A study of Retail Display and Impulse Buying Behavior

Sarmistha Sarma


Retail display plays an important role in the success of shopping experience in a retail environment.  The influence of retail display of the buying decision of the consumer more so of the impulse buying decision has been a case of debate and research for a long period of time.  India is a country where the retail revolution is at its growth stage at this time there is a need to analyse the parameters that lead to influence buying behavior of the consumers.  The present study seeks to identify and empirically conclude the role and relevance of certain parameters of retail display on the impulse buying behavior of the consumers.

Keywords: Impulse buying behavior, Retail display, Consumer behavior.

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