The effect of store layout and shelf-positioning on the purchase behavior of youth from both genders : An application on apparel stores

Abstract

Store layout is an important element in motivating consumer's response in retailing. The design of a retail store has been found to considerably influence a retailer's general presentation through its effect on information processing, purchase intents and attitude towards the retail institution. The retail setting is shifting more than ever before. It is regarded by the increasing rivalry and new refined and tough customers who have superior expectations associated to their buying experiences. It has been proved that shelf- spacing is a critical component in attracting customers to buy; therefore retailers tend to compete ferociously in order to get premium shelf position. Apparel stores that offer products for both males and females have a challenge, as in one hand they should know their consumers and recognize their preferences when they enter the store, also they have to understand what attracts each gender in terms of store layout, and on the other hand they should understand that every single product (ex. Pants, shirts, shoes, accessories,.. etc.) should be placed in a way that is appealing in order to urge the consumers to buy. This research will examine the different store layouts and shelf-spacing techniques and importance for retailers. In addition, this research will study the purchase intention and the purchase preferences of both males and females individually. Moreover, this research will observe the relationship between shelf-spacing and the purchase intention of males and females respectively.