Visual Persuasion and Purchase Intent: A Comprehensive Analysis of Retail Marketing Collaterals

Abstract

This research investigates the influence of various retail marketing collaterals on consumer behaviour, specifically focusing on their impact on consumer perception, decision-making, and impulse buying tendencies. Using a structured questionnaire administered to 105 respondents aged 18 to 65, the study analyses preferences related to promotional tools such as digital screens, posters, flyers, and product displays. Statistical tools including chi-square tests and regression analysis were employed to interpret the data. Findings reveal that digital screens are most effective in capturing consumer attention (38.1%), while informational content (35.2%) and promotions (33.3%) significantly influence purchase decisions. The study underscores the importance of well-designed marketing collaterals in shaping brand perception and driving sales, with implications for both in-store marketing strategies and future research directions.