2026-10-24T07:15:57Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008831 2024-09-04T06:22:23Z 1582963436320:1582965660463

The Effect of Visual Merchandising Factors on Shopping Enjoyment and Consumer Impulse Buying Behaviour of Next Generation Clothing Stores in Yangon ( Sandi Thin Thin Zaw, 2023) Sandi Thin Thin Zaw The objectives of this study are to analyse the effect of visual merchandising factors on shopping enjoyment and to examine the effect of shopping enjoyment on consumer impulse buying behaviour of Next Generation Clothing Stores in Yangon. There are twelve branches of Next Generation clothing stores in Yangon. Raosoft’s formula was used to calculate the sample size as the population was unknown. The sample size was 267 customers who were asked a structured questionnaire by using systematic random sampling method. Every fifth customers who came to buy the products to stores during working hours were selected to conduct the survey. 193 out of 267 customers responded complete answers to analyze the primary data. Descriptive method and regression method were used in this study. According to the regression analysis, the findings show that among four variables of visual merchandising, store layout and promotional signage have positive effects on shopping enjoyment. It is also found that the shopping enjoyment has a significant effect on consumer impulse buying behaviors of Next Generation clothing stores in Yangon. Therefore, Next Generation clothing stores should reinforce the usage of promotional signage and store layout display to create a favourable shopping environment. Next Generation clothing stores should also invest in improving the store environment to increase impulse buying in their stores. 2023-01-01 https://meral.edu.mm/records/8831