fashion consumers in Sokoto State.
Objectives of the Study
- To assess the impact of store layout and design on impulse buying behavior in fashion stores in Sokoto State.
- To examine the role of product displays and promotional signage in stimulating impulse purchases in Sokoto’s fashion stores.
- To explore the influence of lighting, color schemes, and other visual elements on consumer decision-making in Sokoto State fashion stores.
Research Questions
- How does the store layout and design influence impulse buying behavior in fashion stores in Sokoto State?
- To what extent do product displays and promotional signage impact impulse purchases in fashion stores in Sokoto State?
- What role do lighting, color schemes, and other visual elements play in influencing consumer decisions in Sokoto State’s fashion stores?
Research Hypotheses
- H1: There is a significant relationship between store layout and impulse buying behavior in fashion stores in Sokoto State.
- H2: Product displays and promotional signage have a significant influence on impulse purchases in fashion stores in Sokoto State.
- H3: Lighting, color schemes, and other visual elements significantly impact consumer decision-making in Sokoto State’s fashion stores.
Scope and Limitations of the Study
The study will focus on fashion retail stores in Sokoto State and will investigate how visual merchandising elements influence impulse buying behavior. Data will be gathered from both fashion store managers and consumers. A limitation of the study is that it may not fully capture all the psychological and emotional factors that influence impulse buying, as these factors can vary widely among individual consumers.
Definitions of Terms
- Visual Merchandising: The practice of designing and arranging retail store environments, displays, and signage to attract and engage customers and influence their purchasing decisions.
- Impulse Buying: The unplanned or spontaneous purchase of an item by a consumer driven by immediate feelings, emotions, or attraction rather than need or prior intent.
- Store Layout: The physical arrangement of a store's interior, including aisles, product displays, and flow of traffic that impacts how customers experience and navigate the store.
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