Abstract
This research focuses on determining the effects of a storewindow 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 relationshipsbetween various types of store windows and consumers perception of storewindows and shopping attitudes, a study was organized based upon digitalpictures of two types of store windows hypothetically located in a big store.According to the results, consumers seem to have a more positive perception offlat windows than arcade windows with respect to promotion, merchandise andfashion. Compared to females, males evaluated the store window more positively.Managerial implications are discussed and directions for future research are proposed.
Originally Published in G. U. Journal of Science:
About the Authors:
The authors are associated with Department of Furniture& Decoration, and Department of Architecture of Gazi University and Departmentof Interior Architecture, Selcuk University, Konya, respectively.
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