TOPIC- EFFECT OF WINDOW DISPLAYS ON IMPULSE BUYING DECISIONS
Name: ___________________________ Age: _______
Q1. How often do you enter an apparel retail store/ lifestyle showroom on the basis of the window display?
• Very Frequently
Q2. Based on your evaluation of the window display, indicate your feelings about the window display.
• Use the following scale (1 = Strongly Disagree, 7 = Strongly Agree).
• Good 1 2 3 4 5 6 7 Bad
• Like 1 2 3 4 5 6 7 Dislike
• Favorable 1 2 3 4 5 6 7 Unfavorable
Q3. The images that came to mind while you were looking the window display were-
• Unclear 1 2 3 4 5 6 7 Clear
• Indistinct 1 2 3 4 5 6 7 Distinct
• Weak 1 2 3 4 5 6 7 Intense
• Lifeless 1 2 3 4 5 6 7 Lifelike
• Fuzzy 1 2 3 4 5 6 7 Well-defined
Q4. Please indicate your feelings to the window display influencing you to make impulse buying decisions-
• Stimulated 1 2 3 4 5 6 7 Relaxed
• Calm 1 2 3 4 5 6 7 Excited
• Dull 1 2 3 4 5 6 7 Jittery
• Unaroused 1 2 3 4 5 6 7 Arousal
I take this opportunity to express my profound gratitude and deep regards to my guide (Professor/Mentor Faculty Name) for his exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessing, help and guidance given by him time to time shall carry me a long way in the journey of life on which I am about to embark.
I also take this opportunity to express a deep sense of gratitude to Company Mentor Name, Designation, Company Name, for his/her cordial support, valuable information and guidance, which helped me in completing this task through various stages.
I am obliged to staff members of (Company Name), for the valuable information provided by them in their respective fields. I am grateful for their cooperation during the period of my assignment.
Lastly, I thank almighty, my parents, brother, sisters and friends for their constant encouragement without which this assignment would not be possible.
An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase. One who tends to make such purchases is referred to as animpulse purchaser or impulse buyer. Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well crafted promotional message.
Marketers and retailers tend to exploit these impulses which are tied to the basic want for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for confectionary. However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered.Alternatively, impulse buying can occur when a potential consumer spots something related to a product that stirs a particular passion in them, such as seeing a certain country's flag on the cover of a certain DVD. Sale items are displayed in much the same fashion.
Impulse buying can also extend to so-called "big ticket" items such as automobiles and home appliances. Automobiles in particular are as much an emotional purchase as a rational one. This in turn leads auto dealers all over the world to market their products in a rapid-fire, almost carnival-like manner designed to appeal to emotion over reason.
Impulse buying disrupts the normal decision making models in consumers' brains. The logical sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse items appeal to the emotional side of consumers. Some items bought on impulse are not considered functional or...
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