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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

  1. 1. “The Effects of the Store Window Type on Consumers’ Perception and Shopping Attitudes Through the Use of Digital Pictures”<br />Article by:<br />Kemal Yildirim, Aysu Akalin-Başkaya, M. Lütfi Hidayetoğlu<br />PowerPoint by:<br />Larry Nagazina<br />G.U. Journal of Science<br />20 (2): p. 33 – 40 (2007)<br />
  2. 2. Plans of Store Windows Studied<br />Example A<br />Example B<br />Flat Windows<br />Arcade Windows<br />
  3. 3. Purpose of Store Window Displays<br />To identify the store and its product (ex. promotion, merchandise, and fashion)<br />To induce consumers to have shopping attitudes (intentions for store entry and purchase)<br />
  4. 4. Two Hypotheses<br />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.<br />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.<br />
  5. 5. Digital Pictures of Store Windows Studied<br />Example A (Flat Windows)<br />1 2 3 4 5 6 7<br />Unfavorable or<br />Strongly Disagree<br />Favorable or<br />Strongly Agree<br />
  6. 6. Digital Pictures of Store Windows Studied<br />Example B (Arcade Windows)<br />1 2 3 4 5 6 7<br />Unfavorable or<br />Strongly Disagree<br />Favorable or<br />Strongly Agree<br />
  7. 7. Results of Findings<br />
  8. 8. Results of Findings<br />Notes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.<br />

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