Window Display Targeting Adolescent Purchasers: Users’ merchandising perceptual response

  • Kanokwan Somoon Graduate Faculty of Architecture, Program in Multidisciplinary Design Research, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand
  • Nopadon Sahachaisaree Program in Multidisciplinary Design Research, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand

Abstract


Window displays, as a part of selling strategies, not only convey the type and positioning of mechanize, but also the promotional strategies and corporate images. The study uses window displays for clothing to examine patterns, selling strategies, merchandize types, and target groups. It investigates the effects of design elements on the customers perceptual responding to configurations. The theoretical framework bases on marketing concepts, visual perception principles, Gestalt psychology, and design’s principle and elements. Research found that 14 factors in the design affected to perception. The study perception indicates that purchasing desire and attraction had more relation.


Keywords: Window displays, Clothing Display, Design Guideline, Versaul Merchanding, Selling Strategies


eISSN 2514-7528 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

Published
2018-03-16
How to Cite
SOMOON, Kanokwan; SAHACHAISAREE, Nopadon. Window Display Targeting Adolescent Purchasers: Users’ merchandising perceptual response. Journal of ASIAN Behavioural Studies, [S.l.], v. 3, n. 7, p. 183-188, mar. 2018. ISSN 2514-7528. Available at: <https://jabs.e-iph.co.uk/index.php/jABs/article/view/271>. Date accessed: 22 june 2018. doi: https://doi.org/10.21834/jabs.v3i7.271.
Section
Articles

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