The continuity factor in retail store display
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 2
Abstract
While future research is necessary to determine the variation in findings by such factors as store type, merchandise type, degree of self-selection, etc., these data do indicate that there is much to be said in favor of display continuity. This, of course, assumes that increased sales per minute is a desirable goal. The desirability of increasing sales per minute should be reviewed from the customer’s point of view as well as from a management’s frame of reference. If the shopping task is viewed as relatively unpleasant, then speed of purchasing becomes a real factor. However, should the customer feel that the shopping act is more one of entertainment relative to procurement, then purchase proficiency is less relevant.
Keywords
Personal Selling, Store Type, Continuity Factor, Shopping Preference, Time Shopper
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