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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: in-
store 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.
ACKNOWLEDGEMENTS
My experiences at the University of Georgia have been wonderful. I would like to
thank my advisor, Dr. Burgess, and the members of my thesis committee, Dr. Hathcote
and Dr. Kim for their Giúp and guidance. I would also like to thank Dr. Hardin, who has
given me an opportunity to study at the University of Georgia with constant
encouragement. It would not have been possible for me to be where I am now without
the great support of my family. Words cannot express my appreciation for my parents’
absolute faith and dedication. I’m thanking my husband and my lovely daughter, who
have always given me constant support and encouragement. This thesis is dedicated to
my family, especially to my lovely daughter, Sunah.
Download link :
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: in-
store 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.
ACKNOWLEDGEMENTS
My experiences at the University of Georgia have been wonderful. I would like to
thank my advisor, Dr. Burgess, and the members of my thesis committee, Dr. Hathcote
and Dr. Kim for their Giúp and guidance. I would also like to thank Dr. Hardin, who has
given me an opportunity to study at the University of Georgia with constant
encouragement. It would not have been possible for me to be where I am now without
the great support of my family. Words cannot express my appreciation for my parents’
absolute faith and dedication. I’m thanking my husband and my lovely daughter, who
have always given me constant support and encouragement. This thesis is dedicated to
my family, especially to my lovely daughter, Sunah.
Download link :
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