n Gender and Behaviour - Visual merchandising displays : positive or negative effect on consumer behaviour?




Much has been said about visual merchandising displays and the effect it has on consumer behaviour. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer behaviour. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The main conclusions that could be drawn from the research is that the visual merchandising displays guide consumers in the direction of the products they are seeking and that it guides their product choice. The participants agreed that their buying behaviour is influenced on a subliminal level based on the quality of the visual merchandising displays and their personal preferences, including gender.


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