Skyltfönstrets möjligheter - En kvantitativ studie om skyltfönster baserad på kreativitet och tid -

Sammanfattning: Store windows, as many earlier research studies indicate, is an important factor of the store atmosphere to attract customers into the store. In this study we have narrowed it down and chosen to focus on how different contexts of the store windows will effect customers' evaluation. The purpose is to find out how the context of high creativity and low creativity combined with different time aspect in store windows will affect store image, attitude, entering decisions and purchase intention toward the store. The results are based on a quantitative study where we did an experiment and a field study. The result shows that higher level of creativity is better than lower level of creativity in certain aspects. A store window with high creativity has bigger chance to catch the shopper's attention and create better image towards the store. To get customers to spend longer time observing store windows is important if the store wants to create more positive attitude, improve image, increase buying intention and get more visitor entering the store.