Window displays

Abstract

It is necessary to understand the importance of visual merchandising within the retail environment and how it captures the attention of customers. Included in visual merchandising is window display which serves many functions for retailers, but ultimately serves a purpose to sell merchandise and is an important marketing tool. Window displays have been researched very little within the retail industry. The purpose of this study is to determine how window displays are significant when consumers are trying to make a purchase decision. This study examines three types of window display: store image, theatrical, and promotional; to determine which one is most effective for a specific target market. Results from this research show that there is a significant relationship between window displays and consumer purchase decisions. The display consumers chose as the one most likely to make a purchase from was the promotional window display.