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首页> 外文期刊>Procedia - Social and Behavioral Sciences >Strategic Merchandising and Effective Composition Design of Window Display: A Case of Large Scale Department Store in Bangkok
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Strategic Merchandising and Effective Composition Design of Window Display: A Case of Large Scale Department Store in Bangkok

机译：橱窗陈列的战略商品和有效构图设计：以曼谷大型百货公司为例

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This research was undertaken applying “stimulus-organism-response” theory with two objectives: to ascertain determinants of window display intertwined with product messages and strategies; to study perception on window display conveying positioning, value, and quality of products creating customer's desire to visit and purchase. Significant findings are for fashionable products to employ a single merchandising approach with large window size; accessories to utilize warm background color and not showing in-store; eyewear, jewelry, and watch products to showcase through images of presenters wearing them; luggage to use accent-lighting to brighten itself. Additionally, the effects of visual stimuli affected consumers’ cognitive and affective reactions.
机译：这项研究是运用“刺激－有机体－反应”理论进行的，其目的有两个：确定与产品信息和策略交织在一起的橱窗展示的决定因素;研究在橱窗展示上的感觉，传达产品的定位，价值和质量，从而创造客户拜访和购买的愿望。对于时尚产品，采用具有大窗口尺寸的单一销售方法的重要发现;使用温暖的背景色且不会在店内展示的配件;眼镜，珠宝和手表产品，可以通过演示者佩戴它们的图像进行展示;行李箱可使用强调照明来增亮自身。此外，视觉刺激的影响还影响了消费者的认知和情感反应。

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