Female Consumer Behaviour
The retail industry is constantly changing, and there are numerous ways in which customers can shop for apparel. Only a few years ago, in-store shopping was the female consumers shopping preference. However, with advanced technologies and online retailers, there has been a drastic shift in consumer shopping behaviors. It is vital that brick and mortar retailers can differentiate themselves from online retailers that pose competitive threats, and create a personal and desirable shopping experience for female consumers.
In order for stores to do this, they need to provide an all-around unique and memorable experience for female shoppers, using atmospherics to invoke environmental stimuli. One of the most significant ways stores can lure female
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This qualitative research report also analyzes female shopping motives and preferences within different global retail markets. The study will aim to investigate the effects visual merchandising and atmospherics has on consumers; concurrently examining techniques stores could implement to “keep up” with competition and entice female consumers to shop in their store rather than with their competition. Several studies have been done individually regarding visual merchandising, and how female shopping behavior is affected. However, there is little research that has combined visual merchandising and female shopping behaviors specifically in the United States retail …show more content…
H2: Visual merchandising and store atmospherics are necessary aspects of retail environments to stimulate customer’s emotions.
H3: Functional and hedonic customer motives, will influence the effect visual merchandising has on female shopping behavior.
Definition of Terms
The following keywords are used throughout this research study:
1. Visual Merchandising- the development of effective displays- i.e., displays that attract, engage and motivate customers. The purpose of visual merchandising is to create a pleasurable shopping experience and to enhance value to encourage customers to make planned or impulsive purchases. Elements of visual merchandising include mannequins, lighting, store design, graphics, signage, sound and show windows as a means of attracting shoppers (Jain, Takayanagi, and Malthouse, 2014).
2. Customer Motives (Jain, Takayanagi, and Malthouse, 2014).
Hedonic: Shopping for pleasure or amusement
Functional: Shopping to acquire a necessary item- rational and goal driven
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