EFFECT OF STORE WINDOW DISPLAY ON IMPULSE BUYING STREET FOOD IN TIRUPPUR CITY

This study examines the effect of store window display on impulse buying behaviour of street food customers in Tiruppur City. Street food vendors largely depend on visual attraction to draw customers and stimulate unplanned purchases. The research is based on primary data collected from 116 respondents and secondary data from journals and books. A convenience sampling method was adopted. Tools such as percentage analysis and Chi-square test were used to analyse the data. The study reveals that visual display elements like lighting, arrangement, colour, hygiene and menu boards significantly influence impulse buying behaviour. The findings highlight the importance of attractive food presentation for increasing spontaneous customer purchases among street food.