The Effect of Fashion Store Layout and Misual Merchandising on Female Consumer Walking Patterns: a Systems Perspective
This paper presents a systems perspective on fashion consumers’ walking patterns and in-store behaviour, as influenced by the fashion store layout and visual merchandising subsystems. A qualitative approach through observations and unstructured interviews revealed the influence of consumer walking patterns and store subsystems on purchasing behaviour. A categorization of different fashion consumers, namely total image, category specific and purpose driven, emerged from this relationship. Differences between the consumer categories, expressed in the way fashion store departments are experienced, resulted in negative or positive inputs into the store system. Visual merchandise is influential in determining consumer walking patterns and purchasing behaviour.
Citation:
Elizabeth Kempen, Daleen Van der Merwe, and Nadine Sonnenberg (2006) ,"The Effect of Fashion Store Layout and Misual Merchandising on Female Consumer Walking Patterns: a Systems Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 38-39.
Authors
Elizabeth Kempen, Department of Consumer Sciences, North-West University, Potchefstroom, South Africa
Daleen Van der Merwe, Department of Consumer Sciences, North-West University, Potchefstroom, South Africa
Nadine Sonnenberg, Department of Consumer Sciences, North-West University, Potchefstroom, South Africa
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006
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