This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. / Business Management / M. Com. (Business Management)

This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. / Business Management / M. Com. (Business Management)

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)