Merchandise Display Affects Store Image

This research provides an understanding of how retail merchandise display affects store image according to the perception of consumers, as well as investigating consumers’ preferences for and patronage behaviour towards different merchandise displays in the store. Means-End Approach was used. Data were collected from 30 aged 18-30 fashion lover interviewees. The data were then summary coded into attributes, consequences and values in order to construct a hierarchy value map, offering a framework for retailers to look at important elements of merchandise display so as to develop a suitable retailing strategy that matches with the store image.

Key Words - Merchandise Display, Store Image, Means-End Approach, Fashion Retailing, Visual Merchandising



Citation:

Jessie Kwai Ying Chan and Priscilla Y. L. Chan (2007) ,"Merchandise Display Affects Store Image", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 408-414.

Authors

Jessie Kwai Ying Chan, Institute of Textiles and Clothing, The Hong Kong Polytechnic University
Priscilla Y. L. Chan, Institute of Textiles and Clothing, The Hong Kong Polytechnic University



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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