231-2nd icber 2011 pg 1130-1154 visual merchandising techniques

7/27/2019 231-2nd ICBER 2011 PG 1130-1154 Visual Merchandising Techniques

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INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2nd

ICBER 2011) PROCEEDING

1130

THE IMPACT OF SELECTED VISUAL MERCHANDISING TECHNIQUESON PATRONAGE INTENTIONS IN SUPERMARKETS

(STUDY BASED ON COLOMBO DISTRICT)

Authors

Ridmi GajanayakeUniversity of Kelaniya

Sri Lanka

Mobile: +940716822845

Email : [email protected]

Sashini Gajanayake

Staffordshire University

Sri Lanka

Mobile: +940774191509


H.A.K.N.S. Surangi

University of KelaniyaSri LankaMobile: +940722488850



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Abstract

Supermarket industry is one of the fast growing industries in Sri Lanka. At present there are over

300 supermarkets are in the industry owned by various companies. According to the prevailing

literature many researchers are agreed that visual merchandising plays a vital role in retailing. It

has become an essentially important element in the retailing industry, in apparel store,

supermarkets etc. Therefore, every marketer pays attention to this aspect in order to attract the

customers and to survive in the industry.

The main objective of this study is to identify the influence of visual merchandising on patronage

intentions. It will also aim at identifying the current strategies used by supermarkets to enhance

their visual merchandising and to suggest further improvements.

This study was based on secondary and primary data. Primary data was collected through the

survey and semi-structured questionnaire was used to collect the data. The study will considered

a sample of 307 supermarket shoppers from five different supermarkets located within Colombo

City limits, i.e. from Colombo 1 to Colombo 15. Hypotheses were tested by the regression and

ANOVA analysis employing SPSS software. Out of all six hypotheses five were accepted and

only one hypothesis was rejected.

Key words: Visual merchandising, Patronage intentions, Supermarket, retailing, customers


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1. Introduction

Supermarket industry is one of the fastest growing industries in the Sri Lankan economy. It is a

concept that was brought into Sri Lanka during the 1980s. Gradually they captured a large

number of customers all over the country and now have established themselves as a very

dynamic and lucrative industry in the country. There are over 300 supermarket outlets owned by

various companies and some of the leading companies are Cargills, John Keells Holdings, and

Richard Pieris etc. other than those there are many small supermarket chains running under the

names of Magna, Laughs Sun Up, Crystal etc.

Visual merchandising plays a major role in retailing. It is that which enhances products,

supports brands, increases traffic and sales, adds visual excitement by way of strategically

located and illuminated focal destinations in an environment, typically businesses and stores,

defines and advertises overall personality and image. (Gorman,nd.) It is everything the

customers see and feel within a store that arouses their interest and desire. In other words it is an

important element for a supermarket to attract and capture the customers attention towards the

products and induce them to purchase them. An effective visual merchandising strategy will help

the supermarkets to be ahead of the competitors within the industry and have a competitive edge.

1.2 Problem Statement

Supermarket industry is a very volatile one. In Sri Lanka it is at the growth stage, where new

outlets emerge very often. There is a high degree of competition among the companies within the

industry to stand out from the rest and to be the best supermarket chain of the country.

Colombo is the highly industrialized and dynamic city in Sri Lanka. People within that city limits

lead busy lifestyles and often seek for convenience. Therefore, the frequency of visiting

supermarkets would be high.


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Visual merchandising is one of the major tactics used by retailers to attract customers to the

stores. It will stimulate them to choose the most liked store, spend more time in it, and examine

the products and eventually resulting in a purchase.

This study focused on identifying the impact of visual merchandising on patronage intentions

would therefore be carried out with the research problems of

Does visual merchandising have an impact on Patronage Intentions in Supermarkets

within the Colombo City Limits?

1.3 Objectives of the Study

The key objective of this research is;

To identify the impact of visual merchandising on patronage intentions in supermarkets

located within the Colombo City limits.

Specific objectives are;

To identify the most important visual merchandising techniques that would influencepatronage intentions in supermarkets within the Colombo city limits.

To identify the widely used visual merchandizing techniques by different supermarketchains in operating in the Colombo city limits.

2. Literature Review

Visual merchandising is a major factor often overlooked in the success or failure of a retail

store. It is second only to effective customer relations. Visual merchandising can be defined as

everything the customer sees, both exterior and interior, that creates a positive image of a

business and results in attention, interest, desire and action on the part of the customer.

(Bastow-Shoop et al., 1991)


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Another definition for visual merchandising was put forward by Walters and Waters (1987) as

. activity which coordinates effective merchandise selection with effective merchandise

display. (Cited in Kerfoot et al., 2003) Kerfoot et al, (2003) stated that visual merchandising is

therefore concerned with both how the product and/ or brand is visually communicated to the

customer and also whether this message is decoded appropriately in this context affecting a

positive psychological or behavioral outcome, ultimately leading to purchase.

Schimp (1990) has defined the role of visual merchandising as to;

- create awareness among customers about a product and provide relevant informationabout it;

-

remind customers about the benefits of a product and of its availability;- encourage customers to buy a particular product or brand;- maximize the utilization of space, while at the same time making the buying experience

as easy as possible for customers;

- reinforce the retailers communications campaign;- assist the customers in locating, evaluating and selecting a product.

(Fernie and Moore, p.312)

As per the above definitions visual merchandising is an essential element which plays a vital role

in a supermarket setting. It enables the store to attract more customers, help them in selecting the

products they look for, retain them for a longer time and encourage them to purchase items with

or without a prior plan.

2.1.1.1 Store layout

Borges (2003) in his study mentioned that the store layout is a huge task for retail managers. The

complexity of this task lies in the relationship between categories on sale as well as on the

impact that it produces on the consumer spatial behaviour and in-store traffic.


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According to FMI (2000) 94% of American grocery shoppers seem to consider that a store

layout that makes shopping easier as important when choosing their supermarket. Time

conscious and empowered consumers will be more attracted by supermarket chains who adopt

one stop shopping store layouts. (Cited in: Borges, 2003)

Farley and Ring (1966) suggested that shoppers might be influenced to buy by the layout itself

and that a good store layout forces each customer to travel past as many displays as possible.

The results of a survey conducted by Wilson (2007) proved that layout bas a big influence on

customers and that the customers want stores to spend whatever it takes to create a layout that

minimizes wasted steps and motion in the shopping process. In addition it was stated that the

shoppers attach more influence to the floor of a store than to its ceiling.

2.1.1.2 Colour

Many researches have been carried out throughout the years in relation to physiological and

psychological effects of colour. Gerard (1957) states that generally, warm colors (red and

yellow) have produced opposite physiological and psychological effects than cool colors (blue

and green), which are opposite on the color spectrum. For example, red or warm colors have

been found to be associated with increased blood pressure, respiratory rate, eye blink frequency.

(Cited in: Bellizzi and Hite. 1992)

Bellizzi et al. (1983) investigated the effects of color in retail store design. The results indicated

that despite color preferences, subjects were physically drawn to warm color (yellow and red)

environments, but they paradoxically found red retail environments to be generally unpleasant,

negative, tense, and less attractive than cool color retail (green and blue) environments. He

speculated that a red environment may over stimulate buyers both physiologically and

psychologically and thereby may impair purchasing deliberations and buying decisions. (Cited

in: Bellizzi and Hite. 1992)


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2.1.1.3 Product display

In a study carried out by Abratt and Goodey (1990) product display has been identified as an in

store stimuli, which is a promotional technique used to encourage impulse buying. There it is

stated that displays can increase the rate of unplanned purchase in retail stores on grounds that

the consumers naturally tend to focus and perceive at eye level. It was also found out in their

study that displays are one of the most influential factors on unplanned purchases. Gutierrez

(2004) has found in his research regarding impulse purchases that the presence of

environmental stimulation variables such as . or attractive store displays may moderate the

choice of search strategies and making impulse purchases.

Simonson and Winer (1992) found that purchase behaviour can be modified by the way in which

inventory is arranged. Kumar and Leone (1988) maintain that point of purchase displays can be

very useful in stimulating sales.

Davies and Tilley (2004) explained that product shelving has an important influence on

consumer behaviour. Both the height at which the products are displayed and the number of rows

in the store can influence the sales of products. In a moderate sized general supermarket, the

average shopper will select only thirty five of the likely several thousand different items on

display. Moreover, most frequently purchased products should never be located in adjacent

spaces but should be spread throughout the store thus increasing the probability of impulse

purchasing of the intervening products. Careful placing of high demand lines can help to attract

customers to parts of the shop: while impulse purchase lines with high profit margins should be

placed alongside the everyday goods. It was also mentioned that more than 50 percent of

purchases by supermarket shoppers are pre planned and the remainder are largely stimulated by

the display in the store. Products should be accessible to the customers.

2.1.1.4 Music

Bruner (1990) suggests that the genre of the background music is likely to produce stronger

effects on perceptions and preferences. Further, according to Cupchik et al. (1982) since

preferences for musical genres are strongly influenced by individual differences varying the


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genre of a store's background music is more likely to produce differential effects across customer

groups. (Cited in: Areni and Kim, 1993)

A study by Milliman (1982) suggests that slow tempo of instrumental background music can

significantly slow the pace of in-store traffic flow of supermarket customers, as opposed to fast

tempo. In a follow-up study once again by Milliman (1986) came out with a result that diners

stayed longer and consumed more alcoholic beverages when slow tempo instrumental

background music was playing than when fast tempo instrumental music was used An early

study by Smith and Curnow (1966) found that significantly less time was spent in the stores

when the music was loud compared to when it was soft. Kellaris and Rice (1993) used a decibel

meter in comparing the impact of soft (average sound level of 60 dB) and loud music (average

sound level of 90 dB). They reported that the impact of loudness on musical preference differed

by gender, with females reacting more adversely than males to louder music. (Cited in: Oakes,

2000)

2.1.1.5 Lighting

Mehrabian (1976) believed that lighting was a chief factor in the environments impact on

individuals because brightly lit rooms are more arousing than dimly lit ones. (Cited in:Summers and Herbert, 1999) Areni and Kim (1994) found that consumers examined and

handled significantly more items under bright lighting conditions than under soft lighting

conditions.

With reference to the Illuminating Engineering Society of North America (IES) Handbook states

that the primary goals common in the lighting of merchandise are to attract the consumer, to

initiate purchases, and to facilitate the completion of the sale (Rea, 1993). The IES

recommends that when illuminating merchandising spaces, lighting designers should create a

pleasant and secure environment to do business (Rea, 1993, p. 591).

According to Summers and Herbert (1999) a more appealing store with better-illuminated

merchandise may entice shoppers to visit the store, linger, and hopefully make a purchase. Their


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findings suggest that a retailers manipulation of the in-store supplemental display lighting may

achieve a significant increase in general consumer involvement with in-store display

merchandise.

Shoppers are highly sensitive to the way a store is lit. They attach more influence to lighting than

they do fixtures and signage.

2.1.1.6 Cleanliness

A study by Carpenter and Moore (2006) indicated that both frequent and occasional shoppers

across all retail formats indicated cleanliness as the single most important store attribute.

Yun and Good (2007) declared that shopping in an immaculately clean store might generate

image perceptions of cleanliness, contentment, or luxury. Thus, store image (e.g. a store is clean,

secure, friendly, etc.) can be described as the overall look of a store and the series of mental

pictures and feelings it evokes within the consumer.

2.2 Dependent Variable

2.2.1 Patronage intentions

Consumer patronage intention is driven by a combination of attitude toward the purchase

behaviour and a set of normative beliefs and motivations toward the behaviour (Burnkrant and

Page Jr. 1982; Fishbein and Ajzen 1975). In retail, intentions are usually determined by a

willingness to stay in the store, willingness to repurchase, willingness to purchase more in the

future, and willingness to recommend the store to others (Baker et al. 2002; Hightower, Brady

and Baker 2002; Macintosh and Lockshin 1997).

Retailers are interested in understanding patronage intentions because of the need to forecast

customers buying behaviour of products and/or services, their willingness to return to the store,

and to deliver good word-of-mouth to fellow customers (Donovan and Rossiter 1982).


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According to Grewal et al. (2003) retailers have a certain amount of control over factors that

influence consumers patronage decisions. Having a desirable product assortment where and

when the customer wants it and priced at the level they are expecting to pay is fundamental to

any retail strategy. Yet other, less obvious factors can influence customers purchase intentions.

Atmospherics can make customers less aware of their wait because they are either distracted

and/or entertained.

Stores can creatively use a stores layout or method of displaying merchandise to alter

customers perceptions of the atmosphere. Alternatively, they can enhance the stores

atmospherics through visual communications (signs and graphics), lighting, colors, and even

scents.

3. Conceptual Framework and Hypotheses

Figure 1: Conceptual framework

3.2. Hypotheses

H1: There is a relationship between store layout and patronage intentions in supermarkets.

H2: There is a relationship between colour and patronage intentions in supermarkets.

H3: There is a relationship between product display and patronage intentions in supermarkets.

H4: There is a relationship between music and patronage intentions in supermarkets.

H5: There is a relationship between lighting and patronage intentions in supermarkets.

Visual merchandising

Store layout Colour Product display Music Lighting Cleanliness

Patronage intentions


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H6: There is a relationship between cleanliness and patronage intentions in supermarkets.

4. Research Methodology

The research is based on deductive approach where the existing theories and concepts will be

used in order to develop hypotheses and test them through a systematic methodology. Survey

method was identified as the most appropriate strategy to perform the research activities. The

survey will be conducted on supermarket shoppers.

.

Since it is impossible and impractical to use the entire population to obtain information for this

research a section of the entire population would be selected to perform the research more

effectively. For this study the sample was selected within the Colombo city limits.

Sampling can be done either as probability or non probability design. A simple random

sampling method will be used here where each respondent gets an opportunity to participate in

survey.

The population within Colombo 1 to Colombo 15 is 695,885 as per the 2006 estimates. Since this

figure is above 1,000,000 as per the Andersons method a sample of 384 was considered.

(Saunders et al. 2007) This sample of 384 was randomly selected from 15 supermarkets within

the Colombo city limits. These supermarkets were selected on the basis of monthly customer

count, those of which have a monthly customer count above 12,000.

Secondary data will be gathered from previously done research articles, books and the Internet.

Primary data were collected through the means of questionnaires and interviews.

4.1 Data collection instruments

Questionnaires: A questionnaire was developed to distribute among the supermarketshoppers. It included only close ended questions as the respondents might hesitate to


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spend time on filling it. The questionnaire was developed by the researchers and was

tested the validity by conducting a pilot survey.

Interviews: interviews were conducted with the supermarket managers in order to obtaininformation and their opinions on visual merchandising.

4.2 Data Analysis Techniques

An ANOVA test was used to analyze data and to test the hypotheses. Descriptive tools such as

mean scores, percentages and standard deviation was also used.

5. Data Analysis and Presentation

5.1 Descriptive Statistics

5.1.1 Level of monthly income

Table 1: Income level of the respondent

A majority of 70 respondents receive a monthly income between LKR 30,001 40,000, which is

22.8%. The second highest number of respondents (65) LKR 50,001 60,000 category with

21.2% while 64 out of 307 respondents receive an income of more than LKR 60,001.

5.1.2 Frequency of visiting a supermarket


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Table 2: Frequency of visiting supermarkets

38.8% of 307 respondents visit a supermarket once a week. 36.2% (111) visit a supermarket once

every two weeks. 58 respondents visit once a month. 3.3% visit once every three months while

only 9 respondents visit less often, that is more than three months.

5.1.3 Identification of the most important visual merchandising techniques that would

influence patronage intentions in supermarkets within the Colombo city limits

Table 3: Most important visual merchandising techniques

Store

layout

Colour Product

display

Music Lighting Cleanliness

Averages of

visual

merchandising

3.629 3.714 4.168 3.289 3.571 3.770

Importance 4 3 1 6 5 2

According to the above table it is evident that product display is the most important visual

merchandising technique when prioritized according to the mean values of the averages of every

independent variable. Cleanliness was ranked as the second most important technique with an

average mean value of 3.770. The next significant technique is the colour scheme. From the six

techniques identified music is the least important technique that can be adopted to influence

patronage intentions.


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5.2 Hypothesis Testing

5.2.1 ANOVA (Analysis of Variance) Test

H1: There is a relationship between store layout and patronage intentions in supermarkets.

Table 4: ANOVA Hypothesis 1

The above ANOVA table tests whether the difference between the deviations in the variable

store layout is explained by differences in the variable patronage intentions. The output of the

test, which is p = 0.147 illustrates that there is no relationship between patronage intentions and

store layout. Therefore the hypothesis one is not supported by the results of the test and it is

rejected because p>0.05.

H2: There is a relationship between colour and patronage intentions in supermarkets.

Table 5: ANOVA Hypothesis 2


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colour is explained by differences in the variable patronage intentions. The output of the test,

which is p = 0.009 illustrates that there is a relationship between patronage intentions and colour.

The hypothesis two is supported by the test results and it is accepted because p


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music is explained by differences in the variable patronage intentions. The output of the test,

which is p = 0.002 illustrates that there is a relationship between patronage intentions and music.

The hypothesis four is supported by the test results and it is accepted because p


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cleanliness is explained by differences in the variable patronage intentions. The output of the

test, which is p = 0.002 illustrates that there is a relationship between patronage intentions andcleanliness. The hypothesis six is supported by the test results and it is accepted because p


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The results of the study demonstrate that there is no significant relationship between the store

layout of a supermarket and the patronage intentions. The p-values obtained from ANOVA test

was 0.147 and it is greater than 0.05. Hence the hypothesis one was not accepted.

It is interesting to note that this research depicts a contradictory relationship between store layout

and patronage intentions compared to the previous researches carried out. McElroy et al. (1990)

explained that store design or the design of the place in which a service encounter takes place

affects consumer perceptions and attitudes.

The contrasting result may be due to the fact that it in the Sri Lankan context most supermarkets

are not spacious enough and located within minimum square feet. Therefore, relative to the

international researches carried out the local context could be different.

6.1.2 Patronage intentions have a relationship with the colour of supermarkets within the

Colombo city limits.

This study produced the result of a significant positive relationship between colour and product

display. According to the ANOVA test p-value is 0.009. Hence it is less than 0.05, the

hypothesis two is accepted.

A study Bellizzi et al. (1983) proved that the color of a store can physically attract consumers

towards merchandise displays (p = 0.043) and affect their evaluation of the store and

merchandise image.

6.1.3 Patronage intentions have a relationship with the product display of supermarkets within

the Colombo city limits.

It was found in this study that there is a relationship between product display and patronage

intentions is significant at a p-value of 0.018. The finding is as similar as one of the findings of

Abratt and Goodey (1990) which explained there is a relationship between product display and

shoppers willingness to buy.


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6.1.4 Patronage intentions have a relationship with music in supermarkets within the Colombo

city limits.

The independent (music) and the dependent (patronage intentions) variables have a significant

relationship becausep = 0.002. The ANOVA test illustrated that p


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The mean values of the averages of every independent variable were prioritized in the

descending order to find out the most significant visual merchandising techniques that would

influence patronage intentions in supermarkets. From the six techniques considered under this

study product display was the most important visual merchandising technique with the highest

average mean value of 4.168. Cleanliness was ranked as the second most important technique

with an average mean value of 3.770. The next significant technique is the colour scheme. From

the selected techniques music is the least important technique that would influence patronage

intentions in the supermarkets.

As per the third objective, which is to identify the widely used visual merchandizing techniques

by different supermarket chains in Sri Lanka the following results were drawn.

This study considered five major supermarket chains in Sri Lanka, specifically within the

Colombo city limits. They are Cargills Food City, Keells Super, Arpico Superstore, Laughs

Sunup and Magna. Interviews were conducted with a manager from each supermarket chain to

identify the visual merchandising techniques that are being widely used in the respective chain.

Observations were also useful in fulfilling the particular objective.

Cargills Food City, considered as the dominant supermarket chain in the industry gives priority

to cleanliness. It is believed that cleanliness should be maintained inside and outside the

supermarket in order to retain the existing customers and to attract potential customers.

(Muthukumara, D. 2008. pers.comm. 30th

July) Another vital technique is lighting. The interview

as well as the observations proved that all Cargills supermarkets are well illuminated. The

manager was in the opinion that it is essential to ensure necessary lighting is provided that the

customer can examine the products well. Product display is also considered as another widely

used technique depending on the size of the store. The supermarkets attempt to make sure that

the products are spaciously arranged in an attractive manner to stimulate purchases.


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The major visual merchandising technique broadly used at Keells Super is a convenient store

layout. It makes sure that the customers can freely navigate within the store without any barriers.

Also they use product display as another technique to stimulate purchases.

Arpico superstore is an exemption from the usual supermarkets in Sri Lanka. The store offers

variety of products apart from the food items and the typical products that are available in other

supermarkets. They give priority to both store layout and product display to allow greater

browsing to the customers as there is a range of products. The store also uses music at times to

entertain customers and make them stay longer. Through observations it was evident that the

store lacks lighting and cleanliness to some extent.

Laughs Sunup and Magna widely use the techniques of colour and lighting. The supermarkets

have used attractive colour schemes and there are sufficient lighting. Laughs is in the process of

ensuring an attractive product display and cleanliness throughout the entire supermarket chain.

(Sooriarachchi, P. 2008, pers.comm.5th August) It was observed Magna does not have a

convenient store layout because those stores are located in congested areas where the sizes of the

stores are relatively small.

7. Recommendations

7.1 Short Term Recommendations

It is important that supermarket retailers ensure a clean atmosphere to their customers. The store

floor should always be clean. It is important to remove discoloured and damaged items from

shelves. Greater concern should be given to packaged products especially perishable food

products. The entire supermarket should be clean and hygienic in order to enable the customers

to easily access the products without any complaint. Cleanliness will create a positive impression

among customers and encourage them to stay longer and to visit the store again.

Sri Lankan supermarkets lack the relaxing environment while shopping. Therefore, they can play

background music in order to make shopping an entertaining as well as a soothing exercise to the


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shoppers. The soft and classic music are highly recommended than other genres of music.

According to the age statistics most respondents were within the age category of 41 50 years

and most respondents were employed. Hence, they would seek for soft music to make their

minds relaxed and restful.

Sufficient lighting should be available in the supermarket in order to help the shoppers to select

the rights products, reduce the time wasted and feel relaxation during the shopping tours. If the

store is well lit customers will tend to examine new products and spend more time in the store. It

is more pleasing and enjoyable to spend time in a well lit place rather than a dimly lit area.

It is essential that there is a tagged name and price attached on shelves for each and every

product to make it convenient for the customers to select products that they are willing to buy.

The products should be arranged it an attractive manner with the use of different colours. The

retailers should also look into the space given for each product where customers can easily

identify and get it without a problem.

7.2 Long Term Recommendations

The original colour combination that matches with the company logo should be prominent ineach supermarket to identify the store at a glance. The outer appearance helps to recognize the

place even a customer is out of town and revisit as daily customers.

The height and the size of the shelves and racks should be taken into consideration when

designing the product display. Those should not be too high because the shoppers would hesitate

to check products which above the level of reach. Therefore racks should be designed with a

height of an average person in order to make it convenient for the shoppers to get all the products

they desire. The retailers must also make sure that the shelves are spacious enough to display the

products properly.

The supermarkets can take these visual merchandising techniques into consideration when

opening up new branches. As the customer perception towards store layout, colour, product


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display, music, colour and cleanliness were evaluated the managers can take those into account

to match the customer attitudes and the store design.

According to the demographic statistics most respondents were females. Hence the supermarket

retailers can make one step ahead by providing other services such laundering, beauty parlour

etc. to them while shopping.

8. Conclusion

The key objective of conducting this research was to identify the impact of the selected visual

merchandising techniques on patronage intention in supermarkets. It was focused on thesupermarkets located within Colombo city limits. More specifically the study examined the

relationship of the independent variables of store layout, colour, product display, music, lighting

and cleanliness with the dependent variable being patronage intentions.

Relationships were tested with the use of ANOVA and relationships were identified between

patronage intentions and colour, product display, music, lighting and cleanliness.

Recommendations were provided to improve the patronage in local supermarkets in relation to

the findings of the study. The research is a success achieving all intended objectives and it can be

concluded that the players within the supermarket industry can have a competitive edge by

developing an appropriate visual merchandising strategy.

9.0 REFERENCES AND BIBLIOGRAPHY

9.1 References

Abratt, R. & Goodey, D. S. 1990, Unplanned Buying and In-Store Stimuli in Supermarkets,

Managerial and Decision Economics, vol. 11, no. 2, pp. 111-121.


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Alpert, I. J. & Alpert, I. M. 1990, Music Influences on Mood and Purchase Intentions,

Psychology and Marketing, vol. 7, no. 2, pp. 109-133.

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Baker, J., Parasuraman, A., Grewal, D. & Voss, G.B. 2002, The influence of multiple storeenvironment cues on perceived merchandise value and patronage intentions, Journal of

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Bastow-Shoop, H. Zetocha, D., Passewitz, G., 1991. Visual Merchandising: A Guide for

Small Retailers

Bellizzi, J. A., Crowley, A. E. & Hasty, R. W. 1983, The effects of color in store design,

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Bellizzi, A. J. & Hite, E. R. 1992. Environmental Color, Consumer Feelings, and PurchaseLikelihood, Psychology and Marketing, vol. 9, no. 5, pp. 347-363.

Borges, A. Towards a New Supermarket Layout: From Industrial Categories to One StopShopping Organization Through a Data Mining Approach. Proceeding of the 2003 SMA

Retail Symposium, New Orleans, USA, November 2003.

Bruner II & Gordon C. 1990, Music, Mood, and Marketing,Journal of Marketing, pp. 94-

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Buttle, F. 1984, Merchandising, European Journal of Marketing, vol. 18, no. 6/7, pp. 104-

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Cunha, M. S. & Carvalho, C.J. 2006, The influence of sales promotion on consumers store

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International Congress Marketing Trends, Venice January 20-21.

Davies, J. & Tilley, N. 2004, Interior Design: Using the Management Services Approach in

Retail Premises,Managing Services, vol. 48, no. 7, pp. 10-13.

Eroglu, A. S., Machleit, A. K. & Chebat, C.J. 2005, The Interaction of Retail Density and

Music Tempo: Effects on Shopper Responses, Psychology and Marketing, vol.22, no. 7, pp.

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