Effect of visual merchandising techniques on the impulsive buying behavior of apparel customers in the Tiruchirapalli city

India has sustained the title “World’s fastest growing economy” as per IMF revelation. Even though there are some economic slowdowns, the purchasing power of consumers hasn’t come down. The same may be substantiated from the sales figures of e-commerce giants which surpassed 30 k crores. Visual merchandising is something different. Experiencing a product from the display and buying the same through the persuasion. Visual merchandising is especially important for the fashion business. There is a crucial relationship between the impulse buying of college students and the visual merchandising techniques like promotional signage and mannequin display (Jiyeon Kim,2003).Profitability of fashion business will not be owed to designing alone. Marketing plays an obdurate role in the fashion business. In this study, authors explored the visual merchandising techniques and its impact on Impulsive buying behavior of the apparel lovers. While earlier studies focused on interior and exterior look and feel of the stores which are basically induced the impulse buying of the consumers, nowadays preferred towards green buying behavior. This study included a new variable named “Corporate identity” which demonstrates the trust and longevity of the store. In near future, corporate identity might be named for those stores who sell green apparel products, which still we need miles to go in our country.