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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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Authors
S.Soundhariya ,Dr.C.Swarnalatha
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Keywords
window Display, Visual Merchandising, Impulse Purchase, External Atmosphere, Purchase Decision.
Abstract
Window display is one of the techniques of visual merchandising in which merchandise of the store is displayed in the store window. Visual merchandising is presenting the store and its products in a neat and attractive manner to increase sales. Window display is very important tool because it creates lasting first impression in the minds of the customers. People hardly give 2-2.5 seconds of their time to see the window display. Retailers or visual merchandisers should design the window in such a way that within those seconds they should convert the onlookers into customers. Window display clearly tells what the store is selling. Window display conveys what customer can expect from the store. Window display is the first contact between customer and store. Attractive and informative window display has the ability to convert onlookers into potential customers. Window display saves the time of the customers by providing information about the products sold in the store thus enabling decision making simple for the customers. Window display helps in generating interest and curiosity of the customers about the product and brand offered by the store. Store window is the important external atmospheric variable reason for impulse purchase of the customers. previous researches does not throw light on window display more which is often an less observed external atmospheric variable in purchase decision. Recently many researchers have understood the importance of window display in purchase decision .This paper discuss about overview of window display, its importance, types, window display effect on impulse purchase, its importance in visual merchandising and guidelines for designing an effective window display.
IJCRT's Publication Details
Unique Identification Number - IJCRT1813209
Paper ID - 188041
Author type - Indian Author
Page Number(s) - 939-942
Pubished in - Volume 6 | Issue 2 | APRIL 2018
DOI (Digital Object Identifier) -
No Of Downloads - 1131
Author Country - India, 411028, Pune, Pune, 411028, Science & Technology
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Published Paper PDF : - http://www.ijcrt.org/papers/IJCRT1813209
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S.Soundhariya ,Dr.C.Swarnalatha, "WINDOW DISPLAY- AN OVERVIEW", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.6, Issue 2, pp.939-942, APRIL 2018, Available at :http://www.ijcrt.org/papers/IJCRT1813209.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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