CIE A2 PSYCHOLOGY PART 2
Investigated effects of window display
and landscaping on consumer responses
Mower et al. (2012)
such as their liking, mood, intentions to
go to a shop, make purchases, and
whether they would revisit and
recommend the shop to tohers.
Online survey Participants’ task Store description Results? Patronage intentions
Was conducted with a sample Participants were asked to All description included details It showed that the presence of Patronage intentions include
of 180 students (mostly imagine buying a new pair of of the building. These varied in a window display and the desire to visit and buy
females) from an American jeans. Then they read the terms of either having window landscaping both positively products from the shop as well
University. description of a store exterior of displays or landscaping, or both influenced liking of the store as intentions to revisit and
a small clothing shop from a being absent. This was to test exterior as well as intentions to recommend the shop. Liking of
website. the effects of these variables. shop there. store exteriors increased
pleasure and arousal leading to
increased patronage intentions.
Types of interior design
THE INTERIOR DESIGN OF THE
STORE IS ALSO SIGNIFICANT
IN INFLUENCING CONSUMER
BEHAVIOR.
THERE ARE 3 MAIN LAYOUTS:
G
GRRI
IDD F
FRRE
EEEF
FOOR
RMM R
RAAC
CEET
TRRA
ACCK
K
GRID
Most used for
supermarkets and
convinience stores.
The long aisles allow
customers to weave up
and down.
Impulse items (treats)
tend to be at the front.
Essential items (milk/rice)
tend to be at the back.
GRID
Therefore, customers walk past the impulse
items to get to the essentials, which encourages
them to spend more.
All similar items are grouped together for easy
shopping and construction of shelving.
Grid is beneficial because it is easy and familiar
to customers, making traffic predictable enough
to place promotions effectively.
This layout can however confuse customers if
they do not understand item grouping.
Not finding the essential items directly and the
lack of creativity may cause frustration.
FREEFORM
This layout does not follow any specific rules or criteria
and customers can free to head to any direction.
They are encouraged to wander and browse items, often
01 leading to impulse buys. Best suited for gift shops and
boutiques.
If done well, this layout can be a really positive
02
experience for the customer.
However, it can be difficult to get right and can be
03 cluttered or confusing to the customer.
RACETRACK
This layout is designed so that the route takes a
form of a loop from the starting point, all the way
around the store and past all merchandise and
through check-out and exit. Famously used by
Main purpose IKEA and other departmental stores.
1. It leads to a maximum exposure of
merchandise to customers,
encouraging more purchases.
2. It allows predictable
traffic pattern, making it
easier for promotions and
high-end products visible
3. The downsides are that
customers are not able to
browse as they wish which
may make it frustrating and
time-consuming if they
intend to buy specific items.
Thank
You
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