BACKGROUND OF THE STUDY

1.1. Background

(window display, in-store form, floor merchandising, and promotional signage) simultaneously

have a significant impact on impulse buying, with percentage of impact of 19% while the

remaining 81% is impacted by other variables such as friendly service, quick responsive from the

employees, product quality and price.

Similarly, Arifah and Saputri (2017), Hudya (2018) have carried out a study to understand the

effect of visual merchandising, store atmosphere, and price on impulse buying at Miniso Store in

Indonesia. He concluded from the study that visual merchandising, store atmosphere and price

have a positive effect on impulse buying to MINISO consumers in the city of Padang, Indonesia.

Moving away from the factors that influence the impulse buying among Miniso customers, it is

also essential to understand the factors that influence customers to buy Chinese products because

Miniso is a Japanese designer brand which has actual country-of-origin: China. Miniso brand has

successfully established its operations globally and established mushrooming outlets particularly

in Asia. The buying behavior of customers for Chinese products is impacted by their perception

towards buying Chinese products. Sarwar et al. (2013) have suggested that the Malaysian

consumers are very conscious about the quality and price of Chinese products as the findings of

their study confirmed that price and product quality have positive significant influences on

buying the Chinese products.

2.2 Theoretical Framework

As mentioned above, the literature review of various scholars have contributed to identifying

some of the factors that influence the purchase intent of Miniso customers. Therefore, for this

research identifying the factors that influence the purchase intent of customers would be

sufficient in determining the reason for the rapid growth of Miniso stores in Nepal. As per the

literature review, the following variables have been identified.

2.2.1 Definition of variables

Dependent variable: This is the variable researcher is interested in. The goal of a research project

is to understand, predict, or explain the variability of this variable. The dependent variable is

identified as purchase intention in the context of literature reviews.

Independent variable: These are the variables or factors that influence the dependent variable

positively or negatively. The variance in the dependent variable is accounted for by the

independent variable. The independent variables identifies in regard to the comprehension of

literature review are as follows:

2.2.1. Definition of Variables

1. Quality of the product: It refers to the standards of the product in context to the benefits and

value perceived by the consumers. It also includes attributes of products like design, style,

durability, attractiveness, etc.

2. Price: It refers to the price of products set by the Miniso for the customers.

3. Impulse buying: mediated by variable visual merchandising/store layout and mood of the

customer.