Call me and I’ll go: the effect of shop window display on buying behavior of Brazilian customers in fashion retail
DOI:
https://doi.org/10.5902/1983465933189Abstract
From a theoretical reference on consumer behavior in traditional retail, this article explores the role of window display as a predictor of store entry and purchase decision. The study carried out in a Brazilian capital is a replication of Sen, Block and Chandran’s (2002) seminal research and had 364 participants. Data were analyzed by structural equation modeling. Results indicate fashion trend, price and sale information as the main drivers of the decision to enter the store, which is the most relevant factor for consumers when deciding to buy a product. These findings confirm not only the relationship between window display and decision making, but they reveal window display as an antecedent of consumer decision making in traditional retail. Additionally, our findings show the sensitivity of Brazilian consumer to novelty and fashion trends, as well as their predisposition to enter stores and purchase products when they are on sale or when payment alternatives are announced. Regarding academic contributions, this is a first step in understanding retail shopping experience, being window display the staring point. Thus, studies on store atmosphere, visual identity construction as well as price strategies can benefit from this content. Considering also the growth of e-commerce and the need to attract consumers to the physical stores, these results contribute to the studies on retail business strategies, suggesting the relationship between the effect provoked by window displays and business performance.
Downloads
References
ABREU, C. B. O comportamento do consumidor diante da promoção de vendas: um estudo da relação preço-qualidade percebida. Revista de Administração de Empresas, v. 34, n. 4, p. 64-73, 1994.
BAKER, J.; PARASURAMAN, A.; GREWAL, D; VOSS, V.B. The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, v. 66, n. 2, p. 120-141, 2002.
BALLANTINE, P. W.; PARSONS, A.; COMESKEY, K. A conceptual model of the holistic effects of atmospheric cues in fashion retailing. International Journal of Retail & Distribution Management, v. 43, n. 6, p. 503-517, 2015.
BARKI, E.; BOTELHO, D.; PARENTE, J. Varejo: desafios e oportunidades em mercados emergentes. Revista de Administração de Empresas, v. 53, n. 6, p. 534-538, 2013.
BELL, D. R.; CORSTEN, D.; KNOX, G. From point of purchase to path to purchase: How preshopping factors drive unplanned buying. Journal of Marketing, v. 75, n. 1, p. 31-45, 2011.
BOTELHO, D.; URDAN, A. T. Lealdade à marca e sensibilidade ao preço: um estudo da escolha da marca pelo consumidor. Revista de Administração Contemporânea, v. 9, n. 4, p. 163-180, 2005.
BRUCKS, M. The effects of product class knowledge on information search behavior. Journal of Consumer Research, p. 1-16, 1985.
CARDOSO, M.; DAROLT, E.; SILVA, P. E. M. O Comportamento Do Consumidor Nas Plataformas Digitais: A Pesquisa Por Informação No Segmento Da Moda. Razón y Palabra, n. 93, p. 46, 2016.
CORNELIUS, B.; NATTER, M.; FAURE, C. How storefront displays influence retail store image. Journal of Retailing and Consumer Services, v. 17, n. 2, p. 143-151, 2010.
DE TONI, D.; LARENTIS, F.; MATTIA, A. A.; MILAN, G. S. A imagem do comércio varejista e a satisfação dos consumidores: um estudo exploratório ambientado em uma cidade da Serra Gaúcha. Revista Base (Administração e Contabilidade) da UNISINOS, v. 8, n. 1, 2011.
DELGADO, Daniela. Fast fashion: estratégia para conquista do mercado globalizado. Moda Palavra e-periódico, v. 1, n. 2, 2008.
ENGEL, J. F.; BLACKWELL, R. D.; MINIARD, P. W. Customer behavior. Hinsdale, IL: Dryden, 1990.
ESPINOZA, F. S.; D'ANGELO, A. C.; LIBERALI, G. A influência da atmosfera de varejo sobre os consumidores. Revista de Administração-RAUSP, v. 40, n. 2, 2005.
ESPINOZA, F. S.; HIRANO, A. S. As dimensões de avaliação dos atributos importantes na compra de condicionadores de ar: um estudo aplicado. Revista de Administração Contemporânea, v. 7, n. 4, p. 97-117, 2003.
FEIJÓ, F. R.; BOTELHO, D. Effect of factors related to merchandising on retail sales. Revista de Administração de Empresas, v. 52, n. 6, p. 628-642, 2012.
FRINGS, G. S. Moda: do conceito ao consumidor. Bookman Editora, 2012.
GREWAL, D.; ROGGEVEEN, A. L.; NORDFÄLT, J. The future of retailing. Journal of Retailing, v. 93, n. 1, p. 1-6, 2017.
HAMBLETON, R. K.; KANJEE, A. Enhancing the validity of cross-cultural studies: Improvements in instrument translation methods. Anais do American Educational Research Association, Atlanta, 1993.
KAHN, B. E. Using visual design to improve customer perceptions of online assortments. Journal of Retailing, v. 93, n. 1, p. 29-42, 2017.
KOTLER, P. Atmospherics as a marketing tool. Journal of Retailing, v. 49, n. 4, p. 48-64, 1973.
LANG, C.; ARMSTRONG, C. M.; BRANNON, L. A. Drivers of clothing disposal in the US: An exploration of the role of personal attributes and behaviours in frequent disposal. International Journal of Consumer Studies, v. 37, n. 6, p. 706-714, 2013.
LANGE, F.; ROSENGREN, S.; BLOM, A. Store-window creativity's impact on shopper behavior. Journal of Business Research, v. 69, n. 3, p. 1014-1021, 2016.
LEE, E. J. How perceived cognitive needs fulfillment affect consumer attitudes toward the customized product: The moderating role of consumer knowledge. Computers in Human Behavior, v. 64, p. 152-162, 2016.
LEITÃO, D. K. Nós, os outros: construção do exótico e consumo de moda brasileira na França. Horizontes Antropológicos, v. 13, n. 28, p. 203-230, 2007.
LI, H.; DAUGHERTY, T.; BIOCCA, F. Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, v. 31, n. 3, p. 43-57, 2002.
LIN, L. Y.; CHEN, C. S. The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, v. 23, n. 5, p. 248-265, 2006.
LINDSTRÖM, A.; BERG, H.; NORDFÄLT, J. ROGGEVEEN, A. L.; GREWAL, D. Does the presence of a mannequin head change shopping behavior?. Journal of Business Research, v. 69, n. 2, p. 517-524, 2016.
LOURENÇO, C. D. S. Cultura brasileira e marketing de relacionamento: um estudo etnográfico no varejo. Revista Brasileira de Marketing, v. 13, n. 5, 2014.
MEHRABIAN, A.; RUSSELL, J. A. The basic emotional impact of environments. Perceptual and Motor Skills, v. 38, n. 1, p. 283-301, 1974.
MOWER, J. M.; KIM, M.; CHILDS, M. L. Exterior atmospherics and consumer behavior: influence of landscaping and window display. Journal of Fashion Marketing and Management: An International Journal, v. 16, n. 4, p. 442-453, 2012.
O'CASS, A. Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, v. 38, n. 7, p. 869-882, 2004.
OH, H.; PETRIE, J. How do storefront window displays influence entering decisions of clothing stores?. Journal of Retailing and Consumer Services, v. 19, n. 1, p. 27-35, 2012.
OLIVEIRA-CASTRO, J. M. Effects of base price upon search behavior of consumers in a supermarket: An operant analysis. Journal of Economic Psychology, v. 24, n. 5, p. 637-652, 2003.
PANTANO, E. Engaging consumer through the storefront: Evidences from integrating interactive technologies. Journal of Retailing and Consumer Services, v. 28, p. 149-154, 2016.
PANTANO, E.; MIGLIARESE, P. Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens. Journal of Retailing and Consumer Services, v. 21, n. 6, p. 958-965, 2014.
PARRISH, E. Retailers' use of niche marketing in product development. Journal of Fashion Marketing and Management, v. 14, n. 4, p. 546-561, 2010.
PIANARO, L.; MARCONDES, R. C. Estratégias de marketing no mercado de roupas e acessórios de luxo. Revista de Administração FACES, v. 7, n. 1, 2008.
PRECIOSA, R.; AVELAR, S. Moda sob a ótica da disciplina e do controle: algumas considerações. Ciência e Cultura, v. 62, n. 2, p. 26-28, 2010.
RAO, A. R.; MONROE, K. B. The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, v. 15, n. 2, p. 253-264, 1988.
SCUSSEL, F. B. C. Is consumer experience the next best thing? A review and research agenda proposition. Anais do VIII Encontro de Marketing da ANPAD - EMA, Porto Alegre, 2018.
SCUSSEL, F. B. C.; DEMO, G. Diga-me Quem És e Direi se me Relacionarei com Você: a Influência da Personalidade de Marca no Relacionamento com Clientes no Mercado de Moda Feminina de Luxo. Anais do XIX SemeAd – Seminários de Administração FEA-USP, São Paulo, 2016.
SCUSSEL, F. B. C.; PETROLL, M. M. A conceptual framework to explain consumption experience process: building theory from a systematic review. Anais do XLII Encontro da ANPAD - EnANPAD 2018, Curitiba, 2018.
SEN, S.; BLOCK, L. G.; CHANDRAN, S. Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, v. 9, n. 5, p. 277-290, 2002.
SOMOON, K.; SAHACHAISAEREE, N. Factors determining window display conveying merchandise's Positioning and style: a case of shopping mall clothing display targeting undergraduate students. Procedia-Social and Behavioral Sciences, v. 5, p. 1236-1240, 2010.
SORENSEN, H. The science of shopping. Marketing Research, v. 15, n. 3, p. 30-30, 2003.
TURLEY, L. W.; CHEBAT, J. C. Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management, v. 18, n. 1-2, p. 125-144, 2002.
VAN STADEN, J.; VAN AARDT, A. M. Information seeking by female apparel consumers in South Africa during the fashion decision‐making process. International Journal of Consumer Studies, v. 35, n. 1, p. 35-49, 2011.
VIEIRA, V. A.; MATOS, C. A. A influência da apresentação do preço sobre as avaliações dos clientes. Revista de Administração Contemporânea, v. 16, n. 4, 2012.
ZORRILLA, P. Nuevas tendencias en merchandising Generar experiencias para conquistar emociones y fidelizar clientes. Distribución y Consumo, n. 65, p. 13-20, 2002.
Downloads
Published
How to Cite
Issue
Section
License
Authors of articles published by ReA/UFSM retain the copyright of their works, licensing them under the Creative Commons (CC-BY 4.0), which allows articles to be reused and distributed without restriction, provided that the original work is properly cited.
