How Mannequins and Signboards Drive Shoppers to Spend: Study Reveals Visual Merchandising's Hidden Influence

Faridabad, India – July 12, 2025
A groundbreaking study conducted in Delhi and the National Capital Region (NCR) reveals that visual merchandising elements—especially in-store mannequins and promotional signage—significantly influence consumers to make unplanned, impulse purchases.

The study, authored by Dr. Abu Bashar from Brown Hills College of Engineering & Technology, (Currently working with Gulf University, Bahrain) and Irshad Ahmad, highlights the powerful, often subconscious role that retail aesthetics play in shaping consumer behavior. At a time when brick-and-mortar retailers are battling online giants, these findings offer a roadmap for using strategic visual cues to boost in-store sales.

“Impulse buying is not just about the product—it’s about the experience, the environment, and how products are visually communicated,” said Dr. Bashar.

Impulse Buying: Emotional, Unplanned, and Influenced by Design

Impulse buying—defined as sudden, unplanned purchases driven by emotions—has long intrigued marketers and psychologists. The study emphasizes that such behavior is triggered not by necessity but by sensory and emotional stimuli, many of which are controllable within the retail space.

The researchers focused on four primary visual merchandising techniques:

1. Window Displays
2. In-Store Form/Mannequin Displays
3. Floor Merchandising (product arrangement in aisles)
4. Promotional Signage (sale boards, limited-time offers)

Key Findings: What Really Works

Using data from 250 respondents across malls and shopping centers in Delhi & NCR, the study employed Pearson correlation and regression analysis via SPSS software. The results are telling:

The statistical significance confirms that well-placed mannequins and eye-catching signs are the most effective in pushing consumers toward instant buying decisions—often without prior intent or planning.

“Retailers shouldn’t underestimate the emotional and psychological pull of good visual merchandising,” the authors emphasize.

Who Are the Most Impulsive Shoppers?

The demographic analysis revealed that:

• The majority of impulse buyers fall in the 25–39 age bracket.
• Females (51.6%) slightly outpace males in impulse purchases.
• Most respondents had disposable income between ₹5,000–₹15,000/month.
• 65% worked in the private sector, suggesting that young professionals are key targets.

Further, nearly 90% of participants visit stores multiple times per week, indicating high exposure to visual merchandising tactics.

Retail Strategy Recommendations

For marketers and store managers, the message is clear:

• Invest in in-store mannequins to create relatable and aspirational product presentations.
• Use promotional signage effectively to create urgency and visual triggers.
• Window displays and aisle setups should be used as supportive, rather than primary, tools in visual marketing.

“First impressions matter—but it's the in-store experience that seals the deal,” the study concludes.