Compostional Design as Sale Strategy: Shopping mall window display

Article Sidebar

PDF
Issue
Vol. 1 No. 1 (2016): Dec (Maiden)
Published: Dec 1, 2016
DOI: https://doi.org/10.21834/jabs.v1i1.167
Keywords:
Window Display, Design Elements, Compositional Settings,
Crossref
Scopus
Google Scholar
Europe PMC

Main Article Content

Thitipann Kernsom
Arch.D. Program, in Multidisciplinary Design Research, Faculty of Architecture, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand
Nopadon Sahachaisaeree
Assoc. Prof., Ph.D. program in Multidisciplinary Design Research, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand

Abstract

This research was undertaken applying the “stimulus-organism-response” theory with two objectives: to ascertain determinants of window display intertwined with product messages and strategies; to study perceptions on window display conveying positioning, value, and quality of products creating customer’s desire to visit and purchase. Significant findings are for fashionable products to employ a single merchandising approach with large window size; accessories to utilize warm background color and not showing in-store; eyewear, jewelry, and watch products to showcase through images of presenters wearing them; luggage to use accent-lighting to brighten itself. Additionally, the effects of visual stimuli affected consumers’ cognitive and affective reactions.

Article Details

How to Cite
Kernsom, T., & Sahachaisaeree, N. (2016). Compostional Design as Sale Strategy: Shopping mall window display. Journal of ASIAN Behavioural Studies, 1(1), 7–15. https://doi.org/10.21834/jabs.v1i1.167

License

Copyright (c) 2016 Thitipann Kernsom, Nopadon Sahachaisaeree

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

References

Babin, B.J., Hardesty, D.M., & Suter, T.A. (2003). Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of business research, 56, 541-551.

Chebat, J. C., & Morrin, M. (2007). Colors and cultures: Exploring the effects of mall décor on consumer perceptions. Journal of business Research,60, 189-196.

Diamond, J., & Diamond, E. (2007). Contemporary visual merchandising environmental design (4th ed.). New Jercy, NJ: Upper Saddle River.

Fister, S.E. (2009). Consumers’ Shopping Value and their Responses to Visual Merchandise Displays in an In-store Retail Setting. Master Thesis, Oregon state university, USA.

Ha, Y. (2006). The influence of online visual merchandising on consumer emotions: moderating role of consumer involvement. Doctoral dissertation, Ohio State University, USA.

Hothersall, D. (2004). History of Psychology (4th ed.). New York, NY: McGraw Hill.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, CT: MIT Press.

Morgan, T. (2008). Visual merchandising: Window and in-store displays for retail. Laurence king publishing ltd.

Noel, H. (2009). Basics marketing 01: Consumer behaviour. UK: AVA Publishing Limited, 94-99.

Pegler, M. M. (1983). Visual merchandising and display: The business of presentation. New York, NY: Fairchild Publications.

Schiffman, L.G. & Kanuk, L.L. (2000). Consumer behavior (7th ed.). New Jersey, NJ: Prentice-Hall, inc., 63-91.

Summers, T.A. & Hebert, P.R., (2001). Shedding some light on store atmospherics influence of illumination on consumer behavior. Journal of business research, 54, 145-150.

Ti, C. (2009). The effects of window display setting and background music on consumers’ mental imagery, arousal response, attitude, and approach-avoidance behavior. Master thesis, Oregon state university, USA.

Thang, D.C.L. & Tan, B.L.B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of retailing and consumer services, 10, 193-200.

Turner, J. (1994). Lighting: An introduction to light, lighting and light use. London, UK: B.T. Batsford.