Marketing Research: Effect of Visual Merchandising

Respondent

The colourful assortments of fast fashion product could arouse your

awareness ( 1 is strongly disagree and 7 is strongly agree to all
questions)
7

The colourful assortments of fast fashion products could increase your

interest to go into the store.
7

The tone of colour of a fashion product could affect your preference

towards it. ( 1 is strongly disagree and 7 is strongly agree to all
questions)
7

The more colours are offered for you to choose from, the more likely
you are going to buy the product.
7

You prefer the style of a product but you cannot find the right colour,
you would choose not to buy. ( 1 is strongly disagree and 7 is strongly
agree to all questions)
5

You always pay attention to things covered with strong lighting.

6

The use of lights in different brightness to decorate the store would

stimulate your preference towards product items.
5

The use of lights in different brightness to decorate the store would

Increase your possibility of making purchase. ( 1 is strongly disagree
and 7 is strongly agree to all questions)
3

Your interest towards a product can be raised if you can see it clearly.
5

10

You would like to buy the product only when you have already check it
clearly. ( 1 is strongly disagree and 7 is strongly agree to all questions)
4

11

Mood generated by using dimmed lights ncrease your interest of

shopping.
4

12

Mood can stimulate your buying intention.

4

13

You would make a purchase easily when you are in a good mood.
4

14

Product items are placed according to colour could allow You to find
them more easily.
5

15

You do not mind spending your time on finding the fashion item that
suit you most.
4

16

You think it is acceptable to find the fashion item that fits you from a
mess.
4

17

Products being placed like a mess means that theyare cheap.

5

18

Products on sales should be gathered as this can stimulate your buying

intention more.
5

19

When you are waiting for payment, you would pay attention to product
items placed nearly.
5

20

Size of the shop would affect your preference towardsthe products.

5

21

Shop with music whispering can let you feel relaxing.

4
22

Loud music encourages you to make impulse purchase.

5

23

Scents always catch your attention.

5

24

Your always want to find out where does the scent come from when
there is one.
5

25

Wherever you smell strong scents, you want to leave there.

5

26

You always pay attention to different window displays no matter what is

being displayed.
5

27

Window displays always increase your interest towards those product

items being displayed.
5

28

Absorbing contents of window displays could increase your interest to

go into the store.
5

29

Frequent change of the window display arouse your interest towards

products of that store.
5

30

Frequent change of the window display help you to learn about the new
merchandises in H&M.
5

31

If the item you like appears in the window display, your desire of buying
it will be stimulated.
5

32

You always pay attention to signs.

5

33

Back-lighted signs are usually more outstanding

5

34

Signage increase your awareness towards highlighted products.

5

35

Signage in form of tags offer you more information about the product.
(e.g. Price, material)
5

36

The more information you have got about a product, the more likely
you will buy it.
5

37

Your age
22

38

Your education level

University

39

Your gender
Male

40

Your income
11000

41

Your occupation
Other

Below are questions related to visual merchandising in retail stores, for

example window and in-store displays. Please write your answer in the
spaces provided underneath each and try to include as much detail as
possible.
The purpose of this questionnaire is to collect primary research on the topic of
visual merchandising to be used in my university project.

1. What do you feel the purpose of visual merchandising is?

What do you feel the purpose of visual merchandising is?

*
2. Do you feel the design and layout of a store affect your overall
shopping experience?

Do you feel the design and layout of a store affect your overall shopping
experience?

*
3. When visiting stores do you pay attention to the displays?

When visiting stores do you pay attention to the displays?

*
4. Would creative window displays attract you in to a store?

Would creative window displays attract you in to a store?

*
5. Do you feel displays increase your interest in products?

Do you feel displays increase your interest in products?

*
6. Is visual merchandising a factor you consider when deciding which
stores to visit?

Is visual merchandising a factor you consider when deciding which stores to

visit?

*
7. In your opinion do you feel visual merchandising could be considered
and art form?

In your opinion do you feel visual merchandising could be considered and art
form?

*
8. Do you consider visual merchandising to be a creative expression or
selling strategy?

1. Are you male or female?

Are you male or female? Male
Female

*
2. Please select your age range
Please select your age range 16-18
19-21

22-24
25+

*
3. When you are shopping for clothes would you say that you take
notice of the shop window displays?

When you are shopping for clothes would you say that you take notice of the shop window displays
No
Sometimes

*
4. Have you ever bought an item of clothing or an outfit you've seen in a
window display?
Have you ever bought an item of clothing or an outfit you've seen in a window display? Yes
No

*
5. Can you think of a memorable shop window display you've seen
recently, what shop was it and why was it memorable?

Can you think of a memorable shop window display you've seen recently,
what shop was it and why was it memorable?

*
6. Where do you do the majority of your clothes shopping?
Where do you do the majority of your clothes shopping? High Street
Online
Other (please specify)

7. Based only on it's atmosphere, which is your favourite clothing or

accessories shop to shop in and why?

Based only on it's atmosphere, which is your favourite clothing or accessories

shop to shop in and why?

*
8. Based only on it's atmosphere which is your least favourite clothing
or accessories shop to shop in and why?

Based only on it's atmosphere which is your least favourite clothing or

accessories shop to shop in and why?

*
9. Please tick ideas you'd be interested to see in a high street clothing
retail shop.(Tick as many as you like.)

Please tick ideas you'd be interested to see in a high street clothing retail shop.(Tick as many as yo
Refreshments area
Comfy seating area
Music corner (headphones playing albums for sale in the shop)
Artificial grass path
Different decor in every changing room
Artwork for sale on the walls

*
10. Do you have any ideas of your own that you would like to see in a
clothing and accessories retailer that would really make your shopping
experience more exciting?