The Effects of the Store Window Type on Consumersâ Perception and Shopping Attitudes Through the Use of Digital Pictures

Abstract

This research focuses on determining the effects of a store window type (flat or arcade) on consumers’ perception of store windows (promotion, merchandise and fashion) and shopping attitudes (intentions for store entry and purchase) in the context of retail clothing sales. To test the assumption that there are relationships between various types of store windows and consumers’ perception of store windows and shopping attitudes, a study was organized based upon digital pictures of two types of store windows hypothetically located in a big store. According to the results, consumers seem to have a more positive perception of flat windows than arcade windows with respect to promotion, merchandise and fashion. Compared to females, males evaluated the store window more positively. Managerial implications are discussed and directions for future research are proposed.  Key Words: Store window, Clothing retail, Perceptions, Shopping attitude, Digital picture