Ayakkabı Sektöründe Vitrin ve Mağaza İçi Tasarımları Üzerine Tüketici Görüşleri
Consumer Views About Showcase and In-Store Designs in Shoe Industry

Summary/Abstract: Consumer patterns are significant research areas for the developing fashion industry and success of marketing strategies of products. Rapid developments of technology in design and production industry and easy access to social media and mass communication instruments are bring along the necessity of being innovative and distinguished in competition and marketing. Showcase designs which aims to attract vision perception are the most important instrument that is used in competition and marketing process. Showcase designs of shoes that are the products of fashion industry are very often considered as one of the important instruments that may be effective on consumer views. Showcase design is the first visual contact area that inform the consumer about the products of collections in a store as well as effective on people for entering the stores even tough they don't have any interest in shopping. Nevertheless it is known that store indoor arrangements have influence on shopping preferences. Most of the companies spare special budgets for the showcase and in-store designs in order to boost marketing success. In this study, it is aimed to define the consumer views for both showcase and in-store designs of shoe store. Data that resulted by the questionnaire forms are delivered to SPSS package programme and the results are submitted as charts.

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