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Visual merchandising displays' effect on consumer perceptions in Tshwane : an exploratory study into the South African apparel retail industry

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dc.contributor.advisor Cant, M. C. (Michael Colin), 1957-
dc.contributor.advisor Machado, Ricardo
dc.contributor.author Hefer, Yolande
dc.date.accessioned 2013-04-22T10:06:48Z
dc.date.available 2013-04-22T10:06:48Z
dc.date.issued 2013-04-22
dc.identifier.citation Hefer, Yolande (2013) Visual merchandising displays' effect on consumer perceptions in Tshwane : an exploratory study into the South African apparel retail industry, University of South Africa, Pretoria, <http://hdl.handle.net/10500/9043> en
dc.identifier.uri http://hdl.handle.net/10500/9043
dc.description.abstract This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. en
dc.format.extent 1 online resource (xi, 216 leaves)
dc.language.iso en en
dc.rights University of South Africa
dc.subject Visual merchandising display en
dc.subject Display settings en
dc.subject Consumer perceptions en
dc.subject Marketing stimuli en
dc.subject Consumer behaviour en
dc.subject Decision making process en
dc.subject Retail industry en
dc.subject Retailers en
dc.subject Marketing research process en
dc.subject.ddc 658.8710683
dc.subject.lcsh Retail trade -- South Africa -- Pretoria -- Marketing
dc.subject.lcsh Stores, Retail -- South Africa -- Pretoria
dc.subject.lcsh Display of merchandise
dc.subject.lcsh Consumers' preferences
dc.subject.lcsh Consumer behavior
dc.title Visual merchandising displays' effect on consumer perceptions in Tshwane : an exploratory study into the South African apparel retail industry en
dc.type Dissertation en
dc.description.department Business Management en
dc.description.degree M. Com. (Business Management)


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