Compostional Design as Sale Strategy: Shopping mall window display

Abstract

This research was undertaken applying the “stimulus-organism-response” theory with two objectives: to ascertain determinants of window display intertwined with product messages and strategies; to study perceptions 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. © 2016 The Author. Published for AMER ABRA by e-International Publishing House, Ltd., UK.. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, UniversitiTeknologi MARA, Malaysia. Keywords: Window display, Design elements, Compositional settings