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The Effectiveness of the Shopwindow and its Relationship with the Types of Consumer Purchase. An Empirical Study

  • Ma. del Rocío Martínez Torres
  • Ma. Elena Sánchez del Río Vázquez
  • María Sancho Mejías
  • Manuela Vega Vázquez
Part of the Applied Optimization book series (APOP, volume 19)

Abstract

In the last years we attend deep and intense changes in the commercial sector. Given the current competitive environment, the merchandising acquires great importance (De Andrés, 1994). This way, the shopwindow becomes a fundamental element for business success, in particular, for the small commerce. The present investigation analyses the relevance of the shopwindow as an instrument for differentiation, attraction and persuasive communication. Thus, the empirical study has been carried out in order to value the effectiveness of the shopwindow, its influence in the sales and its relationship with the types of the clients’ purchase. Lastly, a reflection about the denominated “shopwindow temperature” is made.

Keywords

Shopwindow Effectiveness Consumer purchase 

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References

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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Ma. del Rocío Martínez Torres
    • 1
  • Ma. Elena Sánchez del Río Vázquez
    • 1
  • María Sancho Mejías
    • 1
  • Manuela Vega Vázquez
    • 1
  1. 1.Department of Business Management & MarketingUniversity of SevilleSpain

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