Paper Title
Is there a Link between Visual Merchandising and Consumer Impulse Purchases? A Study with Special reference to Apparels in Punjab

Abstract
In India, the value of visual merchandising has been overlooked, but in recent years, it has piqued the interest of young people and is assisting merchandisers in overcoming the challenge of attracting clients to their stores. In Punjab, the culture of shopping in malls and complexes is exploding, and to my knowledge, no research has been done on the effects of visual merchandising on consumer impulse buying in apparels. Previous research in this area has been limited and unexplored outside of India, particularly in Punjab. This study tries to address the specific challenge that merchandisers confront when it comes to making good use of visual signals directed at clients in order to draw them to their stores and encourage them to buy clothes. Keywords - Impulse Buying Behavior, Visual Merchandising, Apparels Industry.