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The Effects of Store Window Types on Consumer Behavior

L
Lawrence Nagazina

The article studied the effects of different store window types on consumer perception and shopping attitudes. It examined flat windows versus arcade windows using digital pictures rated by consumers. The hypotheses were that flat windows would be perceived more positively as they allow browsing without pressure, and that perceptions may differ between males and females. The results showed whether the window types were viewed favorably or not in influencing shopping attitudes and intentions.

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The Effects of the Store Window Type on Consumers Perception and Shopping Attitudes Through the Use of Digital PicturesArticle by:Kemal Yildirim, Aysu Akalin-Bakaya, M. L端tfi HidayetoluPowerPoint by:Larry NagazinaG.U. Journal of Science20 (2): p. 33 40 (2007)
Plans of Store Windows StudiedExample AExample BFlat WindowsArcade Windows
Purpose of Store Window DisplaysTo 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 HypothesesHypothesis #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 StudiedExample A (Flat Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
Digital Pictures of Store Windows StudiedExample B (Arcade Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
Results of Findings
Results of FindingsNotes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.

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The Effects of Store Window Types on Consumer Behavior

  • 1. The Effects of the Store Window Type on Consumers Perception and Shopping Attitudes Through the Use of Digital PicturesArticle by:Kemal Yildirim, Aysu Akalin-Bakaya, M. L端tfi HidayetoluPowerPoint by:Larry NagazinaG.U. Journal of Science20 (2): p. 33 40 (2007)
  • 2. Plans of Store Windows StudiedExample AExample BFlat WindowsArcade Windows
  • 3. Purpose of Store Window DisplaysTo identify the store and its product (ex. promotion, merchandise, and fashion)To induce consumers to have shopping attitudes (intentions for store entry and purchase)
  • 4. Two HypothesesHypothesis #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.
  • 5. Digital Pictures of Store Windows StudiedExample A (Flat Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
  • 6. Digital Pictures of Store Windows StudiedExample B (Arcade Windows)1 2 3 4 5 6 7Unfavorable orStrongly DisagreeFavorable orStrongly Agree
  • 8. Results of FindingsNotes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.