Eksperyment jako metoda badania wpływu Visual Merchandisingu na skłonności zakupowe
An experiment as the method of Visual Merchandising impact on shopping tendencies

Summary/Abstract: The aim of this article to show the application of an experiment in marketing research. Own research, carried out in June 2013, was used as an example. The article presents: subject, object, scope of research and research methods with expected results. The results of research prove that experiment is an effective tool in marketing research providing valuable information to company’s decision-makers and lowering the operational risk. These actions consist of visual merchandising usage in clothing stores, examination of the effectiveness, and as a result the influence on the sales increase. The article contains conclusions regarding relevance of future research: –– differentiation of Visual Merchandising tools for different customer groups, –– factors of differentiating the time spent by customers on offered products.

• Details
• Contents