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The Effects of Store Window Types on Consumer Behavior
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The Effects of Store Window Types on Consumer Behavior

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The Effects of Store Window Types on Consumer Behavior The Effects of Store Window Types on Consumer Behavior Presentation Transcript

  • “The Effects of the Store Window Type on Consumers’ Perception and Shopping Attitudes Through the Use of Digital Pictures”
    Article by:
    Kemal Yildirim, Aysu Akalin-Başkaya, M. Lütfi Hidayetoğlu
    PowerPoint by:
    Larry Nagazina
    G.U. Journal of Science
    20 (2): p. 33 – 40 (2007)
  • Plans of Store Windows Studied
    Example A
    Example B
    Flat Windows
    Arcade Windows
  • Purpose of Store Window Displays
    To identify the store and its product (ex. promotion, merchandise, and fashion)
    To induce consumers to have shopping attitudes (intentions for store entry and purchase)
  • Two Hypotheses
    Hypothesis #1: It is believed that consumers perceive flat windows as more positive than arcade windows. This is because the freedom to browse a store without the pressure from a salesperson to buy is important to the consumer.
    Hypothesis #2: It is believed that window displays are perceived differently by males and females. Example, male consumers are more positive towards window perception than the female consumers.
  • Digital Pictures of Store Windows Studied
    Example A (Flat Windows)
    1 2 3 4 5 6 7
    Unfavorable or
    Strongly Disagree
    Favorable or
    Strongly Agree
  • Digital Pictures of Store Windows Studied
    Example B (Arcade Windows)
    1 2 3 4 5 6 7
    Unfavorable or
    Strongly Disagree
    Favorable or
    Strongly Agree
  • Results of Findings
  • Results of Findings
    Notes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.