The Effects of Store Window Display on Customers Perception and Attitude in Retail Clothing Outlets

Abstract

This research focuses on determining the effects of a window display (flat or arcade or corner) on consumers’ perception 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 undertaken. According to the results, consumers seem to have a more positive perception of arcade windows which acts as a motivational aspect for purchasing of clothes in retail outlets. Incase of establishing relationship between demographic variables of the respondents with their perception towards window display, it was found that Age and Occupational status of the respondents have significant relationship with the customers perception towards store window display at 5% level of significance.