The effects of sale signs on consumer intentions to visit a store

Ha Kyung Lee, So-Yeon Yoon, Ji Yeon Lee, Ha Bin Kim, Hyun Jin Kwon, Hyo Jeong Kang, Hee Jin Hur, Mi-Ah Lee and Dae Geun Jun

Journal of Global Fashion Marketing, 2015, vol. 6, issue 1, 20-32

Abstract: This study examines consumer attention to and the perceived aesthetics of sale signs, such as the designs (size and color) of the Point of Purchase (POP) sale signs outside shops, and how these factors affect consumer intention to visit a shop based on expectation regarding the stores. External store stimuli were created using the Sketchup 8 software package. Research found that influences on intention to visit a store can differ depending on how the sale signs are perceived. Consumer expectations of the store can differ depending on the size of sale signs and the colors employed. We expect that the outcomes of this study will aid fashion brands in designing sale signs that reflect their brand value and image. Sale sign planning and utilization as a part of the strategy will be the key factor that can affect consumer behavior.

Date: 2015
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DOI: 10.1080/20932685.2014.971495

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