Window Display Design of Large Scale Department Stores as Determinant of Corporate Image and Positioning Strategies

By Thitipann Kernsom and Chumporn Moorapun.

Published by The International Journal of Design Management and Professional Practice

Format Price
Article: Print $US10.00
Published Online September 9, 2015 $US5.00

Window displays play an important role as environmental cues that create competitive advantages and influence customer’s perception towards the image of a large scale department store. This research based on the environmental psychology theories aimed to determine the differentiation of window display design settings in large scale department stores in Bangkok in terms of attracting prospective customers and conveying their merchandising messages. This research also explored to what extent the perception of the target customers would be affected by different positioning strategies and various display design settings of the department stores. A set of pictorial stimulus with different design elements and composition settings was used to ascertain the perceptual responses and decision to purchase of a group of 619 subjects. The findings showed that design elements and composition settings used in window display affected customers’ perceptions towards merchandising messages considerably.

Keywords: Window Display, Design, Business, Market, Design Management

The International Journal of Design Management and Professional Practice, Volume 9, Issue 3, September, 2015, pp.35-43. Article: Print (Spiral Bound). Published Online September 9, 2015 (Article: Electronic (PDF File; 941.126KB)).

Thitipann Kernsom

Arch.D Candidate, Multidisciplinary Design Research, Faculty of Architecture, King Mongkut's Institute of Technology Ladkrabang, Bangkok, Thailand

Dr. Chumporn Moorapun

Lecturer, Faculty of Architecture, King Mongkut's Institute of Technology Ladkrabang, Bangkok, Thailand