Effect of Window Display Design for Flower Shop on Customers' Buying Desire

Abstract

This study purposed to examine how the window display of flower shops affects consumers' buying desire, and for this purpose, we surveyed flower buying customers' interest in window display according to their gender, age, and occupation. The survey was conducted using a questionnaire with flower shop customers in Seoul, Daegu, and Gyeongju. Interest in window display was over 1.5 times higher in women than in men. Among criteria for choosing a flower shop, window display was more important than other factors. With regard to experience of being stopped by unique window display, many of the respondents replied that they had such an experience, and the frequency was higher among women than among men. Among different types of window display, theme-type window display was most effective in stimulating customers' curiosity and buying desire. According to occupation, housewives showed particularly high interest in window display. The results of this study show that the window display of flower shops has a significant effect on consumers' buying desire.