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Visual Merchandising Displays: Wasted Effort Or Strategic Move? The Dilemma Faced By Apparel Retail Stores

Show simple item record Hefer, Yolande Cant, Michael 2016-03-24T13:02:16Z 2016-03-24T13:02:16Z 2012-10
dc.identifier.citation Cant, M.C. & Hefer, Y.2013. Visual Merchandising Displays’ Effect On Consumers: A Valuable Asset Or An Unnecessary Burden For Apparel Retailers. The Journal of Applied Business Research.Vol. 28 (6), November/December 2012 en
dc.identifier.issn 0892-7626‎
dc.description.abstract Several consumers think they only purchase products when they go shopping, however time and time again they purchase the experience of shopping as well. The experience of shopping is highly influenced by the visual merchandising displays (also known as feature areas where merchandise is presented) used in store. Much has been said about visual merchandising displays and the effect it has on consumer behaviour. The way products are displayed and promoted in apparel retail stores can have a vast impact on consumer responses and how much merchandise the retailer sells. The main research question explored the effect visual merchandising displays have on consumer behaviour. Explorative research was deemed to be the most appropriate for this study and qualitative data was collected. Focus groups were used to collect the first round of data, where after naïve sketches were used to support the findings. The focus groups and naïve sketches were analysed by means of thematic analysis. The findings indicated that the visual merchandising displays guide consumers in the direction of the products they are seeking and that it also guides their decisions. The participants agreed that their buying behaviour is influenced on a minence of the visual merchandising displays, as well as their personal preferences and gender. en
dc.language.iso en en
dc.subject Visual Merchandising Displays en
dc.subject Retail Industry en
dc.subject Apparel Retailers en
dc.subject Consumer Behaviour en
dc.subject Subliminal en
dc.subject Gender en
dc.title Visual Merchandising Displays: Wasted Effort Or Strategic Move? The Dilemma Faced By Apparel Retail Stores en
dc.type Article en
dc.description.department Marketing and Retail en

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