Paper Title
Visual Merchandising and Impulse Buying Behaviour - A Study with Special Reference to Apparels in Punjab

Abstract
The purpose of this study was to see if there was a link between respondents' spontaneous purchase behaviour and different styles of visual merchandising. 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. The study found that visual merchandising methods have a significant impact on respondents' impulse purchase behaviour. The findings revealed that there were substantial links between respondents' spontaneous purchases and window and in-store/mannequin displays. Keywords - Impulse buying Behavior, Visual Merchandising, Apparels industry.