INFLUENCE OF WINDOW DISPLAY IN IMPULSE BUYING BEHAVIOR OF TOURISTS –AN ANALYSIS ON THE BASIS OF EDUCATION
Author(s):
RAJITHA XAVIOR, Dr.UMESH U
Keywords:
Impulse buying, Window display, Influence, Tourists, Unplanned purchase.
Abstract
Impulse buying is defined as “any purchase that a shopper makes and has not been planned in advance” (Bellenger et al., 1978; Stern, 1962). Shopping is an unavoidable moment for tourists. Window display in the retail stores influence tourists for impulse buying. The purpose of this research is to examine the influence of window display in the impulse buying behavior of tourists. The study was conducted by using both primary and secondary data and the primary data were collected from 100 tourists visited Kerala. The result of the study proves that window display in the retail store influence the tourists for impulse buying. The study reveals that the tourists having SSLC qualification are more influenced by window display for impulse buying.
Article Details
Unique Paper ID: 152894

Publication Volume & Issue: Volume 8, Issue 4

Page(s): 758 - 760
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