Empirical Economics Letters, 22 (Special Issue 1) : (September 2023) 1 Impact of Visual Merchandising on Impulse Purchase of Biscuits from Reliance Smart Outlets across Palakkad City Mr. Aravind Krishnan * , Dr. R. Moses Daniel ** Nehru College of Management, Coimbatore, Tamilnadu, India Abstract : This study delves into the intricate connection between impulse purchase behavior and visual merchandising, with biscuits serving as the focal point for investigation. It thoroughly examines diverse facets of visual merchandising and its potent role in captivating customers and stimulating sales. The interrelationship between the variables is substantiated through rigorous application of Chi-Square tests. Impulse purchase is contingent upon the initial allure that evokes a customer's interest at the moment of purchase. Keywords-Visual Merchandising, Impulse Purchase, Buying Behaviour, Kerala, Biscuit JEL Classification Number : M37,M20 1.Introduction Consumers engage in purchasing goods from stores, whether through planned or unplanned decisions. These retail establishments witness the daily sale of numerous items, and customers acquire them based on their income levels. The frequency and quantity of store visits for purchasing goods are directly tied to individuals' financial resources. Interestingly, buyers often find themselves purchasing items they had not originally intended to, a phenomenon commonly referred to as impulse buying. Abratt and Goodey (1990 emphasized the global significance of studying impulse purchases in supermarkets, highlighting its relevance to both manufacturers and retailers. Sagini Thomas Mathai (2014 further explains that each individual possesses a distinctive personality and behaviour pattern, contributing to their unique consumer behavior. These psychological attributes play a substantial role in shaping consumers' decision-making processes during the act of purchasing. Visual merchandising in food retailing, on the other hand, remains relatively unstudied and under-practiced because small margins in the food category frequently necessitate strict cost control, which leads to neglect of visual merchandising. At the same time, food stores require good store design and visual merchandising in particular because they sell the majority of merchandise that is readily available in other stores and heavily depend on self- * Research Scholar, Corresponding Author, Email: kichukicks2610@gmail.com ** Principal, Nehru College of Management, Coimbatore, Tamil Nadu, India Empirical Economics Letters, 22 (Special Issue 1) : (September 2023) ISSN 1681 8997 https://doi.org/ 10.5281/zenodo.10153271