Effect of Visual Merchandising on Apparel Impulse Buying Behaviors among Iranian Young Adult Females Meysam Moayery 1* , Samar Zamani 2 and Hosein Vazifehdoost 3 1 Department of Textile Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran; meysam.moayery@gmail.com 2 Department of Business management, Abhar Branch, Islamic Azad University, Abhar, Iran; Samar_zamani@yahoo.com 3 Department of Executive Management, Science and Research Branch, Islamic Azad University, Tehran, Iran; vazifehdust@yahoo.com Abstract The purpose of this paper is to investigate the relation between apparel impulse buying behavior and visual merchandising among Iranian young adult females. For this purpose a sample of 150 young adult females in Iran complete the question- naire which contained measures of impulse buying, window display, in store form/mannequin display, floor merchandising, promotional signage, cross merchandising design. The outline for analysis is as follows: first, descriptive statistic and fre- quency table. Then Kolmogorov-Smirnov test, principal component analysis with reliability test, Pearson correlation test. Finally, multiple linear regression analysis for hypotheses testing and BETA analysis to illustrate the greater effect on im- pulse buying. The results of the present study prove that there is a pivotal relation between Iranian young adult females’ impulse buying behavior and three types of visual merchandising practices: window display, in store form/mannequin and promotional signage. The findings are useful for retailers to perceive the nature of impulse buying behavior and fac- tors, such as visual merchandising, which can influence consumer’s impulse buying behaviors. Keywords: Consumer Behavior, Impulse Buying Behavior, Visual Merchandising *Author for correspondence Indian Journal of Science and Technology, Vol 7(3), 360–366, March 2014 ISSN (Print) : 0974-6846 ISSN (Online) : 0974-5645 1. Introduction It is claimed that four out of five percent of all purchases in special product categories is allocated to impulse buy- ing in USA and it makes up $4 billion annually 1 . We are cognizant of the importance of developing and effective strategy because completion in retail sector have been increasing during last years 2 . Previous research in Iran proved that women are more engaged in apparel impulse buying than men 3 . In addition, other researches in Iran showed that merchandising can influence consumer’s buying behavior 4 . In a research by Kim 10 , it is proved that in store display and promotional signage can influence college’s apparel impulse buying behavior 10 . As men- tioned, although researches in Iran have investigated the impulse buying behavior and merchandising separately, they have never investigated the relation between apparel impulse buying behavior and visual merchandising and how visual merchandising might increase apparel impulse buying in consumer. erefore, the purpose of our study was to identify the factors which might influence Iranian young adult females’ apparel impulse buying behavior and to complete previous research such as Kim’s research which investigated four items of visual merchandising. 2. Literature Review 2.1 Importance of Consumer Behavior in Marketing Hoyer et al. suggest that consumer buying behavior study involves understanding whether, why, when, where, how, how much, how oſten and how long consumers will buy 6 . It is crucial for marketer to have the ability of controlling