International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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Effect of Visual Merchandising on Consumer Buying Behavior as Mediated by Advertising Effectiveness: A Mixed Methods Study

Author(s) Mary Joy M. Vasquez, Rosalia T. Gabronino
Country Philippines
Abstract The purpose of this study was to determine the mediating effect of advertising effectiveness (AE) on the relationship between visual merchandising (VM) and consumer buying behavior (CBB) of SMEs in Region XII. Using an explanatory sequential QUAN–QUAL mixed methods design, along with stratified sampling, systematic selection, and thematic analysis, data were collected from 400 consumers of SMEs in Region XII. In the mediation analysis in determining the mediating effect of AE on the relationship between VM and CBB which was found to be significant partial mediation in this study. Through in-depth interviews, data were integrated with the findings in the quantitative aspect of the study. The participants confirmed the relationships and the functions of the variables in the mediation model. With this merging confirmation integration, it can therefore be concluded that substantial evidence exists indicating that advertising effectiveness serves as a key mechanism through which managerial practices influence consumer buying behavior among SMEs in Region XII, as demonstrated by the partial mediation model.
Keywords business administration, visual merchandising, advertising effectiveness, consumer buying behavior, small and medium enterprises, industry innovation and infrastructure, responsible consumption and production, explanatory sequential design, thematic analysis, Region XII, Philippines
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-13
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.78363
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E-ISSN 2582-2160
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