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Hashem, Tareq Nael
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The Role of Visual Merchandise in Changing the Purchase Decision of Shoppers within Retail Stores in Jordan Hashem, Tareq Nael
Jurnal The Messenger Vol. 11 No. 2 (2019): July-December
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v11i2.1318

Abstract

Attracting new customers means to take novel measures by stores. Nowadays, stores are designed in order to guarantee a fast purchase decision by customers. The current study seeks to understand the role of visual merchandise on decision of purchasers to buy a certain item. The variables taken into considerations are color, landscaping, texture, communication and D ©cor. Sample of study consisted of 1000 individuals from commercial complexes and malls in Jordan. Through the quantitative approach depending on self-administered questionnaire, results of study indicated that color and landscaping are the most influential factors that may influence the purchase decision of individuals, followed by texture, communications, and d ©cor. The study therefore recommends that store managers should pay more attention to the details of the stores in a way that matches the taste of people who attend these stores.
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