Visual merchandising impact on impulse buying behaviour

ENThe main purpose of this paper is to define what visual merchandising elements make the highest impact on consumer buying behaviour. This article research question is what visual merchandising elements are the most important for consumers in Lithuania when shopping in specialised clothing and footwear stores. The results of the empirical survey that was carried out in clothing and footwear stores as presented in this article suggest that two elements of visual merchandising - window displays and in-store design - make the highest impact on impulse buying in Lithuania in clothing and footwear stores.

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