0405 bertschinger

Università della Svizzera Italiana

Facoltà di Scienze della Comunicazione

Lugano

Fashion Store Image

&

Visual Merchandising

The Case of

Memoria di Licenza

di

Virginia Bertschinger

Matr. Nr.

00-981-332

Relatore: Prof. Ivan Snehota

Anno Accademico 2004 – 2005

Table of contents

3

Table of contents

Table of contents ...............................................................................................................3

Tables ...................................................................................................................................5

Figures..................................................................................................................................5

1 Introduction .....................................................................................................................7

Why this issue is interesting ................................................................................................8 Definition of the notion “Visual Merchandising” ..................................................................9 Definition of the notion “Store Image” .................................................................................9

Image ................................................................................................................................9 Store Image.......................................................................................................................9

Approach............................................................................................................................10 Disposition of the thesis....................................................................................................11

2 Visual Merchandising..................................................................................................13

1. The role of visual merchandising ...................................................................................13 2. The three moments of Visual Merchandising .................................................................14

A: Classification and aggregation ......................................................................................15 B: Rational organization of the selling space......................................................................15 Sequences of the aggregations .........................................................................................16 Distribution of the equipment in the point of sale.................................................................16 C: Efficient and attractive exhibition of the products ............................................................17 Exposition criteria .............................................................................................................18 Assignation of the exhibition spaces ..................................................................................19 Exhibition modalities .........................................................................................................19 Exhibition levels ...............................................................................................................20

3. Interesting and attractive display windows....................................................................20

Six fundamental components ............................................................................................21 Efficiency of the display window ........................................................................................22

3 COMPANYS....................................................................................................................23

Introducing IC COMPANYS ................................................................................................23 Carli Gry International A/S..................................................................................................23 InWear Group A/S...............................................................................................................24 IC COMPANYS’S Mission ...................................................................................................24 IC COMPANYS’S Passion...................................................................................................24 The brand portfolio of IC COMPANYS ................................................................................25 IC COMPANYS Switzerland AG ..........................................................................................31 The four subsidiaries of COMPANYS under observation ...................................................32

Shop 1: Zurich Löwenplatz (ZHLÖ): ...................................................................................32 Shop 2: Zurich Schifflände (ZHS)......................................................................................33

Table of contents

4

Shop 3: Basel (BS)...........................................................................................................33 Shop 4: Lucerne (LU) .......................................................................................................33

General situation of how the visual merchandising is handled..........................................34

4 Research Project ..........................................................................................................35 Research Method ...............................................................................................................35 Research Instrument: Questionnaire .................................................................................37 Structure of the questionnaire............................................................................................38

Part 1: Image ...................................................................................................................38 Part 2: Visual Merchandising.............................................................................................38

Specific Hypotheses...........................................................................................................43

5 Data Report ....................................................................................................................44 Gender ...............................................................................................................................44 Age .....................................................................................................................................45 Club Membership ...............................................................................................................46 Future Intention..................................................................................................................48 Reasons for not purchasing ...............................................................................................48 Image .................................................................................................................................50 Competitors .......................................................................................................................54

6 Analysis and Discussion of Results .......................................................................55

Image and Visual Merchandising – Hypothesis 1...............................................................55 Description of Results.......................................................................................................58 Sales Personnel ...............................................................................................................66 Purchase Frequency ........................................................................................................68 Buyers and the Reason for Entering a Store of COMPANYS...............................................71 Buyers and their judgment of visual merchandising ............................................................77 Loyalty.............................................................................................................................81 Summary .........................................................................................................................87 Restrictions ......................................................................................................................90

7 Conclusion.....................................................................................................................92

8 Bibliography ..................................................................................................................97

9 Appendix.........................................................................................................................99 A: Questionnaire……………………………………………………………………………………….100

B: Basic Findings of the Questionnaire…………………………………………………………...106

C: Calculations for Hypothesis 1…………………………………………………………………...116

Actual Observed Frequencies……………………………………………………………………...116 Expected Cell Frequencies………………………………………………………………………....119 Comparison…………………………………………………………………………………………..122 Degree of Freedom and Critical Chi Square Value………………………………………………125 Figures……………………………………………………………………………………….……….125

D: Calculations for Hypothesis 2…………………………………………………………………...129

Table of contents

5

Tables

Table 4 - 1: Image ............................................................................................................38

Table 4 - 2: Visual Merchandising ....................................................................................38

Table 4 - 3: Image VS Visual Merchandising ....................................................................42

Table 5 - 7: Non Purchase Reasons .................................................................................49

Table 5 - 9: Positive Statements ......................................................................................51

Table 5 - 11: Negative Statements .....................................................................................53

Table 6 - 2: Results Test of Independence………………………………………………………. 57

Table 6 - 3: Shop Fittings in Zurich Schifflände ...............................................................60

Table 6 - 4: Manifoldness in Basel ...................................................................................63

Table 6 - 5: Manifoldness in Zurich Löwenplatz ...............................................................63

Table 6 - 6: Inventiveness of the Assortment in Basel .....................................................63

Table 6 - 7: Cleanness in Basel ........................................................................................65

Table 6 - 8: Friendliness in ZH Löwenplatz ......................................................................65

Table 6 - 9: Friendliness in ZH Schifflände ......................................................................65

Table 6 - 10: Friendliness in Basel……………………………………………………………..…... 69

Table 6 - 11: Friendliness in Lucerne ………………………………… .....................................67

Table 6 - 18: Entering Reasons 1 .......................................................................................73

Table 6 - 23: Visual Merchandising Attributes ..................................................................78

Table 6 - 35: Ranking of Performances ..............................................................................87

Figures

Figure 4 - 4: Connection of Visual Merchandising, Image and Sales Performance……….43

Figure 5 - 1: Gender .........................................................................................................44

Figure 5 - 2: Age ..............................................................................................................45

Figure 5 - 3: Age ..............................................................................................................46

Figure 5 - 4: Club Membership .........................................................................................47

Figure 5 - 5: Future Intention ...........................................................................................48

Figure 5 - 6: Non Purchase ..............................................................................................49

Figure 5 - 8: Pro Image ....................................................................................................51

Figure 5 - 10: Contra Image ...............................................................................................52

Figure 5 - 12: Competitors .................................................................................................54

Figure 6 - 1: Connection of Visual Merchandising and Image .........................................55

Figure 6 - 12: Connection of Visual Merchandising and Sales Performance .....................68

Figure 6 - 13: Purchase Frequency 1 .................................................................................69


Table of contents

6



Figure 6 - 17: Purchase ......................................................................................................72

Figure 6 - 19: Entering Reasons 2 .....................................................................................74

Figure 6 - 20: Entering Reasons 3 .....................................................................................75

Figure 6 - 21: Entering Reason Visual Merchandising .......................................................76

Figure 6 - 22: Visual Merchandising Judgment 1...............................................................78

Figure 6 - 24: Visual Merchandising Estimation ZH Löwenplatz ........................................79

Figure 6 - 25: Visual Merchandising Estimation ZH Schifflände ........................................79

Figure 6 - 26: Visual Merchandising Estimation in Basel ...................................................80

Figure 6 - 27: Visual Merchandising Estimation in Lucerne ..............................................80

Figure 6 - 28: Visual Merchandising Judgment 2 ...............................................................82

Figure 6 - 29: Loyalty .........................................................................................................82

Figure 6 - 30: Loyalty and Positive Image ZH Löwenplatz ..................................................83

Figure 6 - 31: Loyalty and Positive Image ZH Schifflände ..................................................84

Figure 6 - 32: Loyalty and Positive Image Basel.................................................................85

Figure 6 - 33: Loyalty and Positive Image Lucerne.............................................................85

Figure 6 - 34: Loyalty and Positive Image ..........................................................................86

1 Introduction

7

1 Introduction

Most points of sale in the market of fashion today offer free access to their

merchandise, which means that a customer does not need to ask the sales

personnel for assistance and can independently approach the offered

merchandise. The consequence of this is that consumers are not influenced

anymore by a sales person but are influenced by the way the merchandise is

exposed.

Visual merchandising has become a natural component of every modern point of

sale and is characterized by the direct contact between merchandise and clients; it

helps clients to easily approach goods visually, physically, mentally and

intellectually without the help of a sales person (Ravazzi, 2000).

Visual merchandising is seen as an additional service, and therefore it is relevant

for every modern shop, no matter what kind of store it is or what dimension the

store has.

The importance of visual merchandising as an essential instrument of

communication for the retailer and manufacturer derives basically from the

demands of the consumers.

Visual merchandising is therefore believed to provide a fundamental contribution to

a point of sale: it is a tool to valorize a product, a product family, a section, or the

point of sale as a whole. It is a combination of methods that give the product the

ability to be active; thanks to the way it is presented. Its ultimate goal is to increase

profitability (Pisani, 2004).

Visual merchandising is a possibility for a shop to make their merchandise move

towards the customer.

If handled well, visual merchandising improves the commercial functionality of the

point of sale, develops the commercial productivity of the point of sale (improves

the selling per personnel, per square meter etc) and increases its economic

efficiency (accelerate rotation, increase selling) (Ravazzi, 2000).

The aim of this thesis is to examine whether visual merchandising has an influence

on the store image or not and furthermore to realize whether it has an impact on

the sales performance. The goal is to understand the relation between visual

merchandising and the image and visual merchandising and the sales performance

1 Introduction

8

in order to see whether the role of visual merchandising is the one described

above.

Why this issue is interesting

If it can be agreed on that the first visual communication of the image statement of

the store’s offer is inherent in the way in which the merchandise is presented within

the window and the shop, one might expect that this would be demonstrated in the

literature of retailing.

Yet this specific literature does not contain a coherent approach or provide

significant coverage of the subject:

“Businessmen, however, have tended to neglect atmosphere as a marketing tool.

This is due to two factors. First, men of business tend to be practical and functional

in their thinking […]. Therefore they have tended to neglect the aesthetic factor in

consumption. Secondly, atmospheres are a silent language in communication. It is

only recently that recognition and study has been given to various silent languages

[…].” (Kotler, 1973-1974:48)

Visual merchandising is not practiced “as consciously and skillfully as they

[retailers] now use price, advertising, personal selling, public relations and other

tools of marketing” (Kotler, 1973-1974:50).

This neglect need not signify that the area is not worthy of academic scrutiny, but

fact may be that since the area concerns perceptions of creativity, areas which are

difficult to test, researchers may feel unable to meaningfully communicate and

analyse visual merchandising.

As a first step to make this research operational and comprehensive, I will define

the notion of “Visual Merchandising” and “Store Image”. Proceeding from

definitions that I found in literature and from personal ideas I created concrete

definitions of what is to be held in mind when talking about “Visual Merchandising”,

and “Image” (store image) in this thesis.

1 Introduction

9

Definition of the notion “Visual Merchandising”

Visual merchandising is a complex matter. It involves a lot of different disciplines

such as for example marketing, design, semiotics, psychology and architecture.

For this research the focus is set on marketing. I will neglect the other disciplines

because firstly, concentrating on all these would go beyond the limits and the

dimension of this thesis and secondly, I think that I will be able to reject or to

corroborate the hypothesis that visual merchandising has an influence on the store

image without entering in those areas. Therefore, I will concentrate on visual

merchandising as:

“The totality of all exposition techniques that allow to settle the presentation of the

merchandise in the display window and in the interior of the point of sale

effectively. It is the totality of all marketing activities that can be realized in the point

of sale in order to valorize the product and to increase the sell-out.” (Ravazzi,

2004)

Definition of the notion “Store Image”

Image

What the consumer thinks, as a result of seeing, hearing about, or otherwise

coming into contact with an organization, product, or service; the entire collection

of thoughts summed up in a single mental picture from the consumer’s viewpoint.

(Govoni, 2004:95)

Store Image

“Fundamenta l asset of the immaterial patrimony of the commercial company”

(Calderano, 1990 e Castaldo, 1995 in Castaldo, 2001: 41)

1 Introduction

10

The image can be defined as “the personality” of the point of sale. This personality

is determined in base of all significations that characterize the point of sale and of

all relations that build up among these significations. The intention of the concept

of signification is to highlight that the image of a point of sale is determined of what

the client associates to the perceived elements. The existence of a system of

relations between the significations indicates that the perceived dimensions are

inserted in a common structure that connects them to a unique system (Lindquist,

1974 in Castaldo, 2001:42): like this the concept of image is delineated as a

cognitive synthesis superordinated compared to the perception of the single

elements that contribute to define it (Busacca, 1994 and Castaldo, 1995 in

Castaldo, 2001:42).

According to Smith, the human eye is more sensitive than is sometimes imagined.

Clues about a shop are often absorbed without one consciously realizing it. These

clues help shoppers to understand what kind of shop they are about to enter. “The

store’s exterior offers an opportunity to communicate with the customer, for

example to invite them into the store” (Smith, 1997: 369).

“It is worth remembering that products, service and store design all contribute

towards the overall store image, but if a customer has no prior experience of a

particular store nor any word-of-mouth reference from peers, then the decision to

enter or not to enter may be made solely from the store’s visual image” (Smith,

1997: 369).

Approach

In order to prove that visual merchandising has an impact on the image, a

confrontation between four in Switzerland located shops of the company

“COMPANYS” was conducted.

Two of these shops are situated in Zurich, one at the “Löwenplatz” and the other

one at the “Schifflände”. The third store is placed in Basel and the fourth in

Lucerne. The shops have been chosen by the criteria of being as distinctive as

possible in their appearance, thus in visual merchandising. The diversity of visual

merchandising in those four shops should make it possible to realize whether

1 Introduction

11

visual merchandising does sometimes have an impact on the image, does always

have an impact or does not at all have an influence on the store image.

In order to measure this, a survey on 40 clients of each store was made, which

makes a total of 160 questionnaires for the observation. Questions that allow

seeing the impact of visual merchandising on the image were interlaced in the

opinionaire.

Because COMPANYS does not have a database of their clients and because they

can not hand out addresses of clients, the survey was realized directly in the shops

on people who had entered the store and were about to leave the store. The clients

were politely asked to complete the questionnaire. I did not insist when the clients

seemed to be stressed or when they hesitated when asked to sacrifice five minutes

of their precious time, in order to avoid annoying the clients of COMPANYS. Those

who agreed to participate in the survey were recompensed with some chocolate.

The time scheduled for the data gathering was approximately one week, and it was

carried out by me personally.

Disposition of the thesis

Chapter 1, Introduction, provided information about the contents and topic of this

thesis, the motivation for choosing the subject and definitions of the notions “visual

merchandising” and “store image”. Furthermore, the way of how the thematic of

this thesis was approached is explained.

Chapter 2, Visual Merchandising, provides a theoretical approach of visual

merchandising. Firstly, the reasons for focusing on visual merchandising are listed.

Then the three basic moments of visual merchandising are explained. The last part

of this chapter treats the display windows and their role in providing information

about the image of the store.

Chapter 3, COMPANYS, provides some general information about the creation of

IC COMPANYS (COMPANYS) and about its mission and passion. Furthermore the

brand portfolio of COMPANYS is presented in order to create a general impression

for the reader of what kind of fashion store this thesis is dealing with. The last part

1 Introduction

12

of this chapter presents IC COMPANYS Switzerland and the 4 subsidiaries that are

making part of this thesis’ research.

Chapter 4, Research Project, provides information about the empirical part of this

thesis. As a first step, the research method and the applied instrument, the

questionnaire, are presented. Furthermore the structure of the questionnaire is

explained and the logic behind the most important questions is illustrated.

Chapter 5, Data Report, provides information about the findings of this thesis’

research. General findings such as gender and age of the participants, the

COMPANYS’ membership and the future intentions of whether someone will again

visit COMPANYS or not, the reasons for not having purchased anything at

COMPANYS, the competitors of COMPANYS, and some information about the

image are visually illustrated and then described.

Chapter 6, Analysis and Discussion of Results, refers to the hypotheses

introduced in chapter 4 and therefore will discuss the most important findings of

this thesis’ research.

Chapter 7, Conclusion, reassumes the most important parts of this thesis.

Chapter 8, Bibliography, contains a list of all for this thesis considered literature.

Chapter 9, Appendix, illustrates the questionnaire, the findings of the

questionnaire and the calculations for the hypotheses.

2 Visual Merchandising

13


“Visual Merchandising is to present all products in a stimulating and inspiring way”

(Visual Merchandising Guidelines for COMPANYS, 2004)

1. The role of visual merchandising

“In recent years, there has been a growing recognition that store interiors and

exteriors can be designed to create specific feelings in shoppers that can have an

important cuing or reinforcing effect on purchase” (Kotler, 1973-1974:50).

According to Cristina Ravazzi (2000), the motives for concentrating on visual

merchandising basically derive from the consumer. His interests are:

• Extra service: today visual selling is seen as a supplementary service

• Finding more easily what he is looking for in order to save time

• Easier decision making

• Feeling more comfortable and less stressed

• Being in an interesting store

• Having a good survey

But it is also important for the retailer, because:

Visual merchandising

• makes communication with the clients better: makes the products

communicate and makes them be seen more easily

• is a supplementary communication to the one between the sales personnel

and the clients which makes selling more professional

• makes the point of sales nicer and makes it more valuable and better usable

for the clients

• augments the functionality of the point of sale

• increases commercial productivity


14

Visual selling has become a natural component of every modern point of sale and

is characterized by the direct contact between goods and the clients; it helps

clients to easily approach goods without the help of a sales person. (Ravazzi,

2000)

2. The three moments of Visual Merchandising

Ravazzi divides visual merchandising into three strategic and operative moments.

In the following these moments will be explained based on what Ravazzi wrote in

her book.

A Classification and aggregation

B Rational organization of the selling space

C Interesting and attractive exhibition of the products

The classification is a preparation to the realization of an efficient merchandise

aggregation. An aggregation has to be able to satisfy a total of acquisition needs,

to remind other needs than the ones that made the client enter the store and to

offer useful proposals and alternatives.

After aggregating the merchandise that make part of the assortment of the store

the second phase of visual merchandising starts, the rational organization of the

selling space (B). The layout is important to make the point of sale as a whole

more readable and easier to use. The first step of this second moment refers to the

distribution of the merchandise offer in the point of sale. The layout is realized by

distributing the different aggregations and by creating a logical sequence for the

clients. For each section the specific equipment is chosen to expose the

merchandise. The third moment of visual merchandising concerns the interesting

and attractive exposure of the products (C). It consists of the definition of the

criteria and techniques of the exhibition of the products, of the assignment and

distribution of the exposure spaces to the different products, of the definition of the

exhibition modalities and of the organization of efficient promotional exhibitions.

The display is an essential element of information, communication and animation

for the point of sale and its clients.


15

A: Classification and aggregation

By having meaningful aggregations of the offered merchandise the modern point of

sale is able to communicate more efficiently with its target clients. Doing so, the

point of sale explains better its proper identity and the role it plays in the market.

To realize suggestive aggregations, a detailed classification of the offered

merchandise has to be carried out on the basis of the specific requirements of the

target clients. Criteria for aggregations can be:

• Modality of use

• Modality of acquisition

• Etc.

By classifying the offer, a point of sale determines its type of specialization and

therefore its character which permits the client to understand whether this point of

sale is able to satisfy his requirements or not.

B: Rational organization of the selling space

“Every store has a physical layout that makes moving around in it either hard or

easy”. (Kotler & Armstrong, 1996:401)

The second moment of visual merchandising regards the rational organization of

the selling space, the so called layout which concerns:

• The definition of the circulation and the design of the passages

• The distribution of the merchandise aggregations in the selling space and

hence the definition of their logical sequence (= layout of the merchandise)

• The choice of the equipment and its distribution in the selling space

(= layout of the equipment)

• The signaling

There are several objectives of organizing the selling space which are:


16

• Making the point of sale easily usable for the clients

• Making work for the selling staff more comfortable

• Making the merchandise communicative and readable

• Facilitating and stimulating the acquisition

• Getting efficient use of the space and equipment

• Facilitating the controlling and reordering of the merchandise

• Improving the commercial productivity

• Communicating and approving the image of the shop

Sequences of the aggregations

The next step after defining the aggregations of the merchandise is to distribute the

products in a sequence. The decision of how the sequence has to be is made in

reference to the target customer.

The main objective of the layout of the merchandise is to immediately make

readable the offered merchandise. Doing so, the customer instantly perceives the

main characteristics of the merchandise.

The sequence of the aggregations should make the client circulate in the shop and

eliminate any fear of acquisition. Furthermore it can stimulate the customers to buy

also complementary or supplementary products.

The distribution of the aggregations depends on the point of sale and is therefore

different from one shop to the other.

Distribution of the equipment in the point of sale

In the so far described context the sales equipment becomes a determined

component of the efficient use of the point of sale. The equipment is an important

instrument of visual merchandising, thus for the visual selling as it has to be able to

show the offered merchandise in an efficient way.

The sales equipment has to:

• Divide the offered merchandise into sections


17

• Help to highlight the specific characteristics of each aggregation of

merchandise

• Distinguish and valorize each sector

• Be adapted to the offered merchandise

The sales equipment should never outweigh the offered merchandise, but should

be able to “disappear” and thus highlight the offering and not itself.

C: Efficient and attractive exhibition of the products

The third moment of visual merchandising is the systematic managing of the

exposition space, the so called display.

The objectives of the display are:

• Keeping the products at the client’s and the sales personnel’s disposal,

• presenting the products efficiently,

• informing the clients about the products that make part of the offer,

• attracting interest of the clients in the products and stimulating curiosity,

• saving time,

in order to contribute to the functionality, productivity, and efficiency of the point of

sale.

Good presentation of the products needs to be sufficiently informative about the

single products, about the amplitude of the assortment and about the profoundness

of the spectrum (palette).

An interesting and attractive exhibition of the products is an important factor to

differentiate the point of sale. It is also an essential factor for the commercial image

and needs to be coherent with the objective-image of the point of sale, with the

different products, the different aggregations, the equipment etc. This does not

mean that all the sectors need to have the same appearance, but that there have

to be common style and criteria of exposing the merchandise in order to have a

homogeneous image.


18

Whereas the organization of the selling space remains relatively stable, the

exhibition of the products often has to be readapted:

• To be adjusted to the variation of the selling

• When new merchandise has to be inserted

• When products are eliminated

• When the assignation of the spaces change

• When there is a seasonal changing

• When there is a changing in the trends

• When there are new strategic or tactical interventions.

“[…] implemented atmospheres must be periodically reevaluated in relation to new

possibilities and competitive developments.” (Kotler, 1973-1974:62)

Exposition criteria

Before choosing the exposition criteria of the products, the typical exposition

modality of the products has to be defined, thus how the merchandise has to be

physically placed on the sales equipment. A product does not only have one single

exposition modality, but it can be displayed in different ways, such as for example

in bins, on counters, on shelves, hung up etc.

As a next step the exhibition criteria have to be fixed. It is important that its logic is

homogeneous in order to maintain a certain coherence of the total image of the

shop.

Exhibition criteria are:

• Seasonality

• Brand

• Style

• Etc

Those criteria are not mutually exclusive and can therefore be combined.


19

Assignation of the exhibition spaces

After having decided how to expose the products they have to be physically

collocated on the sales equipment. To do so, the quantity of products to expose

and the respective exhibition space have to be fixed. In general, the exhibition

space that has to be assigned to each product depends on:

• Its dimension

• Its weight

• The frequency its getting purchased

• Its economic return

• The general objectives of the company

• The objectives of the image

• Etc.

The assignation of the exhibition space also depends, for example, on the

necessity to put some products in particular evidence in order to increase the

selling, accelerate the rotation or because this product constitutes an important

factor of the image.

It is essential to adapt the spaces to the specific inherent necessities of each

product. The assignation of the exhibition space can not be determined once and

then kept like that, but it requires to be modified in view of the selling, of the

company’s objectives and of seasonal or promotional necessities.

Exhibition modalities

Once the exhibition criteria stabilized and the exhibition space determined to

assign, the modality of exhibition has to be chosen. There are two fundamental

exhibition modalities:

• horizontal exposition

and

• vertical exposition


20

Horizontal exhibition tends to accelerate the passage of the clients in front of a

shelf. Therefore this exhibition modality is more adapted to programmed

acquisitions of known products that are frequently purchased.

The vertical exhibition is more adapted for complicated acquisitions because it

makes the clients slow down and stop in front of the shelf.

In the operative reality, one modality does not mutually exclude the other one but

there is often a mixed exhibition. If so, the vertical exhibition is mostly chosen as

the principal modality while the horizontal one is chosen as secondary modality.

Exhibition levels

Alongside determining the exhibition criteria and modalities and the space for each

product, the level of exhibition has to be chosen. In visual selling there are usually

the following levels:

• Level of hat

• Level of eyes

• Level of hands

• Ground level

The level of the eyes usually is the “best” level because the products exposed

there are the first ones seen.

The level of the hands is the second “best” level because it is easy for a client to

approach to this level and touch the exposed merchandise.

The hat level and the ground level are a bit more unfortunate, but thanks to visual

merchandising those two levels can be valorized, too.

(Ravazzi, 2000)

3. Interesting and attractive display windows

According to Cristina Ravazzi, a modern point of sale requires to communicate with

its clients, not only via publicity, promotion or the sales personnel but also via the


21

display windows. Display windows contribute a lot to the judgment that the clients

make of a point of sale, thus it plays an important role in the creation and

confirmation of the image of a store.

Via the display windows the clients can identify the style and personality of the

point of sale and its credibility. Therefore the display window can not limit itself to

simply expose the products, but needs to make them “talk” by making them

emerge, deliver ideas of how to use them and demonstrate their quality and

characteristics (Ravazzi, 2000).

The display window makes part of the whole visual merchandising system and

therefore its style and modality to communicate, its logic, its messages, its

structural elements and its exhibition criteria need to be coordinated with those of

the visual merchandising system.

As the image is the synthesis of everything that represents the point of sale and

that its clients expect from it, there has to be a harmony between the external

(expressed by the display windows) and the internal image, which is also

confirmed by Castaldo: the display windows drive the corporate image: its décor

has to be guided by the principle of the coherence with the other instruments of

visual merchandising (Castaldo, 2001:139).

Six fundamental components

A display window only has a sense and is efficient if it is functional, that means it is

able to realize the objectives of the point of sale (for example attract the clients to

enter the shop). According to Castaldo, the display windows probably are the most

important visual communication instrument that a retailer has at his disposal to

attract the attention of the potential clients and to make the clients enter the store

(Castaldo, 2001). Therefore it can be said that it is important for a point of sale that

this instrument is used efficiently.

Based on Ravazzi, a display window needs the following components to be

efficient:

• Visibility (clear exhibition, no overload of products)


22

• Uniformity (aggregating products that have the same destination of use or

are convergent)

• Simplicity

• Originality (intended as a factor to attract attention)

• Cleanness

• Variety (intended as continuous changing of the exhibitions in the display

window)

(Ravazzi, 2000)

Efficiency of the display window

The efficiency of the display window is not only measured in regard of the quality of

its exhibition but also in relation to its capacity to:

• Inform

• Propose solutions

• Remember and propose needs

• Communicate ideas

• Signal novelties

• Stimulate needs

(Pisani, 2004)

A few well chosen, well positioned and well illuminated products are sufficient to

get an efficient communication (Ravazzi, 2001). And also Pisani mentioned in her

course to have an efficient display window there is no need to expose a lot of

merchandise; it is not the quantity that counts but the quality (Pisani, 2004).

3 COMPANYS

23

3 COMPANYS

Introducing IC COMPANYS

IC COMPANYS A/S is a Danish public limited company created by the merger of

Carli Gry International A/S and InWear Group A/S on the 30 of April 2001. Both of

the parties have brought strong and established brands into their partnership and

today their portfolio includes: Jackpot, Cottonfield, InWear, Matinique, Part Two,

PTM, Peak Performance, Saint Tropez, Designers Remix Collection, O by Isabell

Kristensen, Edging, Error, Tiger of Sweden and By Malene Birger. The company

designs and sells a strong product portfolio of clothing which aims at quality

conscious women and men all over the world.

IC COMPANYS is one of the largest clothing companies in northern Europe,

comprehending 263 company owned shops in 18 countries and 30 factory outlets

in 13 countries. IC COMPANYS has approximately 2340 employees.

Carli Gry International A/S

Carli Gry was founded by Jørgen and Carli Gry in the 1940s. Klaus Helmersen

took over the company in 1973 and introduced Jackpot in 1974. The first subsidiary

was established in Norway in 1976, and the company expanded through growth in

the wholesale operation throughout the 1980s. Cottonfield was introduced in 1986,

and the first central distribution centre was opened in 1993. The internationalization

of the wholesale operation started in 1990, and in 1997 the company began to

expand by increasing the number of shops owned by Carli Gry. Carli Gry’s shares

were listed on the Copenhagen Stock Exchange in 1996, and Carli Gry acquired

the Swedish company Peak Performance in 1998.

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InWear Group A/S

InWear was founded in 1969 by Niels Martinsen, who launched a line of

leisurewear for young women under the InWear brand. In 1973, a corresponding

line, Matinique, for young men was launched and, in 1986, the product range was

expanded to comprise the brands Part Two and Radio. The latter was divested in

1993. InWear began to expand internationally already in the 1970s when the first

subsidiaries were established in 1974 in Sweden and Norway. The geographical

expansion continued throughout the 1980s. The Company’s first own retail shop

was opened in 1980. InWear’s shares were listed on the Copenhagen Stock

Exchange in 1996.

IC COMPANYS’S Mission

“We build international brands that allow people to feel and perform their best. It is

our objective to be a leading international brand driven clothing business, primarily

targeting the northern and central European markets. We believe in the

Scandinavian values of simplicity, honesty, functionality, and innovation as the

guiding principle for the development of our activities. Through these values we will

create growth and market value for the benefit of our stakeholders.” (COMPANYS,

2004)

IC COMPANYS’S Passion

“It is the passion of IC Companys to bring ever better brands to our customers.”

(COMPANYS, 2004)

3 COMPANYS

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The brand portfolio of IC COMPANYS

Jackpot is IC COMPANYS' largest brand. The concept focuses on feminine

clothing with colorful, comfortable and practical features. Jackpot targets sensual,

natural, romantic, price-conscious women who are family oriented and value-

driven.

Mission: Jackpot gives its customers a sense of exciting, charismatic youthfulness

and an opportunity to express themselves creatively through colors and patterns.

Jackpot customers are individual and daring.

Brand values: Brand values reflect an enjoyment of life, honesty, caring,

individuality and a fondness of colors.

Design concept: Jackpot's design concept is based on femininity and rich colors

combined with comfortable and practical features.

IC COMPANYS’ second-largest brand is InWear which targets serious, lifestyle-

oriented customers who are well-educated, active and live in a city or a suburb.

Mission: InWear speaks to the customers and sells them professional insight and a

sense of security with regard to what they communicate through their clothing.

InWear addresses women, rather than wives or mothers.

Brand values: The brand focuses on a 'girlfriend' approach, challenging, confirming

and attentive women who do not get lost in details.

Design concept: InWear's design concept is based on the neoclassical "clean

look"; formal, but with a twist of semi formality.

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Matinique targets relatively young, intelligent and career-oriented men, who have

defined their values, have an active leisure life and who live in a city or suburb.

Mission: Matinique offers a modern style universe with informal undertones,

reflecting a person who has struck a balance between his human values and his

career.

Brand values: The brand targets honest, intelligent and modern consumers

focusing on value.

Design concept: The Matinique design concept is based on the neoclassical "clean

look"; formal, but with a twist of semi formality.

Cottonfield targets quality conscious and well-educated men who enjoy life in a

relaxed, humorous and unpretentious way.

Mission: Cottonfield aims at being represented in stores less than ½ hour away

from the end consumer.

Brand values: The brand targets unpretentious, classic, masculine and sporty men.

Design concept: The Cottonfield design concept is modern, casual and masculine

inspired by Scandinavian design values.

Part Two targets quality-oriented men and women, people who are well-educated,

value family and friends and have a high activity level.

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Mission: Part Two tends to create a truly natural and comfortable lifestyle, based

on truly classical design, irrespective of age.

Brand values: This brand's values are based on authenticity, humanity, quality and

the enjoyment of life.

Design concept: The Part Two concept is aimed at casual outdoor and work use as

well as social occasions.

Peak Performance caters for active people who seek to get the best and most out

of life. The focus is on interests and lifestyle, and not on the age of persons;

consumers who are quality-conscious 'Peak Performers'.

Mission: Peak Performances’ mission is to develop and sell high functional, world

class quality products which can withstand attempts to attain peak performance.

Brand values: The focus is set on “Love of Sports - Love of Nature”, quality,

functionality and innovation.

Design concept: The Peak Performance design concept is inspired by sports and

features a detailed and functional design.

Saint Tropez targets the younger age group.

Mission: Saint Tropez offers fashion products with a short lead time targeting

women aged from 20 years upwards.

Brand values: Today’s design is focusing on "feel & fit" quality and colors reflecting

the latest fashion, which modern women want and can afford.

Design concept: Focus on what consumers look for here and now, at the right

price/quality relationship.

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O by Isabel Kristensen is an international label targeting young women.

Mission: The philosophy is "a designer brand you can afford".

Brand values: "Too much is never enough".

Design concept: The concept is to design clothes which are always provocative,

sexy, "in", and never sweet. The wish is to address young individual girls of 18

years and upwards. Generally, prices are lower than IC Companys' other brands

for women.

Designers Remix Collection targets women and has been developed by IC

COMPANYS' designers as a reaction to the current "anti-concept" trend.

Mission: The common philosophy is "change".

Brand values: Designers Remix Collection always reacts to the latest trends.

Designers Remix Collection has no concept - it has personality.

Design concept: When things have fallen out of fashion, Designers Remix

Collection has already created the next fashion. The general price level is higher

than IC Companys' other brands.

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ERROR is designed for the young guy who starts his day in a pair of jeans and a

T-shirt. He is in the loop and knows what is going on around town. He is fashion-

forward, but always comfortable.

Mission: ERROR – produced to make you feel good – are jeans-inspired clothes

for the casual young guy who wants to stand out.

Brand values: Humor, respect, masculine, laid back and fashion-forward with a

twist.

Design concept: Fun is fundamental, fashion driven with a twist, comfortable,

affordable and right on time.

Edging targets the fashion conscious and daring girl who knows what is going on

around her. Edging is made for the girl who likes to mix styles in an innovative and

cool way. Above all Edging is made to make her look stylish.

Mission: The Edging brand is positioned as InWear’s younger sister, a fashion-

forward sub-brand inspired by an urban outgoing lifestyle. The brand will stay true

to the InWear value when it comes to quality.

Brand values: “The brand is all about making innovative clothes while having fun”.

Design concept: The design is innovative, young, always new and sexy.

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Tiger of Sweden targets progressive, style and fashion conscious, but not elitist

people.

Mission: Tiger of Sweden is the Authority of Cool Urban Style with a Surprising

Edge.

Brand values: Tiger of Sweden is always the small company fighting the big

dragons. It has a (hi)story to tell – about being decidedly untraditional while having

a strong tradition.

Design concept: Tiger of Sweden is a formal confection with leisure attitude and

solid tailor skills. It is a surprising inside without the need for an ostentatious

exterior. Tiger of Sweden is about turning details into gems.

A classically styled brand, primarily for women, who express the highly personal

styles for which Malene Birger is known.

Mission: Unique, personal clothes that express Malene Birger's world.

Brand values: "My work is my passion. Where I am in life, reflects my vision of style

and that vision can be seen in everything I touch," says Malene Birger.

Design concept: A bohemian, classical style that expresses, with an edge, sexy

sophistication.

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IC COMPANYS Switzerland AG

In Switzerland IC COMPANYS' is represented by 7 stores so far, which are located

in Zurich (2 shops), Basel, Bern, St.Gallen, Zug and Lucerne.

In Switzerland IC COMPANYS' shops were known with the brand names “InWear”

and “Matinique”. One year ago IC COMPANYS decided to manage all their stores

under the unique name of “COMPANYS'”. This decision was made in order to have

a homogeneous appearance of the retail stores and in order to have the possibility

to further expand. In this new retail concept other brands such as Allessandrini,

Bikkembergs, Bruuns Bazaar, Dolce& Gabbana, Girebaud, Guess, Lindbergh,

Richmond etc. make part of the company’s portfolio.

COMPANYS is a new multi brand store format offering their customers a big choice

of trendy lifestyle products and brands. The merchandising concept is built on their

own brands and some complementary guest brands which should be able to offer

their customers all the latest trends.

COMPANYS has established five credos in context with their new appearance,

which are:

Product: COMPANYS stores offer many different products and brands which

should and can be combined and mixed. They offer the whole range from

economic clothes to designer clothes. The brand portfolio covers the casual

sportive as well as the formal look.

Comfort: It is easy and agreeable to do one’s shopping in the COMPANYS stores;

products and brands are easy to find and also easily accessible. A relaxing zone

offers the possibility to have a break and relax for a while.

Service: COMPANYS' sales personnel is highly motivated and always available.

With the offer of the COMPANYS Club membership the customers have the

possibility to collect points.

Experience: Seasonal changing of the store design, theme events and different

presentations should make every visit in a COMPANYS store an experience.

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Style: COMPANYS' is characterized by strong brands which deliver lifestyle, spirit

of the age and trend competence. They work together with some of the best

brands and present them in a modern and trendy atmosphere supported by great

events and marketing campaigns.

In this thesis the focus will be set on some of the shops located in Switzerland,

more precisely the ones in Zurich (Zurich Löwenplatz and Zurich Schifflände),

Basel and Luzerne.

The four subsidiaries of COMPANYS under observation

As already mentioned, the decision was made to concentrate the survey on four of

the seven Swiss shops. This choice was made by the criteria of having four shops

as distinctive as possible regarding visual merchandising. The shops making part

of the investigation are:

Shop 1: Zurich Löwenplatz (ZHLÖ):

Sales area: 336 square meters

Employees: 10.5

Brands in the assortment:

• Women’s wear:

InWear, Bikkembergs, Diesel, Girbaud, Guess, Nolita, O by Isabell

Kristensen, Quick, St.Tropez, Tiger of Sweden, Remix

• Men’s wear:

Matinique, Bikkembergs, Cottonfield, Diesel, Error, Guess, Lindbergh,

Quick, Tiger of Sweden

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Shop 2: Zurich Schifflände (ZHS)


Employees: 6


• Women’s wear:


Kristensen, Quick, St.Tropez, Tiger of Sweden, Remix

Shop 3: Basel (BS)


Employees: 11.5


• Women’s wear:

InWear, Bikkembergs, Diesel, Guess, Nolita, Peak Performance, Quick, O

by Isabell Kristensen, St. Tropez, Tiger of Sweden, Remix

• Men’s wear:

Matinique, Bikkembergs, Cottonfield, Diesel, Error, Guess, Lindbergh, Peak

Performance, Quick, Tiger of Sweden

Shop 4: Lucerne (LU)


Employees: 11


• Women’s wear:


Kristensen, Peak, Performance, Quick, St. Tropez, Tiger of Sweden, Remix

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34

• Men’s wear:

Matinique, Bikkembergs, Cottonfield, Diesel, Error, Guess, Lindbergh, Peak

Performance

Quick, Tiger of Sweden

General situation of how the visual merchandising is handled

The motto in all of the shops is “your store, your decision” which means that within

the from above fixed guidelines each shop is free to make decisions about their

visual merchandising. Mrs. Mingrone, the visual merchandiser, is the person who

assists the staff how visual merchandising has to be practiced and which are the

main guidelines. She is responsible for all of the shops in Switzerland and her duty

is to train the sales personnel in visual merchandising. More or less every two

weeks she visits the shops to check the visual merchandising and to advise the

staff if necessary. The implementation regards the staff directly as becomes clear

in the above mentioned motto.

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4 Research Project

In order to measure the impact of visual merchandising on the image of the four

shops of COMPANYS under observation, a survey on 40 clients of each store has

been realized which makes a total of 160 interviewed persons.

The survey has been realized from 28th June until 2nd July. During this period of

time the stores of COMPANYS were in the third week of their summer sales. The

decision to conduct the survey even in that period of time was mainly made

because for this thesis’ research the fact of sales should not have an influence on

the results. All the other stores of other companies had their sales in the same

period of time; therefore it could be assumed that the situation confronted to other

stores was balanced and that the sales should not have any influence on the

important findings.

Please note: only four of the seven in Switzerland located shops of COMPANYS

make part of this research with the justification that those four shops most vary in

their appearance, thus in their visual merchandising activities.

Research Method

The method used for this thesis is the survey research method. Within the different

methods of doing a survey research I have decided to conduct mine with the

personal interview technique. This decision was made in order to have a face-to-

face interaction between the researcher and the respondent which should permit to

obtain complete and precise information (Zikmund, 2000:191):

• The opportunity of feedback in both directions:

The interviewer has the possibility to provide additional information

concerning the purpose of the study, or if necessary, clarify any questions

4 Research Project

36

concerning formulations or meanings. On the other hand, the respondent

may give additional feedback to his answer.

• Probing complex answers:

If a respondent’s answer is brief or unclear, the interviewer may ask for a

more precise explanation.

• Complete questionnaires:

The interaction in a personal interview increases the likelihood that none of

the questions are neglected.

The disadvantages of the chosen technique are the following:

• Disclosure of respondent:

A respondent is not anonymous and may be reluctant to provide confidential

information to another person.

• Characteristics of the interviewer:

The demographic characteristics of the interviewer may influence the

respondent’s answers.

• Differential interviewer techniques ,

as for example rephrasing a question, may have an influence as well.

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Research Instrument: Questionnaire

The questionnaire was written in German since the subsidiaries of COMPANYS

are located in Zurich, Lucerne and Basel and the sample population therefore is

from the German speaking part of Switzerland.

In order to avoid or minimize possible biases, the following rules had been held in

mind when creating the demands of the questionnaire (Dauwalder and Pomini,

2003):

• Expert Error:

The questions are formulated in a simple and clear manner. Ambiguity was

avoided by asking questions in a precise manner. For all the questions

where the answer was either “yes” or “no” there was given the possibility to

answer “don’t know” (excepting question number 2 and 3 where the answer

for each subject was definite and questions 6.1 where the given alternative

to “yes” and “no” was “not always” instead of “don’t know”)

• Context Effect:

The questions were formulated in a non transparent manner, in order to

avoid that the interviewed customers search for information about the

hypotheses of the research.

• Priming Effect:

In order to avoid that the answer of a question was influenced by a previous

one, particular attention had been paid to the sequence of the questions.

Furthermore all the respondents were told not to turn back to adapt or

correct previous answers.

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Structure of the questionnaire

The structure of the questionnaire is divided into two main parts, which are part 1

“Image” and part 2 “Visual Merchandising”. This division was made in order to be

able to make a confrontation between the findings. The objective was to find out

whether visual merchandising has an influence on the image of COMPANYS or

not. As a consequence the first goal of the survey was to understand what the

image of COMPANYS is, and then to realize whether the activities of visual

merchandising have an impact on this image. To further illustrate this division and

how the parts were confronted, I will first list the topics of the questionnaire with the

respective question numbers, and then take some examples from the

questionnaire:

Part 1: Image

Question Number Topic

1, 2, and 3 General information

4 and 5 Associations - Image

6 and 7 Competitors and COMPANYS

- Table 4 - 1: Image -

Part 2: Visual Merchandising

Question Number Topic

8, 9, and 10 Intentions

11 General information

12 – 23 Estimation of attributes of Visual Merchandising compared to

Competitors

- Table 4 - 2: Visual Merchandising -

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Please note: the division of the structure into two parts was not apparent for the

respondents.

In the following the most important questions of the questionnaire, thus the ones

that refer to the hypotheses, will be illustrated; furthermore their connection (if

existent) and the reason for connecting them will be explained.

Please note: the English translation of the German expressions of the following

examples are all listed in table 4-3.

Example 1a - Part 1 “Image”, question 5:

Was kommt Ihnen in den Sinn wenn Sie an COMPANYS denken? (mehrere

Kreuzchen möglich)

What comes to your mind when thinking of COMPANYS? (Several ticks possible)

Freundliche Bedienung Sauber Schönes Schaufenster

Schöne Einrichtung Modern Trendy

Vielfältig Tolle Marken Tolle Kleider

Originell Übersichtlich Ordentlich

Angenehmer Laden Gute Qualität Attraktive Präsentation

The first aim of this question was to understand what association people have

when thinking of COMPANYS.

The second aim of this question was to understand whether the visual

merchandising activities of COMPANYS do affect the people’s association or not.

This question is therefore related to part 2 “Visual Merchandising” which is

illustrated by 3 examples taken out of the questionnaire below in example 1b.

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Example 1b - Part 2 “Visual Merchandising”, questions 14, 15 and 21:

14. Attraktivität des Schaufensters

viel schlechter -2 -1 0 +1 +2 viel besser

15. Attraktivität der Einrichtung des Ladens


21. Stimmung/Atmosphäre


In part 2 the respondents had to rate to which extent certain criteria (attributes) of

visual merchandising applied to COMPANYS on a scale from “viel schlechter”

(much worse) to “viel besser” (much better) in confrontation to the other clothing

shops mentioned in question 6 and 7.

A scale with 5 levels was used for part 2 of the questionnaire, with level -2 meaning

“viel schlechter” (much worse than the other shops), -1 “schlechter” (worse than the

other shops), 0 “ziemlich ähnlich” (quite similar to the other shops), +1 “besser”

(better than the other shops) and +2 “viel besser” (much better than the other

shops). In order to he lp the respondents understand the scale, rather than verbal

descriptions, numerical scales were used. In addition the following illustration was

added to the questionnaire to avoid any ambiguity:

viel schlechter ziemlich ähnlich viel besser

-2 -1 0 +1 +2 schlechter besser

The choice of a scale with negative and positive values was made to emphasize

the negative and positive meaning of the answer. This was possible, since all

attributes were presented with their positive meaning.

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The mean value 0 (“ziemlich ähnlich) was used to emphasize that there is no

difference between COMPANYS and the other shops it was compared to.

The intention of the following table is to clarify the connection between part 1 and

part 2, and to give a translation of the German expressions. Please note that some

of the criteria of visual merchandising of part 2 are listed more than once (thus

belong to different image attributes). Moreover has to be specified here that

number 12, “Freundlichkeit und Kompetenz des Personals”, and number 23,

“Qualität”, are not attributes of visual merchandising. Number 12 has been inserted

into the questionnaire for the sake of completeness of the store image: “store

image is reflected in the store’s physical environment, perceptions related to its

merchandise, and perceived service quality.” (Baker et al., 1994, Zimmer and

Golden, 1998 in Semeijn, J. & van Riel, A. & Ambrosini, 2004:4).

Part 1 “Image”

versus

Part 2 “Visual Merchandising”

Freundliche Bedienung

(Friendly Staff) versus 12. Freundlichkeit und Kompetenz des Personals

(12. Friendliness and competence of the staff)

Sauber

(Clean) versus 13. Sauberkeit

(13. Cleanness)

Schönes Schaufenster

(Nice display window ) versus 14. Attraktivität des Schaufensters

(14. Attractiveness of the display window )

Schöne Einrichtung

(Nice shop fittings) versus 15. Attraktivität der Einrichtung des Ladens

(15. Attractiveness of the shop fittings)

Modern

(Modern) versus 16. Modernität des Sortiments

(16. Modernity of the assortment)

Trendy

(Trendy) versus 16. Modernität des Sortiments

(16. Modernity of the assortment)

Vielfältig

(Manifold) versus 17. Vielfältigkeit des Sortiments

(17. Manifoldness of the assortment)

Tolle Marken

(Nice brands ) versus 17. Vielfältigkeit des Sortiments


Tolle Kleider

(Nice clothes) versus 17. Vielfältigkeit des Sortiments


Originell

(Inventive) versus 18. Originalität des Sortiments

(18. Inventiveness of the assortment)

Übersichtlich

(Clearly arranged) versus 19.Übersichtlichkeit der Präsentation des Sortiments

(19. Clearness of the presentation of the assortment)

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Ordentlich

(Neat) versus 20. Ordentlichkeit des Ladens

(20. Neatness of the store)

Angenehmer Laden

(Pleasant store) versus 21. Stimmung/Atmosphäre

(21. Spirit/Atmosphere)

Attraktive Präsentation

(Attractive Presentation) versus 22. Attraktivität der Präsentation der Kleider

(22. Attractiveness of the presentation of the clothes )

Gute Qualität

(Good quality) versus 23. Qualität

(23. Quality)

- Table 4 - 3: Image VS Visual Merchandising -

Please note: The reason for not always using the same words in part 1 and part 2

(for example “Schönes Schaufenster” versus “Attraktivität des Schaufensters”) was

to avoid the interviewed person realizing that there is a connection between the

two and that she/he therefore would have tried to adapt the answers of part 2 to

the answers of part 1 or vice versa.

Examples 1a and 1b refer to hypothesis 1, which will be introduced in the next

section of this chapter.

The comparisons of the questions for hypothesis 2 are not as complex and are

therefore not explained here, but in context of the discussion of the data (Chapter

6).

For the complete questionnaire please see the appendix of this thesis.

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Specific Hypotheses

Based on the information gathered, it can be assumed that the visual

merchandising activities of COMPANYS have an influence on the image of

COMPANYS. The main objective of this thesis therefore is to find out whether

there is a connection between the activities of visual merchandising and the image

that people have of COMPANYS.

In a second moment, it can be assumed that if visual merchandising has an

influence on the image, it also has a direct or an indirect (via the image) impact on

the sales performance.

The figure below (4-4) illustrates the connection between visual merchandising,

image and sales performance, and how they are influenced by each other:

- Figure 4 - 4: Connection of Visual Merchandising, Image and Sales Performance -

The specific hypotheses therefore are:

Hypothesis 1:

The visual merchandising activities of COMPANYS have an influence on the store

image of COMPANYS.

Hypothesis 2:

The visual merchandising activities of COMPANYS are related to their sales

performance.

Visual

Merchandising

Image

Sales

Performance

5 Data Report

44

5 Data Report

Gender

As can be seen in figure 5-1, 72.5% of the interviewed clients were female and

26.25% were male. Two interrogated people forgot to indicate their gender and are

not included in the figure. The main reason for the difference of the percentage is,

that only Zurich Löwenplatz (ZHLÖ), Basel (BS) and Lucerne (LU) sell men’s

clothes; Zurich Schifflände (ZHS) does not have a men’s department and therefore

the gender of the respondents is 100% female. Another reason for the difference in

the quantity of female and male respondents was that the women were better

available to fill out the questionnaire, whereas the men often seemed to be busier,

and therefore did not want to spend five minutes of their time to answer the

questions. Furthermore, the shops were frequented more often by women than by

men.

- Figure 5 - 1: Gender -

Gender

0102030405060708090

100

ZHLÖ% ZHS% BS% LU%

Store

% R

esp

on

den

ts

Weiblich

Männlich

5 Data Report

45

Age

With their wide spectrum of brands COMPANYS targets a wide range of people.

From family oriented women to fashion oriented girls, from career-oriented men to

young guys who start their day in a pair of jeans and T-shirt. Having this in mind,

the decision was taken to ask everybody, independent from gender or age, who

had entered the store, to complete the questionnaire. As can be seen in figure 5-2

men and women from the age of 16 to the age of 68 have participated in the

survey. In order to better illustrate the age of the respondents, it was classified into

groups of five years (for example 26-30).

- Figure 5 - 2: Age -

If we look at the ages of the respondents in the way illustrated in figure 5-3, we can

see that the distribution is quite a curious one. The highest percentage is in the

category from the 16 to 25 years old customers. The second highest, though, is not

the next category, the one from 26 to 35, but the one from 36 to 68. It can be seen

that there seems to be a gap for the thirty year olds.

The reason for this distribution is not known, nor can I say what consequences this

age allocation has for COMPANYS. Surely the 36 to 68 year group will not respond

to the same visual merchandising features as the 16 to 25 year group and vice

versa and they will not look for the same products either.

Age of Respondents

0

5

10

15

20

25

30

16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-68

Age Categories

% R

espo

nden

ts

5 Data Report

46

- Figure 5 - 3: Age -

Club Membership

Everyone that buys something at a shop of COMPANYS is asked whether he

wants to become a club member of COMPANYS or not. The benefits of being a

member are that with every single Swiss Franc spent at COMPANYS , the client

gets a point. These points are collected until the amount of 1000 points. When

someone has achieved this number of points, he gets a gift coupon worth 100

Swiss Francs. Furthermore, all members of COMPANYS have the possibility to

participate in a pre-sale for one week, which means that one week before

COMPANYS officially goes on sales, the members are invited to the store to be the

first to benefit from a special price.

The second question of the survey, “Sind Sie Club Member von COMPANYS?”,

provided the following results shown in figure 5-4:

Age of Respondents

05

101520253035404550

16-25 26-35 36-68

Age Categories

% R

espo

nden

ts

5 Data Report

47

- Figure 5 - 4: Club Membership - In the shop Zurich Löwenplatz the distribution between “Ja” and “Nein” is quite

proportional. 45% confirmed to be a club member of COMPANYS and 55% said

they were not. The fewest percentage of club members resulted in Zurich

Schifflände, where 27.5% marked to be a member and 72.5% denied to be a

member. A reason for the difference of the results of those two shops could be

that during the time of my survey, in Zurich Schifflände only two assistants were

working, whereas in Zurich Löwenplatz seven people were at work. Although

Zurich Schifflände is quite smaller than Zurich Löwenplatz, two people for the

whole store is a bit scarce. I noticed that, during the time I was there, the sales

personnel did not realize that the phone was ringing, because they were busy

advising customers. Being quite stressed, they did ask whether someone was a

member or not, but when people said no, they did not explain properly what

benefits they might get by joining the club, and therefore 57.14% of the people who

bought something left the store without having become a member.

The reason for the percentage of Basel (32.5% “Ja” and 67.5% “Nein”) is that only

10% of the interviewed people bought something. If you leave the store without

having purchased anything and not being a member yet, there is no possibility to

join the club.

In Lucerne 42.85% of the people who bought something did not become a

member.

Question 2 : Sind Sie Club Member von COMPANYS?

01020304050607080

ZHLÖ% ZHS% BS% LU%

Store

% R

espo

nden

ts

Ja

Nein

5 Data Report

48

Future Intention

To get an idea of the overall satisfaction of the visit at COMPANYS, question 11

“Werden Sie COMPANYS in Zukunft wieder besuchen?” was inserted into the

questionnaire. The responses to this question are quite univocal and all of the

shops provide almost the same results, in fact, there is a very high percentage for

those who affirmed this question, which is illustrated in figure 5-5:

- Figure 5 - 5: Future Intention -

No one said they would not come to COMPANYS again. Only some said they did

not know whether to visit COMPANYS again or not.

Reasons for not purchasing

Question 3.1 “Falls nein, warum haben Sie heute bei COMPANYS nichts

gekauft?” was included into the questionnaire to learn about the reasons why

someone had not bought anything at COMPANYS.

Question 11 : Werden Sie COMPANYS in Zukunft wieder

besuchen?

0102030405060708090

100

ZHLÖ% ZHS% BS% LU%

Store

% R

esp

on

den

ts

5 Data Report

49

The reasons listed below have not been chosen at all and therefore they are not

illustrated in the figure. The reason why they had been included in the

questionnaire was to make the choice of offered answers as complete as possible.

• “Ich wurde nicht freundlich bedient” (I was not attended politely)

• “Die Umkleidekabinen waren immer besetzt” (The changing-rooms were

always occupied)

• “Ich fühle mich unwohl in diesem Laden” (I don’t feel comfortable in this

shop)

• “Zu viele Leute im Laden” (Too many people in the store)

• “Zu laute Musik” (Music too loud)

Here again it was possible to choose more than one answer. For the translation of

the German expressions in figure 5-6 please see table 5-7.

- Figure 5 - 6: Non Purchase -

- Table 5 - 7: Non Purchase Reasons -

Es war zu teuer It was too expensive

Die Farbe, die ich wollte, gab es nicht They did not have the color I wanted to have

Meine Grösse gab es nicht They did not have my size

Es war zu heiss/kalt/stickig im Laden It was too hot/cold/stuffy in the store

Es hat mir nichts gefallen I did not like anything

Ich habe nicht gefunden, was ich gesucht habe I did not find what I was looking for

Question 3.1: Falls nein, warum haben Sie nichts gekauft?

0

4

8

12

16

20

Die Farbe, die ichwollte, gab es nicht

Es war zuheiss/kalt/stickig im

Laden

Ich habe nichtgefunden, was ich

gesucht habe

Es war zu teuer Meine Grösse gab esnicht

Es hat mir nichtsgefallen

Reason

% R

esp

on

den

ts

ZHLÖ%

ZHS%

BS%

LU%

5 Data Report

50

The intention of this question was to realize, why people who had entered the

store, did not buy anything and whether those factors which influenced the people

not to purchase, were factors of visual merchandising or not. Furthermore, the

interest of this question was to see whether the reasons for not buying anything

were the same in all of the four shops or not.

The respondents had the possibility to write down their own reasons of why not

having purchased anything. The hope and intention was to receive motivations that

are referable to visual merchandising. Unfortunately only three people used the

possibility to name a reason and what they mentioned had nothing to do with visual

merchandising.

As can be evaluated from figure 5-6, the main reason why people did not purchase

is the same in all of the considered shops, namely “I did not find what I was looking

for” (52.41%). The answer that was chosen the second most often is “I did not like

anything” (17.93%) followed by “My size was not available” (11.72%).

As the answers “ich habe nicht gefunden, was ich gesucht habe” and “es hat mir

nichts gefallen” can be interpreted in different ways and as the possibility to write

some personal reason for not purchasing was not used by the respondents, I am

unfortunately not able to see, whether the reason for not purchasing can be

associated to visual merchandising or not.

Image

To understand what people think of COMPANYS, thus what the image is, question

4.1 “Was gefällt Ihnen an COMPANYS besonders?” was inserted to the

questionnaire. The question was an open one, which means that there was no

choice of possible answers given to the respondents, in order to see what comes

into their mind first and without any help when thinking of COMPANYS. Because of

the different formulations the answers were then grouped, for example, statements

such as “Schöne Einrichtung”, “Tolle Dekoration”, “Gutes Design im Laden” etc.

were all put among “Einrichtung”. In table 5-9 examples can be found of how the

different statements were classified. Moreover the table explains the meaning of

the German expressions of figure 5-8.

5 Data Report

51

- Figure 5 - 8: Pro Image -

Keyword: Answer: Nette Bedienung

(Friendly staff)

Nice sales personnel, good assistance, cheerful staff, helpful staff

Gute Auswahl an Kleidern

(Good offer/ choice of clothes)

Large offer, many clothes, great c hoice

Einrichtung

(shop fittings)

Nice shop fittings, nice shop, nice decoration, nice arrangement in/of

the shop, nice design

Atmosphäre/Ambiente

(Spirit/Atmosphere)

Nice atmosphere, great ambiance, homely, enjoyable shop, easy

atmosphere, relaxed spirit, friendly atmosphere

Gute Marken

(Nice brands)

Cool brands, many brands, special brands, different brands , Diesel

Farben

(Colors)

Trendy colors, a lot of colors, colorful clothes

Spezielle Kleider

(Special clothes)

Special clothes, cheeky clothes, flashy fashion, lively clothes , creative

clothes

Gute Qualität

(Good quality)

Good quality

Style

(Style)

Stylish clothes , fancy clothes, young fashion, modern clothes

Übersichtlich

(Clear presentation)

Clothes well arranged, concise presentation

Vielfältig

(Manifold)

Manifold offer, diversified clothes, variable clothes , a wide range of

clothes

Viel Platz

(Much space)

Much space, big store, uncongested

- Table 5 - 9: Positive Statements -

Question 4.1: Was gefällt Ihnen an COMPANYS besonders?

012345678

Net

teB

edie

nung

Gut

eA

usw

ahl a

nK

leid

ern

Ein

richt

ung

Atm

osph

äre

Am

bien

te

Gut

e M

arke

n

Farb

en

Spe

ziel

leK

leid

er

Gut

e Q

ualit

ät

Styl

e

Übe

rsic

htlic

h

Vie

lfälti

g

Vie

l Pla

tz

Attributes

% R

espo

nden

ts

ZHLÖ%

ZHS%

BS%

LU%

5 Data Report

52

In general it can be asserted that 75% of all respondents listed some positive

features about COMPANYS.

Zurich Löwenplatz, Basel and Lucerne do have approximately the same

percentage of positive statements (27.98 vs 27.98 vs 25.60). Zurich Schifflände,

with a percentage of 18.45, receives the fewest quantity of positive comments. As

can be seen in table 5-8 Zurich Schifflände gets a high percentage in those

attributes that refer to the style of the clothes (“Style”), the choice of clothes (“Gute

Auswahl an Kleidern”) and the character of the clothes (“Spezielle Kleider”) but

gets less positive results for those attributes that have something to do with the

shop equipment. No one at Zurich Schifflände has mentioned the furnishing, and

only few gave a statement about the ambiance of the shop.

The attribute that was mentioned most in all of the four shops is “Style” (20.24%)

followed by “Nette Bedienung” (14.88%), “Gute Auswahl an Kleidern” (12.5%),

“Spezielle Kleider” (12.5%) and “Atmosphäre/Ambiente” (10.12%). All the others

only achieved a small percentage.

Question 4.2, “Was gefällt Ihnen an COMPANYS nicht?” was asked to also

learn about the negative attributes that come to people’s mind when thinking of

COMPANYS. Here again different formulated statements were put into groups, for

example “zu grosse Grössen”, “zu kleine Grössen” and “zu wenig Grössen” were

combined in the group “Grössen”. In table 5-11 the different classifications and the

translation for the German expressions of figure 5-10 can be looked up.

- Figure 5 - 10: Contra Image -

Question 4.2: Was gefällt Ihnen an COMPANYS nicht?

0

2

4

6

8

10

12

14

16

Teuer Grössen Farben Qualität zu flippig

Attributes

% R

espo

nden

ts

ZHLÖ%

ZHS%

BS%

LU%

5 Data Report

53

Keyword: Answer: Teuer

(Expensive)

Expensive, too high prizes, costly fashion, quite expensive

Grössen

(Sizes)

Too few sizes, not the right sizes, trousers too short, too small sizes

Farben

(Colors)

Strange colors, too trendy colors

Qualität

(Quality)

Bad quality, cheap material of clothes, not washable, bad imprints, too many

clothes made of nylon

Zu flippig

(too flashy )

Too eccentric clothes, too fancy c lothes, unusual fashion, too fashionable

- Table 5 - 11: Negative Statements -

Only 38.13% of all respondents listed some negative points, whereas 75% made

positive statements.

Striking is that 32.79% of the clients who mentioned something negative were

clients of Zurich Schifflände. The lowest percentage of negative statements was

made at Zurich Löwenplatz (19.67%). Basle and Lucerne have a total of 24.58 and

22.95 percent of negative declarations.

An other noticeable finding of the answers of question 4.2 was that 50.82% of all

nominated negative associations was the attribute “teuer”. In all of the shops this

was mentioned with a similar frequency, which is coherent with the fact that the

prices of the clothes do not vary in the different shops but are all the same.

The second most often mentioned negative statement was “Grösse”, 11.48% of the

respondents either said that there were only too big, too small or too few sizes.

4.92% of the clients did not like the colors (“Farben”) in the assortment, other

4.92% were not satisfied with the quality (“Qualität”) of the clothes and 8.2% said

that the clothes at COMPANYS were too flashy (“flippig”).

Other negative attributes that were mentioned, but are not included in the figure,

were by the clients of Zurich Schifflände “nicht schön dekoriert” (3.28%), “zu

sportlich” (1.64%), “unfreundliche Bedienung” (1.64%), “Unordnung” (1.64%), and

“zu konservative Kleider” (1.64%). Customers of the store in Basel mentioned as

negative points “schlechte Bedienung” (1.64%) and “Unordnung” (3.28%). In

Lucerne people wrote down “schlechte Musik” (1.64%) and also “schlechte

5 Data Report

54

Bedienung” (1.64%). At Zurich Löwenplatz there were no other negative

statements than the ones included in figure 5-10.

Competitors

Question 6, “Welche 3 Läden besuchen Sie eigentlich immer, wenn Sie auf

Shopping Tour gehen?” was asked to have an introduction to question 6.1 and

as preparation for questions 12 to 23, where the respondents were asked to rate

certain attributes by comparing the mentioned shops in question 6 and

COMPANYS. The results of this comparison will be discussed in Chapter 6, the

results of question 6 are illustrated in figure 5-12.

- Figure 5 - 12: Competitors -

On the whole 81 different shops were mentioned. The ones taken into

consideration here are those which were stated by at least 10 respondents.

32% of the respondents mentioned the shop H&M, which is the highest

percentage. The percentage of those who noted Globus is 17%, followed by

Mango at 13.6% and Manor at 11.2%. The others have a percentage lower than

10.

Question 6: "Welche 3 Läden besuchen Sie eigetlich immer, wenn Sie auf

Shopping Tour gehen?"

05

101520253035

Big Blue Dog Globus H&M Jelmoli Kookaï Mango Manor

Shops

% R

espo

nden

ts

6 Analysis and Discussion of Results

55


For the translation of the German expressions you will be mentioned in the

following, please see again table 4-3 in Chapter 4.

Image and Visual Merchandising – Hypothesis 1

- Figure 6 - 1: Connection of Visual Merchandising and Image -

Hypothesis 1:

The visual merchandising activities of COMPANYS have an influence on the store

image of COMPANYS

For the processing of this hypothesis a confrontation between question 5 “Was

kommt Ihnen in den Sinn wenn Sie an COMPANYS denken?” and question 12-

23 was made. In question 5 the respondents could choose which ones of 15 image

attributes they referred to COMPANYS. For the elaboration of the data it was

checked whether someone had ticked a certain image attribute , or if someone had

not ticked the attribute (“yes”=ticked; “no”=not ticked). For each of these attributes

there was a correspondent question regarding the judgment of the visual

merchandising activities of COMPANYS confronted to those of other shops. The

Visual

Merchandising

Image

Sales

Performance


56

image attributes and the judgment of visual merchandising then were compared

and the resulting findings are discussed in this chapter.

For a more detailed description of how the comparison was made, and what

exactly was compared, please see section “Structure of the Questionnaire” in

Chapter 4.

As it was important to see whether an individual who had given a positive judgment

to the attributes of visual merchandising, had also chosen the respective image

attribute, the first step of the elaboration was to put the data in a cross tabulation

table in order to establish a connection of part 1 “Image” and part 2 “Visual

Merchandising”. The decision to conduct a test of independence was made in

order to see whether the results of the image question and the results of the visual

merchandising question were independent, “two variables are statistically

independent if knowledge of one would offer no information as to the identity of the

other” (Kumar, Aaker, Day, 2002:384), which would signify the rejection of

hypothesis 1. In other words, independence occurs if visual merchandising has no

influence on the image, and dependence when the activities of visual

merchandising do have an impact on the image, which is the assumption.

The following table 6-2 illustrates the received data.

The numbers in italics are the results of the test of independence.

The numbers written in red are the ones that demonstrate the existence of

dependence (the ones that have a superior value than the chi square score of

2.775).

Number 12 and number 23 are written in brackets because they are not part of the

visual merchandising characteristics, but are nonetheless worth to be discussed.

The numbers on the right (for example 5 vs 13) stand for the number of the

compared questions in the questionnaire. The respective question to the numbers

can be looked up in table 4-3 presented in chapter 4 of this thesis.

The hypothesis is tested at the 25 percent level of significance, which means that

the hypothesis is rejected if the difference between the sample statistic and the

hypothesized population parameter is so large that this or a larger difference would

occur, on the average, 25 or fewer times in every 100 samples. In other words,


57

assuming the hypothesis to be true, the significance level indicates the percentage

of sample means that is outside the critical value.

As someone would not choose a store because of certain image attributes he does

not like, but because of the image he likes, because of the infrequency of negative

judgments, and also to better elaborate the received data, the parameters

“schlechter” and “viel schlechter” of questions 12-23 were neglected for the

calculation of the independence or dependence between image and visual

merchandising. Even though, they are not in the calculation of the numbers

illustrated in the table, they sometimes might be mentioned to more explicitly

describe the findings.

Zurich

Löwenplatz

(ZHLÖ)

Zurich

Schifflände

(ZHS)

Basel

(BS)

Lucerne

(LU)

(5 vs 12) 7.95 17.04 4.06 10.42

5 vs 13 4.79 4.69 4.73 1.67

5 vs 14 5.86 1.18 2.25 2.48

5 vs 15 3.77 1.56 6.69 12.65

5 vs 16m* 4.42 3.60 1.72 0.13

5 vs 16t** 2.40 4.96 1.08 5.04

5 vs 17v*** 15.37 1.05 1.13 1.69

5 vs 17m**** 3.52 0.59 0.61 3.39

5 vs 17k***** 1.71 5.70 5.10 7.02

5 vs 18 1.50 6.97 0.96 1.68

5 vs 19 3.70 6.75 0.02 1.64

5 vs 20 4.30 3.34 3.55 3.40

5 vs 21 0.09 1.38 1.02 0.97

5 vs 22 5.03 0.98 0.29 8.19

(5 vs 23) 7.85 6.01 2.84 0.11

* m = modern; ** t = trendy; *** v = vielfältig; **** m = tolle Marken; ***** k = tolle Kleider

- Table 6 - 2: Results Test of Independence -


58

Description of Results

Overall it can be asserted that in 26 of the 52 observed cases (4 stores multiplied

by the 13 comparisons of visual merchandising and image) there seems to be an

interdependence of the store image and the activities of visual merchandising. In

the remaining 26 instances there appears not to be a dependence.

The quantity of interdependence of the 13 image and visual merchandising

characteristics in Zurich Löwenplatz is 9, in Zurich Schifflände 7, in Basel 4 and in

Lucerne 6. The visual merchandising attributes that seem to have an influence on

the image of COMPANYS are listed in the following for each of the four shops.

Zurich Löwenplatz (ZHLÖ)

• 13 “Sauberkeit”

• 14 “Attraktivität des Schaufensters”

• 15 “Attraktivität der Einrichtung des Ladens”

• 16 “Modernität des Sortiments (modern)”

• 17 “Vielfältigkeit des Sortiments (vielfältig + tolle Marken)”

• 19 “Übersichtlichkeit der Präsentation des Sortiments”

• 20 “Ordentlichkeit des Ladens”

• 22 “Attraktivität der Präsentation der Kleider”

Zurich Schifflände (ZHS):


• 16 “Modernität des Sortiments (modern + trendy)”

• 17 “Vielfältigkeit des Sortiments (tolle Kleider)”

• 18 “Originalität des Sortiments“

• 19 “Übersichtlichkeit der Präsentation des Sortiments”



59

Basel (BS)


• 15 “Attraktivität der Einrichtung des Ladens“

• 17 “Vielfältigkeit des Sortiments (tolle Kleider)”


Lucerne (LU)

• 15 “Attraktivität der Einrichtung des Ladens“

• 16 “Modernität des Sortiments (trendy)”

• 17 “Vielfältigkeit des Sortiments (tolle Marken + tolle Kleider)”


• 22 “Attraktivität der Präsentation der Kleider”

The characteristics that are listed below, show dependence in either three or four

of the stores. I assume that when in three or more stores there is a dependence of

visual merchandising and image that then the attribute has an influence on the

image. The abbreviation of the stores that show dependence can be found in

brackets behind the visual merchandising attributes.

• 13 “Sauberkeit” (ZHLÖ, ZHS, BS):

The visual merchandising attribute “Sauberkeit” shows dependence in three of the

four shops. 50% or a bit less have ticked the attribute “sauber” in association with

COMPANYS. There is dependence in three stores because most of those who did

not bring “sauber” in connection with COMPANYS indicated the visual

merchandising judgment “ziemlich ähnlich”, whereas those who put it in the context

of COMPANYS gave the judgment “besser” or “viel besser”.

It can consequently be said that the visual merchandising attribute “cleanness” has

a positive impact on the the image of the customers of COMPANYS:


60

• 15 “Attraktivität der Einrichtung des Ladens“ (ZHLÖ, BS, LU):

The comparison of “Attraktivität der Einrichtung des Ladens” and “schöne

Einrichtung” shows dependence in three stores. In those stores the distribution

between those who bring the attribute “schöne Einrichtung” in context with

COMPANYS, is approximately one third to two thirds of those who do not

associate “schöne Einrichtung” with COMPANYS. It can therefore be assumed that

this visual merchandising attribute has a positive impact on the image for the

stores that show dependence.

In the case of Zurich Schifflände the distribution is different, only 7.5% ticked in

question 5 “schöne Einrichtung” and 87.5% did not do so, which probably is the

reason why there is no dependence and consequently no impact of visual

merchandising on the image.

ZHS Ja Nein Total viel schlechter 0 0 0 schlechter 0 15 15 ziemlich ähnlich 2.5 47.5 50 besser 5 22.5 27.5 viel besser 0 2.5 2.5 Total 7.5 87.5 95

- Table 6 – 3: Shop Fittings in Zurich Schifflände -

• 17 “Vielfältigkeit des Sortiments (tolle Kleider)” (ZHS, BS, LU)

The comparison of “tolle Kleider” and “Vielfältigkeit des Sortiments” shows

dependence in three of the four stores.

In one of the cases where there is dependence (Shop of Zurich Schifflände) there

is the opposite finding compared to the usual situation. Most of the percentage of

those people who associate “tolle Kleider” with COMPANYS gave the visual

merchandising judgment “ziemlich ähnlich” whereas those who do not bring it in

context with COMPANYS judged it as “besser” or “viel besser”. The attribute

therefore has an impact as there is dependence, the impact though is not a postive

one.


61

In the case of Lucerne, there is a high percentage of those who did not choose

“tolle Kleider” as something they bring in connection with COMPANYS and who

have a negative judgment of the correspondent visual merchandising attribute.

Thus it could be understood here that although the clients are not happy with the

variety of the assortment (clothes) the image of COMPANYS is not negatively

influenced.

• 20 “Ordentlichkeit des Ladens” (ZHLÖ, ZHS, BS, LU):

„Ordentlich“ compared to „Ordentlichkeit des Ladens“ is the only image and visual

merchandising comparison that shows dependence in all of the four stores.

The distribution of those who do not associate “ordentlich” with COMPANYS, and

of those who do is in all shops more or less one third to two thirds. The

respondents who have ticked “ordentlich” in the questionnaire judged the visual

merchandising activity basically as “besser” or as “viel besser”. Accordingly it can

be said that this visual merchandising feature influences the image in a positive

way.

The characteristics that do not seem to have a great impact on the image, thus

where only 1 or 2 shops illustrate a dependence are listed below.

An interpretation of the findings is given, although it has to be said that those are

sometimes a bit vague assumptions , as it was quite difficult to judge them.

• 14 “Attraktivität des Schaufensters” (ZHLÖ):

Ravazzi said in her book that the display windows contribute a lot to the judgment

that the clients make of a point of sale, which means that the shop window actually

should play a role in the creation and confirmation of the image of a store.

However, my findings do not support this, as only in one shop there is

dependencenof the display window and the image.

The reason why the shop window does not appear to have an influence is

probably, because the people who were interviewed, were in the inside of the store

and therefore were possibly not so aware of the display windows. A shop window

does not seem a typical aspect that comes to someone’s mind, when he is asked


62

to think of COMPANYS, in fact, the total of those who did not choose the display

window as something they think of is 80%on average of all of the stores, whereas

only 20% have ticked the shop window in question 5 .

• 16 “Modernität des Sortiments (modern (ZHLÖ, ZHS) + trendy (ZHS,

LU))”:

For both image attributes, „modern“ and „trendy“ there is dependence in two shops

and in two there is not.

„Modern“ seems to be a feature that comes to people’s mind when thinking of

COMPANYS. In three of the shops 50 or more percent have chosen this attribute,

and in one shop 42.5% of the respondents have ticked it. It can therefore be

assumed that the modernity of the assortment has an influence on the image of

COMPANYS. Most of the people of the stores that show dependence who have

ticked “modern” in question 5 haven given a positive judgment of visual

merchandising, thus this attribute seems to have a positive influence in both shops

of Zurich.

„Trendy“ has a lower percentage of respondents that have ticked “yes” compared

to “modern” and therefore does not seem to be part of the image as clearly as the

attribute “modern” . However, visual merchandising seems to have a positive impact

in the shops that show dependence.

• 17 “Vielfältigkeit des Sortiments (vielfältig (ZHLÖ) + tolle Marken

(ZHLÖ, LU))”:

In this case for the stores with independence the percentage of those who ticked

“no” in the questionnaire is very high. There is independence in the shops of Zurich

Schifflände, Basel and Lucerne, because those who have chosen “no”, have

judged the visual merchandising activities either as “similar as in the other shops”

or as “better than in the other shops”, and also those who have chosen “yes”, have

given the judgments “similar” or “better” (illustrated by the example of the shop of

Basel).


63

BS Ja Nein ziemlich ähnlich 10 40 besser 10 22.5

viel besser 2.5 2.5

- Table 6 – 4: Manifoldness in Basel –

In spite of the statement of Castaldo who says that it is important that the offered

variety is perceived by the clients and that it is easily gestible by the demand

(Castaldo, 2001:100), the variety does not seem to be an aspect that people are

very conscious of. On average 62% in the four shops did not tick this attribute in

association with COMPANYS.

The only case where the dependence is very high, is Zurich Löwenplatz, where

40% have chosen “no” with the judgment “similar” and 22.5% “yes” with the opinion

“better”, as is illustrated below:

ZHLÖ Ja Nein ziemlich ähnlich 7.5 40 besser 22.5 2.5 viel besser 5 2.5

- Table 6 – 5: Manifoldness in Zurich Löwenplatz -

• 18 “Originalität des Sortiments“ (ZHS):

For this attribute there is independence in three shops, the reason for this is that

the visual merchandising judgment of those who have chosen the image attribute

“originell” and of those who have not chosen it as something they relate to

COMPANYS, is almost the same, as is shown in table 6-6 representing Basel:

BS Ja Nein ziemlich ähnlich 15 25 besser 20 20 viel besser 7.5 5

- Table 6 – 6: Inventiveness of the Assortment in Basel -


64

• 19 “Übersichtlichkeit der Präsentation des Sortiments” (ZHLÖ, ZHS):

70% or more of the respondents did not choose “Übersichtlichkeit” as something

they link to COMPANYS , nonetheless it seems to be a factor that can be

influenced by visual merchandising, as it is the case in both shops in Zurich.

• 22 “Attraktivität der Präsentation der Kleider” (ZHLÖ, LU):

80% or more of the respondents do not link “Attraktivität der Präsentation der

Kleider” to the image, which means, here again, that the presentation probably is

not something that people consciously think of when asked to choose what comes

to their mind when thinking of COMPANYS. All those who have ticked this image

attribute in Zurich Löwenplatz and in Lucerne gave a positive judgment about the

respective visual merchandising feature.

The attribute that does not seem to have an influence at all, thus shows

independence in all of the stores, is:

• 21 “Stimmung/Atmosphäre“ (ZHLÖ, ZHS, BS, LU):

According to Castaldo the atmosphere of the point of sale is determined by the

activities of visual merchandising (Castaldo, 2001:141). Despite this assertion, in

none of the stores this was the case.

The reason, why there is independence in all of the shops, is that almost all,

whether they are aware or not, give the same judgment about the attributes of

visual merchandising.

So far it has mainly been described whether there is independence or dependence

between visual merchandising and the image, but whether this influence is a

positive or negative one has only sometimes been accentuated. Therefore I will

focus in the next part on what kind of influence visual merchandising has.

As the result of this is quite similar in all of the cases, the description is not

detailed but one that allows building a general idea.


65

In most of the cases the percentage of those who say “no”, thus of those who did

not tick a certain image attribute of question 5 give the visual merchandising

judgment “ziemlich ähnlich” (value 0) for this specific attribute. Furthermore those

who have chosen a certain image aspect, therefore have ticked it, most of the time

either give the judgment “besser” or “viel besser” and also, in general, very few

people have judged visual merchandising negatively as can be seen in the

following table 6-7 that represents the characteristic “Sauberkeit” for the shop of

Basel:

BS Ja Nein viel schlechter 0 0 schlechter 0 2.5 ziemlich ähnlich 15 27.5 besser 25 12.5 viel besser 10 2.5

- Table 6 – 7: Cleanness in Basel -

An interpretation for the kind of finding described above could be that those

characteristics of visual merchandising are so good, or in other words, that the

activities of visual merchandising are performed so successfully that the clients

associate these characteristics with COMPANYS. It seems that the visual

merchandising activities like this enter to make part of the image of the shop, which

means that they are able to create, support or influence the image in a positive

manner.

In general, it can be assumed that the activities of visual merchandising do have an

impact on the image of COMPANYS, even though this is not the case for all of the

observed attributes of visual merchandising. Although it is only the 50% of all of the

observed visual merchandising features that have an influence on the image, the

hypothesis can be confirmed, as there were found attributes that do have an

impact.

In addition can be said, that the activities of visual merchandising seem to have a

positive influence on the image of COMPANYS.


66

Hypothesis 1, the visual merchandising activities of COMPANYS have an

influence on the store image of COMPANYS, can therefore be accepted.

Sales Personnel

As mentioned before, I also made a comparison of the image of COMPANYS and

the judgment the clients gave about the friendliness and competence of the sales

personnel. Although the sales personnel is not part of visual merchandising , I think

it might be interesting to see the importance of the staff, as I found in the literature

statements such as: Visual merchandising is seen as an additional service;

consumers nowadays feel more and more the need or even urge to choose

individually (Ravazzi, 2000). Ravazzi also says in her book that most points of sale

nowadays offer free access to their merchandise, which means that the help of the

sales personnel is not required and that therefore the consumers are not

influenced by the shop assistants, but by the way the merchandise is exposed. The

consequence of this would be, that visual merchandising is much more important

compared to the assistance of the sales personnel and that therefore the

respondents, if this is really true, would not give much attention or in other words

would not choose the image attribute “freundliche Bedienung” in question 5, and

probably would not give a positive judgment of “Freundlichkeit und Kompetenz des

Personals”. Furthermore there also would not be a dependence of the sales

personnel and the image.

As can be seen in the tables that follow, many respondents have ticked the image

attribute “freundliche Bedienung” (column “ja”) and have given a positive judgment

of it. Also those who did not tick it in question 5, gave quite positive judgments.

The comparison of “freundliche Bedienung” and “Freundlichkeit und Kompetenz

des Personals” resulted to have higher chi square scores than the chi square score

of 2.775 in all of the shops, which means that there is a dependence of the

judgment clients made of the staff and the image of COMPANYS. Actually, the

highest chi square score was found in the above mentioned comparison.

What is to be found in literature, therefore, is not coherent with my findings at all.

The behavior of the sales personnel influences the image of COMPANYS and

furthermore they seem to be an important part of the shop as by many respondents

the image attribute “freundliche Bedienung” was chosen. Moreover the sales


67

personnel was mentioned very often in the open question 4.1 (see figure 5-8: pro

image), which also confirms the meaningfulness of the staff for the clients.

ZHLÖ Ja Nein Total viel schlechter 0 0 0 schlechter 0 0 0 ziemlich ähnlich 5 20 25 besser 32.5 25 57.5 viel besser 10 0 10 Total 47.5 45 92.5

- Table 6–8: Friendliness in ZH Löwenplatz - - Table 6–9: Friendliness in ZH Schifflände -

- Table 6 – 10: Friendliness in Basel - - Table 6 – 11: Friendliness in Lucerne -

ZHS Ja Nein Total viel schlechter 0 0 0 schlechter 0 2.5 2.5 ziemlich ähnlich 0 27.5 27.5 besser 42.5 17.5 60 viel besser 0 5 5 Total 42.5 52.5 95

BS Ja Nein Total viel schlechter 0 0 0 schlechter 0 0 0 ziemlich ähnlich 7.5 37.5 45 besser 17.5 17.5 35 viel besser 5 10 15 Total 30 65 95

LU Ja Nein Total viel schlechter 0 0 0 schlechter 0 0 0 ziemlich ähnlich 10 20 30 besser 35 13 47.5 viel besser 20 0 20 Total 65 33 97.5


68

Visual Merchandising and Sales Performance – Hypothesis 2

- Figure 6 – 12: Connection of Visual Merchandising and Sales Performance -

Hypothesis 2:

The visual merchandising activities of COMPANYS are related to their sales

performance.

In order to test whether there is a relationship between visual merchandising and

sales performance, aspects such as the purchase frequency, the fact of having

purchased at COMPANYS or not, the reason for having entered the store of

COMPANYS, the question of whether COMPANYS makes part of the usual

shopping tour or not, and some comparisons between those aspects were taken

under consideration.

Purchase Frequency

The intention of the first question of the survey, “Wie oft haben Sie bei

COMPANYS eingekauft?” was to get an idea of how often people have

purchased at COMPANYS in the past. Figure 6-13 shows that in all of the four

shops people answered the question most often with “seltener als alle 6 Monate”

(less often than every six months), which is the largest time spread that could have

been chosen.

Visual

Merchandising

Image

Sales

Performance


69

- Figure 6 – 13: Purchase Frequency 1 -

47.5% respondents of all of the shops have chosen “seltener als alle 6 Monate”,

10.625% “alle 6 Monate” (every six months), 12.5% “alle 4 Monate” (every 4

months), 10.625% “alle 2 Monate” (every 2 months), 6,25% “1 mal pro Monat”

(once per month) and 2.5% “öfter als 1 mal pro Monat” (more often than once per

month).


Question 1 : Wie oft haben Sie bei COMPANYS eingekauft?

010203040506070

öfter als1mal proMonat

1mal proMonat

alle 2Monate

alle 4Monate

alle 6Monate

seltenerals alle 6Monate

Frequency

% R

espo

nden

tsZHLÖ%

ZHS%

BS%

LU%

Question 1: Wie oft haben Sie bei COMPANYS eingekauft?

05

101520253035404550

öfter als 1malpro Monat

1mal pro Monat alle 2 Monate alle 4 Monate alle 6 Monate seltener alsalle 6 Monate

Frequency

% R

espo

nden

ts


70

Another classification of the purchase frequency, such as “öfter als alle 6 Monate”

versus “seltener als alle 6 Monate”, is shown in figure 6-15. As can be seen, there

is only a slight difference between the 2 frequencies, the percentage of those who

buy at least every half a year is 42.5, whereas the percentage of those who

purchase more seldom than every half a year is 47.5. The remaining 10% either

have not answered this question or have ticked “weiss nicht”, both are not included

in the figure.

This allocation was made to know the general situation for all of the four stores. As

a next step, this classification is made for each of the stores to realize whether the

above shown disposition is reflected in all of the shops or whether there are

differences.


When looked at the purchase frequency of each shop with the above illustrated

purchase frequency classification (figure 6-16), it can be seen that in the shops of

Zurich and the shop of Basel the same situation as the general one is found

(higher percentage in “seltener als alle 6 Monate). Only the shop in Lucerne is

different, in fact, 55% are in the category “öfter als alle 6 Monate” and only 35%

have ticked “seltener als alle 6 Monate”.


0

10

20

30

40

50

öfter als alle 6 Monate seltener als alle 6 Monate

Frequency

% R

espo

nden

ts


71


An interesting finding is that Zurich Löwenplatz and Basel show the same or almost

the same disposition as the general one (figure 6-15), whereas Zurich Schifflände

is remarkably different. Only 27.5% have chosen “öfter als alle 6 Monate” and 60%

have chosen “seltener als alle 6 Monate”.

For the purchase frequency it can therefore be said that the best performance is

the one of the shop in Lucerne, and the worst performance is the one at Zurich

Schifflände. Zurich Löwenplatz and Basel have quite the same performance and

also reflect the distribution illustrated in figure 6-15.

Buyers and the Reason for Entering a Store of COMPANYS

Question 3, “Haben Sie heute etwas bei COMPANYS eingekauft?” was inserted

to the questionnaire, first, to see how many people had bought something during

the time of investigation (figure 6-17). Secondly, the question was asked to be able

to see whether those who had bought something had entered the store because of

visual merchandising or because of other reasons , thus to be able to compare this


0

10

20

30

40

50

60

70

ZHLÖ% ZHS% BS% LU%

Shops

% R

espo

nden

ts

öfter als alle 6 Monate

seltener als alle 6 Monate


72

question with question 8 “Warum haben Sie den Laden COMPANYS betreten?”,

which will be illustrated in figure 6-19.

- Figure 6 – 17: Purchase -

In general of all of the four shops 75.62% of the respondents did not purchase

anything, 22.5% bought something and 1.88% did not respond the question.

The best performance shows Lucerne (LU), which with 35% has the highest

percentage of people who bought something at COMPANYS. Zurich Löwenplatz

(ZHLÖ) has the second highest percentage (27.5%). These two shops are only

separated by a difference of 7.5%.

At Zurich Schifflände (ZHS), 17.5% of the respondents bought something, which is

almost half of those of Lucerne. In Basel (BS) even 10% only have purchased

something, which therefore is the worst performance of the 4 shops.

Question 8 “Warum haben Sie den Laden COMPANYS betreten?” was included

into the questionnaire in order to understand the motivation or reason of a

customer for his entering the store, and therefore to understand, whether visual

merchandising was part of those factors.

It was possible to choose more than one answer, which is the reason why there

are 162 statements to this question.

Question 3: Haben Sie heute etwas bei COMPANYS eingekauft?

0

5

10

1520

25

30

35

40

ZHLÖ% ZHS% BS% LU%

Store

% R

espo

nden

ts


73

Table 6-18 illustrates the reasons why someone entered the store.

Please note: because of the length of the questions only part of them have been

put into the legend of figure 6 -19, and those parts (keywords) stand for:

- Table 6 – 18: Entering Reasons 1 -

Furthermore there have been added to the table the two most frequently named

reasons that were not on the questionnaire, but added by the respondents, which

are:

• „Ausverkauf“

• „Verwandter/Partner/Kollege kauft hier ein“

Other answers added by the respondents such as the ones listed below were not

put into the table, because of their infrequence, and because they do not refer to

visual merchandising but are general answers:

• „Es hatte wenig Leute im Laden“ (there were few people in the store)

• „Ein Verwandter arbeitet bei COMPANYS“ (a relative works for

COMPANYS)

• „Ich habe geglaubt, etwas zu finden/Meistens finde ich hier etwas“

(I thought to find something here/ Mostly I find something here)

KEYWORD: QUESTION:

Regelmässig

(At regular intervals)

COMPANYS gehört zu den Läden, die ich regelmässig aufsuche

(COMPANYS makes part of those stores that I visit at regular intervals)

Etwas Bestimmtes

(Something particular)

Ich habe etwas Bestimmtes gesucht, das ich nur bei COMPANYS finde

(I was looking for something paraticular that I only find at COMPANYS)

Laden viel versprechend

(Promising store)

Weil dieser Laden viel versprechend aussieht

(Because this store looks promising)

Schaufenster

(Display window)

Ich habe etwas im Schaufenster gesehen, das mir gefallen hat

(I have seen something nice in the display window)I

Musik

(Music)

Die Musik hat mich angezogen

(I was attracted by the music)

Ausverkauf

(Sales)

Ausverkauf

(Sales)

Verwandter kauft hier ein

(A relative shops here)

Verwandter/Partner/Kollege kauft hier ein

(Relative/Partner/Friend does his shopping here)


74

- Figure 6 – 19: Entering Reasons 2 -

The motivation with the highest percentage for entering a store of COMPANYS is

in all of the four shops the same one. “Weil dieser Laden viel versprechend

aussieht” has been chosen as stimulus by 8.64% in Zurich Löwenplatz and by

9.26% in Zurich Schifflände, Basel and Lucerne. The inspiration “Ich habe etwas

im Schaufenster gesehen, das mir gefallen hat” has been chosen by 4.32% of the

respondents in Zurich Löwenplatz and by 3.70% in the other tree shops. Both of

these motivations are referable to visual merchandising.

The other causes for entering the store are not factors of visual merchandising

(apart from “Die Musik hat mich angezogen” which could be assigned to visual

merchandising as well, but, however, is not explicitly recorded in the literature as

part of visual merchandising) and are represented five times (Regelmässig, etwas

Bestimmtes, Musik, Ausverkauf, Verwandter kauft hier ein) whereas factors of

visual merchandising are only represented twice.

Although visual merchandising motivations are represented less compared to the

others, they represent 51.85% (sum of “Laden viel versprechend” and

“Schaufenster”) of the total of the ticked motivations.

According to Castaldo, the display windows probably are the most important visual

communication instrument that a retailer has at his disposal to attract the attention

of the potential clients and to make the clients enter the store (Castaldo, 2001).

The results of question 8 give evidence that the communication via the display

Question 8: Warum haben Sie den Laden COMPANYS betreten?

0123456789

10

Regelmässig EtwasBestimmes

Laden vielversprechend

Schaufenster Musik Ausverkauf Verwandterkauft hier ein

Reason

% R

espo

nden

ts

ZHLÖ%

ZHS%

BS%

LU%


75

windows in all of the considered shops of COMPANYS is successfully working in

attracting the clients. Whether these clients who have been attracted by the display

window or by the overall impression have bought something or not will be

illustrated and discussed in the following.

Comparing the results of question 3 and question 8, it can be evaluated that those

people who did purchase something at COMPANYS have entered the store

because of the reasons illustrated in figure 6-20:

- Figure 6 – 20: Entering Reasons 3 -

Zurich Löwenplatz has the broadest distribution of reasons for entering a store.

From the seven possible reasons only two have not been chosen at all, and the

percentage of the selected ones is always between 10 and 30%.

In Zurich Schifflände three of the seven reasons have not been ticked by the

buyers, and from the four chosen ones three are represented only by a low

percentage. Contrary to this, the reason “Laden viel versprechend” has been

chosen by 57.14% of the buyers which is by fa r the highest percentage of all.

In Basel three motivations are represented by 28.57% and one by 14.29%. The

remaining three have not been selected by the buyers.

Question 3 vs Question 8: Reason for entering the Store of those who bought something at

COMPANYS

010

2030

4050

60

Regelmässig EtwasBestimmes

Laden vielversprechend

Schaufenster Musik Ausverkauf Verwandterkauft hier ein

Reason

% R

espo

nden

ts o

f B

uyer

s

ZHLÖ%

ZHS%

BS%

LU%


76

As in Zurich Löwenplatz also in Lucerne only two reasons have not been ticked at

all. The chosen ones vary from 14.29% to 28.57%.

The reasons that have been named by the buyers in all of the four shops are

“Regelmässig”, “Laden viel versprechend” and “Schaufenster”. Interesting is that

two of those three reasons are the ones representing visual merchandising. To see

by how many buyers those two factors were chosen, the following figure has been

established (figure 6-21):

- Figure 6 – 21: Entering Reason Visual Merchandising -

A previous finding was that many people had entered the store because of visual

merchandising. But because visual merchandising should improve commercial

functionality of the point of sale, develop the commercial productivity of the point of

sale (improve the selling per personnel, per square meter etc) and increase its

economic efficiency (accelerate rotation, increase selling) (Ravazzi, 2000), not only

the reasons for entering the store were evaluated, but also whether those people

who had been attracted by visual merchandising have also purchased anything.

In Zurich Löwenplatz 30% of the buyers have entered the store because of its

promising appearance (“Laden viel versprechend”) and 10% because of the

Question 3 vs Question 8: Visual merchandising as reason for entering the

store

0

20

40

60

80

ZHLÖ% ZHS% BS% LU%

Store

% B

uyer

s


77

display window, which makes a total of 40% of buyers who have entered the store

because of visual merchandising and who have also purchased something.

In Zurich Schifflände 57.14% have stepped into the store, because of the

promising appearance, and 14.29% because of the showcase, which makes a total

of 71.43%. Zurich Schifflände, therefore, has the highest percentage of visual

merchandising reasons for entering the store.

In Basel 28.57% of the buyers have walked into the store, because of the

promising appearance, and also 28.57% because of the display window, which

makes in total 57.14%.

In Lucerne 21.42% have entered, because the shop looks promising, and 28.57%

because of the display window, which results in a total of 50% of the buyers of this

store, who have walked in because of a factor of visual merchandising.

Buyers and their judgment of visual merchandising

“One of the most significant features of the total product is the place where it is

bought. In some cases, the place, more specifically the atmosphere of the place, is

more influential than the product itself in the purchase decision. In some cases, the

atmosphere is the primary product” (Kotler, 1973-1974: 48).

In order to test whether visual merchandising has a positive influence on the

buying decision or not, it was measured whether those who had affirmed question

3 “Haben Sie heute etwas bei COMPANYS eingekauft?” judged the visual

merchandising activities of COMPANYS either as “besser” or as “viel besser”. The

results of this comparison are illustrated in figure 6-22. Table 6-23 shows the

respective question to the numbers 13-22 of the x axis.

As questions 13-22 have already been discussed for hypothesis 1, I will not

address them here again. I decided to illustrate them for the sake of completeness

and because the differences of the four shops can be seen very well.


78

- Figure 6 – 22: Visual Merchandising Judgment 1–

- Table 6 – 23: Visual Merchandising Attributes -

For each attribute of visual merchandising the mean values of the four stores were

calculated in order to see, whether the judgments of visual merchandising of the

single shops was below or above this percentage. “The mean, or average value, is

the most commonly used measure of central tendency.” (Malhotra, 1996:506).

In Zurich Löwenplatz, six of the ten visual merchandising attributes have a lower

mean value of buyers that judge the visual merchandising either as “better” or as

“much better”, and four that are judged slightly higher than the mean value. Only

13. Sauberkeit 13. Cleanness

14. Attraktivität des Schaufensters 14. Attractiveness of the display window

15. Attraktivität der Einrichtung des Ladens 15. Attractiveness of the shop fittings

16. Modernität des Sortiments 16. Modernity of the assortment

17. Vielfältigkeit des Sortiments 17. Manifoldness of the assortment

18. Originalität des Sortiments 18. Inventiveness of the assortment

19. Übersichtlichkeit der Präsentation des Sortiments 19. Clearness of the presentation of the assortment

20. Ordentlichkeit des Ladens 20. Neatness of the store

21. Stimmung/Atmosphäre 21. Spirit/Atmosphere

22. Attraktivität der Präsentation der Kleider 22. Attractiveness of the presentation of the clothes

Buyers who estimated visual merchandising attributes as "besser" or "viel besser"

0

20

40

60

80

100

120

13 14 15 16 17 18 19 20 21 22

Visual Merchandising Attributes

% B

uyer

s

ZHLÖ%

ZHS%

BS%

LU%


79

one attribute receives the highest percentage compared to the other COMPANYS’

stores, and in two cases the lowest percentage can be found:

- Figure 6 – 24: Visual Merchandising Estimation ZH Löwenplatz -

In Zurich Schifflände four of the ten comparisons are below the mean value, of

which two have the lowest percentage of all the shops. Six visual merchandising

attributes have a higher percentage than the mean value:

- Figure 6 – 25: Visual Merchandising Estimation ZH Schifflände -

Zurich Löwenplatz and estimation of visual merchandising

0102030405060708090

100

1 2 3 4 5 6 7 8 9 10


% B

uye

rs

ZHLÖ%

Mean Value

Zurich Schifflände and estimation of visual merchandising

0102030405060708090

100

1 2 3 4 5 6 7 8 9 10


% B

uye

rs

ZHS%

Mean Value


80

In Basel five attributes are below the mean value and five are above, three of

which represent the highest percentage compared to the other stores. Two of

these 100% of the buyers judged visual merchandising as “better” or as “much

better”:

- Figure 6 – 26: Visual Merchandising Estimation in Basel -

In Lucerne three attributes of visual merchandising are below the mean value, the

remaining seven are above. In two cases Lucerne receives the highest percentage

of all the shops.

- Figure 6 – 27: Visual Merchandising Estimation in Lucerne -

Basel and estimation of visual merchandising

0102030405060708090

100

1 2 3 4 5 6 7 8 9 10


% B

uye

rs

BS%

Mean Value

Lucerne and estimation of visual merchandising

0102030405060708090

100

1 2 3 4 5 6 7 8 9 10


% B

uyer

s

LU%

Mean Value


81

To be able to say which of the shops shows the best performance, I summed up

the percentages of the ten visual merchandising attributes of each shop and

divided the result by 10 in order to be able to illustrate better. The results of this

calculation are shown in figure 6-28:

- Figure 6 – 28: Visual Merchandising Judgment 2 -

As can be seen in the figure above, Lucerne with a score of 70.71 shows the best

performance of all the shops, followed by Basel with a score of 65.

Zurich Schifflände with a value of 62.86 is the second lowest and Zurich

Löwenplatz with 60.91 is the lowest and therefore shows the worst performance.

Loyalty

Question 6.1, “Gehört COMPANYS auch zu den Läden, die Sie auf Ihren

Shopping Touren eigentlich immer besuchen?” was asked to see whether the

store of COMPANYS makes part of people’s usual shopping tours or not, thus to

see how loyal the clients of each shop of COMPANYS are. The respondents had

three possibilities to answer, which were “ja”, “nein” and “nicht immer” (not always).

The intention of proposing the answer “nicht immer” was to give the respondents

an alternative to the answers “yes” and “no”, as it is probably not clearly definable

for everybody to explicitly say “yes” or “no”. The meaning of “not always”, as it was

Overall judgment of visual merchandising

05

1015202530354045505560657075

ZHLÖ% ZHS% BS% LU%

Store

% B

uyer

s


82

intended by me, was that someone who is going on a shopping tour usually has

his/her approximately three stores he/she always goes to because of being this

person’s favorite ones. A person also has some shops he/she goes to in a second

stage, for example if not having found the desired product in the favorite stores, or

because of having some more time left to do some more shopping etc. If

COMPANYS therefore, was one of those “second stage shops” the respondents

could answer the question with “nicht immer”.

- Figure 6 – 29: Loyalty -

As can be seen in figure 6-29 the percentage of those who confirm visiting

COMPANYS on their shopping tours in the cases of Zurich Löwenplatz, Basel and

Lucerne is higher than the percentage of those that say that COMPANYS is not

part of their usual shopping tours. Basel, with 37.5% that answered with “yes” an

only 20% that said “no”, shows the best performance, followed by Lucerne with

35% who confirmed to have COMPANYS on their shopping tours and 25% who

denied it. In Zurich Löwenplatz the difference of percentage between “yes” and

“no” is quite small, 30% ticked “yes” and 25% “no”. The only shop that does not

show a higher percentage in “yes” is the one at Zurich Schifflände, where only

17.5% confirm question 6.1 and 37.5% negate the question. Zurich Schifflände

therefore shows here clearly the worst performance.

Question 6.1: "Gehört COMPANYS auch zu den Läden, die Sie

auf Ihren Shopping Touren eigentlich immer besuchen?"

0

10

20

30

40

ZHLÖ% ZHS% BS% LU%

Store

% R

espo

nden

ts

Ja

Nein


83

The respondents was also given the possibility to answer question 6.1 with “nicht

immer” (not always), which in Zurich Löwenplatz and Zurich Schifflände was

chosen by 45%, in Basel by 42.5% and in Lucerne by 40% (these are not

illustrated in figure 6 -29).

To see whether those people who visit COMAPANYS on their shopping tours also

think positive about COMPANYS, a comparison between question 6.1 (“Gehört

COMPANYS auch zu den Läden, die Sie auf Ihren Shopping Touren eigentlich

immer besuchen?”) and 4.1 (“Was gefällt Ihnen an COMPANYS besonders?”)

was made. The assumption is that those people who visit COMPANYS on their

shopping tours are the ones making positive statements about COMPANYS. Or in

other words, that those people who have a positive image of COMPANYS are loyal

clients as a consequence.

Question 4.1 was an open question, and for the comparison here it was not of

interest what statements people wrote down (to see what positive statements

people wrote down please see Chapter 5, Figure 5-8), but whether people actually

wrote down any positive statements or whether they did not mention anything

positive. I counted therefore how many people had given zero, one, two or three

positive statements ( in the figures the quantity of statements will be illustrated with

“0”, “1”, “2” and “3”) and confronted it with those who had confirmed to visit

COMPANYS on a shopping tour. The findings are illustrated for each of the four

shops.

- Figure 6 – 30: Loyalty and Positive Image ZH Löwenplatz-

"COMPANYS part of Shopping Tour?" and the quantity of positive statements for the shop Zurich Löwenplatz

02468

101214161820222426

0 1 2 3

Number of Positive Statements

% R

esponden

ts

Ja (part of shopping tour)

Nein (not part of shopping tour)

Nicht immer (not always part of shopping tour)


84

In Zurich Löwenplatz 72.5% of all the respondents gave at least one positive

statement about COMPANYS. 27.5% of those said that COMPANYS makes part of

those shops that they usually visit when going on a shopping tour, 20% said that

COMPANYS was one of those stores that not always make part of the shopping

tour, and 15% of the 72.5% said that COMPANYS was not part of their shopping

tours.

All those who have ticked “no” have given one positive statement and not more.

Nobody of those who usually visit COMPANYS on their shopping tours did not give

at least one positive statement about COMPANYS. Consequently to this finding the

assumption made before can be affirmed; all the positive statements were made by

those shoppers that usually visit COMPANYS or by those that not always visit

COMPANYS (but sometimes) on their shopping tours.

- Figure 6 – 31: Loyalty and Positive Image ZH Schifflände-

In Zurich Schifflände 67.5% of the respondents made at least one positive

statement about COMPANYS of which 12.5% are regular COMPANYS shoppers,

30% shoppers that do not always visit COMPANYS and 25% that do not consider

COMPANYS as one of those shops they go to on a shopping tour.

In this case, the before stated assumption can not be affirmed; those 17.5% that

said that COMPANYS was one of those shops they go to on a shopping tour either

made no positive statement at all (5%) or only one positive statement (12.5%).

25% of those 42.5% who answered with “no” listed one or more positive

"COMPANYS part of Shopping Tour?" and the quantity of positive statements for the shop Zurich Schifflände

02468

101214161820222426

0 1 2 3


% R

espo

nden

ts





85

statements about COMPANYS. No one of those respondents who usually go to

COMPANYS on a tour wrote down more than one positive statement.

- Figure 6 – 32: Loyalty and Positive Image Basel-

In Basel 87.5% of the participants of the survey wrote down at least one positive

statement, 35% of these are shoppers that visit COMPANYS when they are on a

shopping tour, 37.5% do not always visit COMPANYS and 15% that do not have

COMPANYS on their usual shopping tours.

As before in Zurich Löwenplatz, nobody of those who answered with “yes” did not

give any positive statement at all and therefore the assumption can be affirmed in

this case, too.

- Figure 6 – 33: Loyalty and Positive Image Lucerne-

"COMPANYS part of Shopping Tour?" and the quantity of positive statements for the shop of Basel

02468

101214161820222426

0 1 2 3


% R

espo

nden

ts




"COMPANYS part of Shopping Tour?" and the quantity of positive statements for the shop of Lucerne

02468

10121416182022242628

0 1 2 3


% R

esp

on

den

ts



Nicht immer (not always part ofshopping tour)


86

In Lucerne 75% of the interviewed people made at least one positive statement,

20% of these consider COMPANYS as one of those shops they always go to,

32.5% as one they not always go to and 22.5% as one that they do not go to when

going on a shopping tour.

12.5% of those 32.5% who responded “yes” listed no positive statement at all,

which as in Zurich Schifflände is contrary to expecta tions.

In all four cases, the fact of not visiting COMPANYS on shopping tours did not

inhibit people to give positive statements. It can therefore be said, that

COMPANYS has a positive image among regular and non regular shoppers and

although of having a positive image does not guarantee that people come more

often to the stores of COMPANYS. A reason for the finding could be that

COMPANYS is seen by many people as an expensive store (see Chapter 5, Figure

5-10) and that therefore, although of thinking in a positive manner about

COMPANYS, do not regularly visit the stores.

- Figure 6 – 34: Loyalty and Positive Image -

If we look only at those who have confirmed to usually visit COMPANYS on their

shopping tour and who have given one or more positive statements we can see

that the shop of Basel is the one with the highest percentage, followed by the shop

Positive statements of loyal customers

05

10

15202530

3540

ZHLÖ ZHS BS LU

Store

% P

osi

tive

Sta

tem

ents

of

Sh

op

per

s


87

of Zurich Löwenplatz. In both of these shops people have given one, two or three

positive statements, which is not the case in Zurich Schifflände and in Lucerne

where nobody has given three positive statements and only very few have stated

two positive comments. This finding reflects again what was mentioned before; in

the shop of Zurich Löwenplatz and in the shop of Basel nobody of those

respondents who said that COMPANYS was on their usual shopping tour did not

give at least one positive statement.

It can be said that in Zurich Löwenplatz and in Basel the loyal shoppers have a

positive image of COMPANYS, because they all gave positive feedback.

Furthermore Basel also has the highest percentage of loyal customers. Lucerne

with 32.5% of loyal shoppers has not such a good performance because there are

some of those customers that did not state any positive comments (12.5%).

Therefore Basel with 35% shows the best performance and Zurich Löwenplatz with

a percentage of 27.5 of loyal shoppers with a positive image the second best.

Zurich Schifflände has only 17.5% loyal shoppers and they did not give all a

positive feedback and therefore this shop shows the worst performance.

Summary:

- Table 6 – 35: Ranking of Performances -

Purchase Frequency

1

Purchased

2

VM as Entering Reason

3

VM Judgment of Buyers

4

Loyalty 5

Loyalty and Positive Image

6

Best Performance

LU LU ZHS LU BS BS

Average Performance

ZHLÖ ZHLÖ BS BS LU ZHLÖ

Average Performance

BS ZHS LU ZHS ZHLÖ LU

Worst Performance

ZHS BS ZHLÖ ZHLÖ ZHS ZHS


88

In this section I will shortly repeat the findings for hypothesis 2. In table 6-35 there

is a survey of the four shops and their performance (best performance, average

performance and worst performance) for each of the observed aspects (1 to 6).

Zurich Löwenplatz:

Zurich Löwenplatz shows for both, the purchase frequency and the fact of having

bought something at COMPANYS, an average performance, that is to say the

second highest percentage compared to the other stores. In spite of these positive

results Zurich Löwenplatz shows the worst performance when visual

merchandising is taken into consideration; the lowest percentage in the category

“visual merchandising as entering reason” was to be found in this shop.

Furthermore, Zurich Löwenplatz also has the lowest percentage of positive

judgments regarding the activities of visual merchandising.

For the loyalty and the comparison between loyalty and positive image this shop

shows again an average performance. The shop at Zurich Löwenplatz seems to

have quite a good image, as respondents there made quite a lot of positive

statements, and furthermore the clients seem to be loyal.

As everything, that regards visual merchandising , sounds to be negative, I want to

repeat here that on the whole this shop does not have a bad visual merchandising.

The percentage of positive visual merchandising judgment for example was 60.91;

it is just the comparison to the other stores that makes it appear less positive.

Zurich Schifflände:

For the purchase frequency Zurich Schifflände shows the worst performance and

for the fact of having purchased at COMPANYS an average performance.

Nonetheless, many buyers of this shop have entered the store because of its visual

merchandising and the judgment of the visual merchandising resulted to be

positive. Visual merchandising therefore seems to be working in attracting the

clients, but it does not seem to be so successfully influencing the sales

performance.

Furthermore Zurich Schifflände seems not to have as positive an image as the

other stores. The respondents listed less positive comments about this shop


89

compared to the other shops and also mentioned the largest quantity of negative

aspects compared to the other stores.

The reason for this is probably that a high percentage of the respondents in Zurich

Schifflände purchase less than once every six months and also because the

respondents are the least loyal ones.

Furthermore it has to be mentioned that the shop of Zurich Schifflände is the

smallest one of the four observed stores. This might also be a reason for not

having such a positive image as the other stores.

Basel:

For the purchase frequency the shop of Basel shows an average performance.

In this shop very few people have purchased anything, but more than half of those

have entered the store because of visual merchandising, which makes assume

that visual merchandising has a positive influence on the sales performance.

Basel seems to have a positive image, as it has the highest percentage of positive

statements. Furthermore, Basel has the highest percentage of loyal shoppers,

probably because of its positive image.

Lucerne:

The shop of Lucerne resulted to have the clients with the shortest intervals of

purchasing and also the highest percentage of buyers. In comparison to the

others, this shop has the second lowest percentage of respondents who marked

visual merchandising as an entering reason, but the overall judgment of visual

merchandising was the most positive one.

For loyalty Lucerne shows the second best performance and for the comparison of

loyalty and image, this shop shows an average performance.


90

Restrictions

Visual merchandising variables

“It [visual merchandising] is a discipline fraught with variables […] it is difficult to

identify everything that might affect rate of sale”. (Bond, 1996 in Castaldo, 2001:

141)

The biggest obstacle for the realization of the research for this thesis was the

difficulty to determine which elements in and of a point of sale are referable to

visual merchandising and, in particular, how those and their impact on the image or

on the sales performance can be measured. The specific literature does not

contain a coherent approach or provide significant coverage of the subject under

observation; therefore the visual merchandising attributes chosen may not reflect

the entire range of attributes that compose visual merchandising.

The questionnaire

It was tricky to find formulations for the questionnaire that provide information to

me without explicitly formulating questions regarding visual merchandising. I had

not asked the respondents direct questions, but questions that should allow

drawing conclusions of the impact of visual merchandising by comparing them with

other questions and then interpret the findings. I had many different data and a lot

of different comparison possibilities which made the analysis of the data very

complex.

The survey

The survey has been realized during the sales period of COMPANYS . Although

this should not affect the findings of the research as not only COMPANYS was on

sales, but also all the other shops, it might have been better to choose another

time of investigation to eliminate any possibility of data falsification.


91

The data

As I have only asked 40 clients in each of the four stores of COMPANYS I have

sometimes received few significant data. For example, in the Basel shop only 10%

of clients bought something which consequently made the comparison of buyers

and the reason for entering the store not very meaningful.

The data elaboration

To calculate and elaborate the data use of Microsoft Excel has been made, which

resulted to be quite unfavorable. Statistical Package for Social Sciences (SPSS)

would have definitely been more adapted and easier manageable.

The data interpretation

The data interpretation for hypothesis 1 was sometimes a bit difficult in so far as I

was not sure how to interpret when two shops showed dependence and two shops

did not.

The data explanation for hypothesis 2 resulted to be a bit chaotic, as the influence

of visual merchandising on the sales performance was not directly measurable and

I therefore had to make some intermediate steps in order to achieve my objectives.

7 Conclusion

92

7 Conclusion

“Atmospheres are a factor present in every buying situation. Until recently,

atmospheres developed casually or organically. Atmospherics, however, is the

conscious planning of atmospheres to contribute to the buyer’s purchasing

propensity. As other marketing tools become neutralized in the competitive battle,

atmospherics is likely to play a growing role in the unending search of firms for

differential advantage”. (Kotler, 1973-1974:64)

The information about visual merchandising in literature is quite scarce, however,

there is something all the articles and books I read about this subject have in

common. They all affirm that visual merchandising in times when people choose

individually and have free access to the merchandise, is becoming more and more

important and in an ever increasing phase.

Ravazzi says that the consequence of this “not-assisted purchasing” is that

consumers are no longer influenced by a sales person but by the way the

merchandise is exposed. According to her, consumers nowadays feel more and

more the need or even urge to choose individually which in other words would

mean that the sales personnel is losing its importance, while visual merchandising

is getting more significant. (Ravazzi, 2000)

For hypothesis 1, the visual merchandising activities of COMPANYS have an

influence on the store image of COMPANYS, I compared the image and the visual

merchandising in order to understand whether there is a relationship between

them, thus whether visual merchandising has an impact on the image of

COMPANYS or not, and to learn whether the role of visual merchandising is really

as important as literature says. Furthermore, I also tested the connection of the

sales personnel and the image of COMPANYS to be able to understand, whether

the influence they have on each other is really not as important as is stated in

literature.

As already mentioned before, the identification of the variables of visual

merchandising is not an easy matter. Furthermore, it is not evident how to ask

someone what he/she thinks of certain visual merchandising activities. I could not

7 Conclusion

93

ask people, for example, whether it was easier for them to make a decision thanks

to visual merchandising, or whether they had saved time because of visual

merchandising, or if they thought that the merchandise communicated more

efficiently with them thanks to visual merchandising etc.

To overcome these difficulties I have chosen some visual merchandising activities

for my thesis that I believed to be meaningful and suitable for my intentions, and

that seemed to me comparable with the image. To be more precise, I have tested

the dependence of the following activities of visual merchandising on the image:

• Cleanness

• Attractiveness of the display window

• Attractiveness of the shop fittings

• Modernity of the assortment

• Manifoldness of the assortment

• Inventiveness of the assortment

• Clearness of the presentation of the assortment

• Neatness of the store

• Spirit/Atmosphere in the store

• Attractiveness of the presentation of the clothes

For only one of the observed attributes of visual merchandising no dependence

could be found between visual merchandising and the image, which is the attribute

“Spirit/Atmosphere in the store”. For all the other attributes in at least one, two,

three or even four stores visual merchandising resulted to have an impact on the

image, which confirms my assumption and what was mentioned in literature that

visual merchandising does have an influence on the image.

To understand whether also the assertion that the sales personnel does not play

such an important role in the purchasing process anymore is true, the comparison

of “friendly staff” versus “friendliness and competence of the staff” was made. The

findings have shown to be contrary to what was asserted in literature. Although it is

true that visual merchandising plays an important role, this does not mean that the

staff is no longer required in the store. On the contrary, it seems that the sales

personnel is significant, as in all of the observed stores a dependence between

7 Conclusion

94

staff and image was found. Furthermore, many respondents named the

friendliness of the staff when they were asked to mention something positive of

COMPANYS.

On the basis of my findings of hypothesis 1 it can therefore be said, that visual

merchandising has an influence on the image of COMPANYS as has been proved

by the calculations of the chi square. It has to be mentioned, though, that although

visual merchandising has an impact that this does not mean that the sales

personnel is not important anymore.

However, visual merchandising is surely a possibility to differentiate the point of

sale and evidently plays a factor in the creation of the store image of COMPANYS.

Hypothesis 2, the visual merchandising activities of COMPANYS are related to

their sales performance, was created and was examined, because I found some

assertions in literature as for example stated by Ravazzi. She says that visual

merchandising has the objective to improve the commercial functionality of the

point of sale, develop the commercial productivity of the point of sale (improve the

sales figures i.e. per personnel, per square meter etc.) and increase the economic

efficiency (accelerate rotation, increase selling). And moreover Kotler says: “In

recent years, there has been a growing recognition that store interiors and

exteriors can be designed to create specific feelings in shoppers that can have an

important cuing or reinforcing effect on purchase” (Kotler, 1973-1974:50).

It has to be mentioned here that the influence of visual merchandising on the sales

performance is not a direct one, but, for example visual merchandising can, by

attracting more clients, increase the traffic in the store, which then can have an

influence on the sales figures. In other words, there are activities of visual

merchandising that influence the behavior of the customers which might then

create a changing of the sales performance. As this relationship of visual

merchandising and sales performance is an indirect one, it is difficult to realize

whether there really is a connection or not. However, I have tried to find some

clues to the relation between visual merchandising and sales performance by

proceeding as follows:

7 Conclusion

95

In order to ascertain whether visual merchandising is related to the sales

performance I have first looked at the purchase frequency, then whether the

visitors of COMPANYS have bought something , so to see if those who have

bought something have entered the store initiated by visual merchandising. If so,

this would confirm the assumption that visual merchandising has an influence on

the sales performance. Furthermore, I have measured whether those people who

bought something, judged visual merchandising positively, which again would

confirm that visual merchandising is related to the sales performance. As a last

step I have then evaluated the loyalty of COMPANYS’ clients to learn if the loyal

ones have a positive image of COMPANYS or not. My reflection for this

comparison was that as visual merchandising influences the image positively and

the loyal customers probably have a positive image, this should allow me to say

that there is a relation between visual merchandising and sales performance.

Based on my findings I assume that visual merchandising does have an influence

on the sales performance as shows, for example, the positive judgment of the

buyers regarding visual merchandising. Furthermore, it has proved a fact that

visual merchandising has the capability to invite people to enter the store, which,

as a consequence, increases the traffic in it, and thus may have an influence on

the sales performance.

However, it can not be excluded that other variables have interfered, as the

observed relationship was an indirect one.

Future Perspectives

Visual merchandising involves a lot of different disciplines such as, for example,

marketing, design, semiotics, psychology etc. and is therefore a complex matter.

There is a great need for further research into the subject of optimal visual

merchandising, “With the exception of some airlines, restaurants, department

stores, and professional businesses, it is fair to say that atmospherics has been a

relatively neglected tool in the marketing mix of most firms." (Kotler, 1973-

1974:63).

7 Conclusion

96

Looking at many different aspects, an influence of visual merchandising on the

image or on the sales performance of a shop might be asserted, but it is not known

to what extent visual merchandising can be consciously planned, as its impact is

difficult to measure. Therefore it is also unknown how important visual

merchandising is as a competitive tool.

To consciously and effectively plan the activities of visual merchandising in future,

answers to the following questions have to be found:

What values are customers seeking in different buying and consuming situations?

How do different visual merchandising elements work? What messages are

communicated in our society by particular colors, sounds, odors, and textures?

How can the impact of visual merchandising be measured and how can be made

sure that there are no other variables interfering?

What are the social and ethical implications to use visual merchandising to

motivate purchase? What objections or defenses does the buyer have against

“subliminal” persuasion?

8 Bibliography

97

8 Bibliography

Books:

Castaldo, S. (2001). Retailing & Innovazione: L’evoluzione del marketing nella

distribuzione. Milano: GECA.

Govoni, N.A. (2004). Dictionary of Marketing Communications. United States of

America: Sage Publications.

Kotler, P. & Armstrong, G. (1996). Principles of Marketing. United States of

America: Prentice-Hall.

Kumar, V. & Aaker, D.V. & Day, G.S. (2002). Essentials of Marketing Research.

United States of America: John Wiley & Sons.

Levine, D.M. & Krehbiel, C.T. & Berenson, M.L. (2002). Statistica. Milano: Apogeo.

Malhotra. N.K. (1996). Marketing Research: an applied Orientation. United States

of America: Prentice-Hall.

Masson, J.E. & Wellhoff, A. (2001). Il merchandising: come avere successo nel

commercio moderno. Milano: F. Angeli.

Ravazzi, C. (2000). Visual Merchandising: per sviluppare la vendita visiva nei punti

di vendita di ogni tipo e dimensione. Milano: F. Angeli.

Smith, Pr. (1997). Marketing Communications: An Integrated Approach. England:

Kogan Page Limited.

Wonnacott, T.H. & Wonnacott, R.J. (1998). Introduzione alla statistica. Milano: F.

Angeli.

8 Bibliography

98

Zikmund, W.G. (2000). Business Research Methods. Fort Worth, TX: Dryden

Press.

Internet:

http://www.iccompanys.com

Articles:

Kotler, P. (1973-1974). Atmospherics as a Marketing Tool. Journal of Retailing.

Volume 49, Number 4 Winter 1973-1974.

Semeijn, J. & van Riel, A. & Ambrosini, B. (2004). Consumer evaluations of store

brands: effects of store image and product attributes. Journal of Retailing and

Consumer Services. Volume 11, Issue 4, July 2004.

Courses:

Metodologia della ricerca sociale, Dauwalder and Pomini (2003).

Marketing settoriale - Trade Marketing - Visual Merchandising, Cristina Pisani

(2004).

Other:

Visual Merchandising Guidelines (2004). COMPANYS

9 Appendix

99

9 Appendix

A: Questionnaire

B: Basic Findings of the Questionnaire

C: Calculations for Hypothesis 1

Actual Observed Frequencies

Expected Cell Frequencies

Comparison

Degree of Freedom and Chi Square Critical Value

Figures

D: Calculations for Hypothesis 2

9 Appendix

100

A: Questionnaire

Zürich Schifflände

Guten Tag!

Mein Name ist Virginia Bertschinger und ich studiere an der Universität von

Lugano Kommunikationswissenschaften. Dieser Fragebogen ist Teil meiner

Abschlussarbeit und Sie würden mir sehr helfen, wenn Sie sich 5 Minuten Zeit

nehmen könnten, um ihn auszufüllen. Herzlichen Dank schon im Voraus!

Virginia

1. Wie oft haben Sie bei COMPANYS eingekauft?

öfter als 1 mal pro Monat 1 mal pro Monat alle 2 Monate

alle 4 Monate alle 6 Monate seltener als alle 6 Monate

Weiss nicht

2. Sind Sie Club Member von COMPANYS?

Ja Nein

3. Haben Sie heute etwas bei COMPANYS eingekauft?

Ja Nein (weiter bei 3.1)

3.1 Falls nein, warum haben Sie nichts gekauft? (mehrere Kreuzchen möglich)

Ich wurde nicht freundlich bedient Es war zu teuer

Die Farbe die ich wollte gab es nicht Meine Grösse gab es nicht

Es war zu heiss/kalt/stickig im Laden Zu viele Leute im Laden

Die Umkleidekabinen waren immer besetzt Zu laute Musik

UniversitàdellaSvizzeraitaliana

Facoltàdi scienze dellacomunicazioneLugano

Istitutoper la comunicazioneaziendale

9 Appendix

101

Ich habe nicht gefunden was ich gesucht habe Es hat mir nichts gefallen

Ich fühle mich unwohl in diesem Laden _____________________

4.1 Was gefällt Ihnen an COMPANYS besonders?

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

4.2 Was gefällt Ihnen an COMPANYS nicht?

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

5. Was kommt Ihnen in den Sinn wenn Sie an COMPANYS denken? (mehrere

Antworten möglich)

Freundliche Bedienung Sauber Schönes Schaufenster

Schöne Einrichtung Modern Trendy

Vielfältig Tolle Marken Tolle Kleider

Originell Übersichtlich Ordentlich (Aufgeräumt)

Angenehmer Laden Attraktive Präsentation Gute Qualität

____________________ __________________ ___________________

6. Welche 3 Läden besuchen Sie eigentlich immer, wenn Sie auf Shopping

Tour gehen?

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

6.1 Gehört COMPANYS auch zu den Läden, die Sie auf Ihren Shopping

Touren eigentlich immer besuchen?

Ja Nein Nicht immer

9 Appendix

102

7. Welche anderen Läden besuchen Sie wenn Sie Shoppen gehen? (mehrere

Antworten möglich)

H&M Blue Dog PKZ

Mango Bernies Benetton

Morgan Kookaï Manor

Orsay Zebra Pimkie

Clockhouse (C&A) Tally Weijl Vero Moda

Esprit Vögele WE

Globus Jelmoli Spengler

____________________ _________________ ___________________

8. Warum haben Sie den Laden COMPANYS betreten? (mehrere Antworten möglich)

COMPANYS gehört zu den Läden die ich regelmässig aufsuche

Ich habe etwas Bestimmtes gesucht das ich nur bei COMPANYS finde

Weil dieser Laden viel versprechend aussieht

Ich habe etwas im Schaufenster gesehen das mir gefallen hat

Die Musik hat mich angezogen

________________________________________________________________

________________________________________________________________

9. Wollten Sie heute bei COMPANYS etwas Bestimmtes einkaufen?

Ja (weiter bei 9.1) Nein Weiss nicht

9.1 Falls ja, haben Sie gefunden was Sie gesucht haben?

Ja (weiter bei 9.1.1) Nein Weiss nicht

9.1.1. Falls ja, haben Sie gekauft was Sie gefunden haben?

Ja Nein Weiss nicht

9 Appendix

103

10. Haben Sie mehr eingekauft als Sie eigentlich geplant hatten?

Ja (weiter bei 10.1) Nein Weiss nicht

10.1 Falls ja, was denken Sie warum Sie mehr eingekauft haben?

________________________________________________________________

________________________________________________________________

________________________________________________________________

11. Werden Sie COMPANYS in Zukunft wieder besuchen?

Ja Nein Weiss nicht

9 Appendix

104

Im Vergleich zu den von Ihnen genannten Läden, die Sie immer auf Ihren Shopping

Touren besuchen, wie beurteilen Sie die nachfolgend aufgeführten Eigenschaften

(12. –23.) von COMPANYS auf einer Skala von -2 (viel schlechter als die anderen

Läden) bis +2 (viel besser als die anderen Läden). Bitte zutreffendes ankreuzen.

viel schlechter ziemlich ähnlich viel besser

-2 -1 0 +1 +2 schlechter besser

12. Freundlichkeit und Kompetenz des Personals


13. Sauberkeit


14. Attraktivität des Schaufensters


15. Attraktivität der Einrichtung des Ladens


16. Modernität des Sortiments


17. Vielfältigkeit des Sortiments


9 Appendix

105

18. Originalität des Sortiments


19. Übersichtlichkeit der Präsentation des Sortiments


20. Ordentlichkeit des Ladens


21. Stimmung/Atmosphäre


22. Attraktivität der Präsentation der Kleider


23. Qualität


Alter: ______

Geschlecht:

Weiblich Männlich

Herzlichen Dank für Ihre Unterstützung!

Virginia Bertschinger

9 Appendix

106

B: Basic Findings of the Questionnaire

1 ZHLÖ ZHS BS LU öfter als 1mal pro Monat 1 1 2 0

1mal pro Monat 2 3 4 1 alle 2 Monate 6 2 3 6 alle 4 Monate 4 4 5 7 alle 6 Monate 5 1 3 8 seltener als alle 6 Monate 19 24 19 14 Weiss nicht 3 5 3 4 Keine Antwort 0 0 1 0 Total 40 40 40 40

2 ZHLÖ ZHS BS LU Ja 18 11 13 15 Nein 22 29 27 25 Total 40 40 40 40

3 ZHLÖ ZHS BS LU Ja 11 7 4 14 3.1 Nein: 29 33 36 26 Ich wurde nicht freundlich bedient 0 0 0 0 Die Farbe die ich wollte gab es nicht 3 1 3 1 Es war zu heiss/kalt/stickig im Laden 1 0 4 0 Die Umkleidekabinen waren immer besetzt 0 0 0 0 Ich habe nicht gefunden was ich gesucht habe 15 17 26 18 Ich fühle mich unwohl in diesem Laden 0 0 0 0 Es war zu teuer 1 2 5 5 Meine Grösse gab es nicht 3 4 6 4 Zu viele Leute im Laden 0 0 0 0 Zu laute Musik 0 0 0 0 Es hat mit nichts gefallen 7 11 3 5

4.1 ZHLÖ ZHS BS LU Nette Bedienung 6 2 8 9 Gute Auswahl an Kleidern 6 4 8 3 Einrichtung/Design im Laden/Dekoration 4 0 5 2 Atmosphäre/Ambiente 5 2 4 6 Gute Marken 3 2 0 2 Farben 2 1 1 2 Spezielle Kleider 5 5 6 5 Gute Qualität 3 1 2 2 Style 8 12 7 7 Übersichtlich 2 1 2 2 Vielfältig 3 1 1 0 Viel Platz 0 0 3 3 Total 47 31 47 43

9 Appendix

107

4.2 ZHLÖ ZHS BS LU Teuer 8 9 7 7 Männerabteilung 1 0 1 0 Zu grosse/kleine/wenig Grössen 3 2 1 1 Schuhe 1 0 1 0 Farben 1 0 2 0 Qualität 0 2 0 1 zu flippig 0 1 1 3 Dekoration 0 2 0 0 Jackpot 0 1 0 0 Zu sportlich 0 1 0 0 Bedienung 0 1 1 1 Unordnung 0 1 3 0 Musik 0 0 0 1

5 ZHLÖ ZHS BS LU Freundliche Bedienung 20 17 11 26

Sauber 18 14 13 17 Schönes Schaufenster 6 4 9 10 Schöne Einrichtung 11 4 14 14 Modern 17 22 12 20 Trendy 14 17 19 13 Vielfältig 15 16 21 8 Tolle Marken 10 10 9 3 Tolle Kleider 12 6 6 6 Originell 18 12 6 15 Übersichtlich 8 9 3 11 Ordentlich (aufgeräumt) 11 12 11 13 Angenhmer Laden 15 12 12 13 Attraktive Präsentation 4 3 11 4 Gute Qualität 11 8 5 8

6 ZHLÖ ZHS BS LU Total Armani 0 0 1 0 1 Benetton 1 1 3 1 6 Bernies 5 1 0 0 6 Big 4 14 0 1 19 Black Out 2 0 0 0 2 Blue Dog 2 1 3 5 11 Body Shop 1 0 0 0 1 Booster 1 0 0 0 1 Box 1 0 1 0 2 Brunnello 0 0 0 1 1 Buffalini 2 0 0 0 2 C&A 1 0 1 2 4 Carhardt 0 0 1 0 1 Claire's 1 0 0 0 1 Clochard 1 0 0 0 1 Clou 1 1 0 0 2 Companys 7 1 10 9 27

9 Appendix

108

Coop 0 0 1 1 2 Da Soul 0 0 0 1 1 Divarese 0 0 1 0 1 Douglas 0 0 1 1 2 Esprit 0 0 1 1 2 Feldpausch 1 2 1 1 5 Fidelio 2 0 0 0 2 Fizzen 1 0 0 0 1 Globus 8 1 16 10 35 Grieder 1 2 1 0 4 H&M 15 18 16 17 66 Interdiscount 0 0 1 0 1 Jamarico 2 3 0 0 5 Jelmoli 7 3 1 0 11 Kahoona's 0 1 0 0 1 Kofler 0 0 0 3 3 Kookaï 3 8 0 2 13 Laura Ashley 1 0 0 0 1 Loe 0 0 1 0 1 Mango 7 9 10 2 28 Manor 6 4 5 8 23 Max Mara 0 1 0 0 1 Merkur 0 0 2 1 3 Metro 1 0 0 0 1 Mexx 0 1 0 0 1 Migros 0 0 2 3 5 Mississippi 0 1 0 0 1 Modelia Men 1 0 0 0 1 Modissa 2 0 0 0 2 Morgan 1 1 0 1 3 Naf Naf 1 0 0 0 1 Naomi 0 1 0 0 1 Navyboot 0 0 1 0 1 Nile 1 0 0 0 1 Ochsner 0 1 0 0 1 Only 0 1 0 2 3 Orsay 0 0 2 0 2 Perosa 1 0 0 0 1 Pfauen 0 0 3 0 3 Phänomen 0 0 0 1 1 Pier 42 0 0 0 1 1 Piserchia 0 0 1 0 1 PKZ 1 0 2 1 4 Promod 0 0 0 1 1 Pump it up 0 0 1 0 1 Relax 0 0 0 1 1 Sandro 0 1 0 0 1 Sasch 0 0 1 0 1 Schild 0 0 2 2 4 Sir Oliver 0 0 1 0 1 Spengler 0 1 4 2 7 Street One 0 0 0 1 1 Subito 0 0 0 2 2 Tally Weijl 3 1 4 0 8

9 Appendix

109

Tois 0 0 0 1 1

Trois Pommes 1 0 0 1 2

Vero Moda 3 0 1 4 8 Vögele 0 1 1 1 3 WE 0 0 2 2 4 Yore 0 1 0 0 1 Zara 0 3 0 0 3 Zebra 1 0 0 0 1 Zone 31 0 0 0 1 1 Zoolose 0 0 1 0 1

6.1 ZHLÖ ZHS BS LU Ja 12 7 15 14 Nein 10 15 8 10 Nicht immer 18 18 17 16 Total 40 40 40 40

7 ZHLÖ ZHS BS LU H&M 24 29 29 27 Blue Dog 13 9 13 18 PKZ 3 0 6 5 Mango 18 29 16 14 Bernies 12 8 3 1 Benetton 10 9 11 10 Morgan 5 9 5 5 Kookaï 11 21 10 7 Manor 22 11 13 14 Orsay 3 1 4 1 Zebra 6 0 3 1 Pimkie 0 1 2 0 Clockhouse (C&A) 6 3 5 2 Tally Weijl 7 9 8 4 Vero Moda 12 11 9 11 Esprit 9 13 16 10 Vögele 4 1 4 2 WE 3 0 7 4 Globus 24 16 26 25 Jelmoli 20 14 2 1 Spengler 14 7 7 11

9 Appendix

110

8 ZHLÖ ZHS BS LU Regelmässig 9 8 13 12 Etwas Bestimmes 2 1 4 3 Laden viel versprechend 14 15 15 15 Schaufenster 7 6 5 6 Musik 1 0 4 1 Wenig Leute 1 0 0 0 Ausverkauf 3 2 1 2 Verwandter arbeitet bei COMPANYS 1 0 0 0 Partner/Kollege/Verwandter kauft hier ein 2 1 4 4 Geglaubt etwas zu finden 1 0 0 0 Auf dem Weg 1 2 0 0 Meistens finde ich hier etwas 0 1 0 0 Jeden Laden an Strasse besucht 0 1 1 0 Einfach so 0 1 0 2 Wegen Diesel 0 1 0 0 Wegen Peak 0 0 0 1

9 ZHLÖ ZHS BS LU Ja 13 8 13 16 Ja-Ja-Ja 4 1 3 9 Ja-Ja-Nein 0 1 1 0 Ja-Nein 9 6 9 7 Nein 22 28 26 21 Weiss nicht 4 3 0 2 Keine Antwort 1 1 1 1 Total Antworten 53 48 53 56 Total Befragte 40 40 40 40

10 ZHLÖ ZHS BS LU Ja 3 1 1 4 Nein 35 36 36 30 Weiss nicht 2 1 0 0 Keine Antwort 0 2 3 6 Total 40 40 40 40

11 ZHLÖ ZHS BS LU Ja 34 36 36 37 Nein 0 0 0 0 Weiss nicht 6 4 4 2 Keine Antwort 0 0 0 1 Total 40 40 40 40

9 Appendix

111

12 ZHLÖ 12 ZHS 12 BS 12 LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 1 1 -1 0 0 0 -1 0 0 0 0 2 8 10 0 0 11 11 0 3 15 18 0 4 8 12 1 13 10 23 1 17 7 24 1 7 7 14 1 14 5 19 2 4 0 4 2 0 2 2 2 2 4 6 2 8 0 8

Total 19 18 37 Total 17 21 38 Total 12 26 38 Total 26 13 39 12% ZHLÖ 12% ZHS 12% BS 12% LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 2.5 2.5 -1 0 0 0 -1 0 0 0 0 5 20 25 0 0 27.5 27.5 0 7.5 37.5 45 0 10 20 30 1 33 25 57.5 1 43 17.5 60 1 18 17.5 35 1 35 13 47.5 2 10 0 10 2 0 5 5 2 5 10 15 2 20 0 20

Total 48 45 92.5 Total 43 52.5 95 Total 30 65 95 Total 65 33 97.5


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 1 1 -1 0 1 1 -1 0 0 0 0 4 9 13 0 5 17 22 0 6 11 17 0 5 9 14 1 10 8 18 1 7 7 14 1 10 5 15 1 8 11 19 2 5 1 6 2 1 0 1 2 4 1 5 2 4 2 6


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 2.5 2.5 -1 0 2.5 2.5 -1 0 0 0 0 10 23 33 0 13 43 55 0 15 27.5 42.5 0 13 23 35 1 25 20 45 1 18 18 35 1 25 12.5 37.5 1 20 28 47.5 2 13 2.5 15 2 2.5 0 2.5 2 10 2.5 12.5 2 10 5 15

Total 48 45 93 Total 33 63 95 Total 50 45 95 Total 43 55 97.5


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 3 3 -1 0 4 4 -1 1 2 3 -1 0 0 0 0 1 14 15 0 3 22 25 0 0 13 13 0 3 16 19 1 4 12 16 1 0 8 8 1 2 15 17 1 5 11 16 2 2 1 3 2 0 1 1 2 0 5 5 2 2 2 4


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 7.5 7.5 -1 0 10 10 -1 2.5 5 7.5 -1 0 0 0 0 3 35 38 0 7.5 55 62.5 0 0 32.5 32.5 0 8 40 47.5 1 10 30 40 1 0 20 20 1 5 37.5 42.5 1 13 28 40 2 5 2.5 7.5 2 0 2.5 2.5 2 0 12.5 12.5 2 5 5 10

Total 18 75 93 Total 7.5 88 95 Total 7.5 87.5 95 Total 25 73 97.5

9 Appendix

112


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 3 3 -1 0 6 6 -1 0 3 3 -1 1 0 1 0 2 12 14 0 1 19 20 0 3 12 15 0 1 12 13 1 8 9 17 1 2 9 11 1 8 7 15 1 7 11 18 2 1 2 3 2 0 1 1 2 4 1 5 2 6 1 7


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 -2 -1 0 7.5 7.5 -1 0 15 15 -1 0 7.5 7.5 -1 3 0 1.5 0 5 30 35 0 2.5 48 50 0 7.5 30 37.5 0 3 30 32.5 1 20 23 43 1 5 23 27.5 1 20 17.5 37.5 1 18 28 46 2 3 5 7.5 2 0 2.5 2.5 2 10 2.5 12.5 2 15 2.5 19.5

Total 28 65 93 Total 7.5 88 95 Total 38 57.5 95 Total 38 60 97.5

ZHLÖ 16m ZHS 16m BS 16m LU 16m Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 1 0 1 -1 1 0 1 -1 1 0 1 -1 0 3 3 0 6 10 16 0 7 7 14 0 8 7 15 0 6 4 10 1 5 9 14 1 7 9 15 1 9 7 16 1 9 8 17 2 5 1 6 2 6 1 7 2 5 1 6 2 5 4 9

Total 17 20 37 Total 21 17 38 Total 23 15 38 Total 20 19 39 16m% ZHLÖ 16m% ZHS 16m% BS 16m% LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 3 0 2.5 -1 2.5 0 2.5 -1 2.5 0 2.5 -1 0 7.5 7.5 0 15 25 40 0 18 18 35 0 20 17.5 37.5 0 15 10 25 1 13 23 35 1 18 23 40 1 23 17.5 40 1 23 20 42.5 2 13 2.5 15 2 15 2.5 17.5 2 13 2.5 15 2 13 10 22.5

Total 43 50 93 Total 53 43 95 Total 58 37.5 95 Total 50 48 97.5

17m ZHLÖ 17m ZHS 17m BS 17m LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 4 4 -1 0 3 3 -1 0 3 3 -1 1 7 8 0 4 15 19 0 4 12 16 0 5 15 20 0 0 16 16 1 5 6 11 1 6 10 16 1 4 9 13 1 2 10 12 2 2 1 3 2 1 2 3 2 1 1 2 2 0 3 3

Total 11 26 37 Total 11 27 38 Total 10 28 38 Total 3 36 39 17m% ZHLÖ 17m% ZHS 17m% BS 17m% LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 10 10 -1 0 7.5 7.5 -1 0 7.5 7.5 -1 3 18 20 0 10 38 48 0 10 30 40 0 13 37.5 50 0 0 40 40 1 13 15 28 1 15 25 40 1 10 22.5 32.5 1 5 25 30 2 5 2.5 7.5 2 2.5 5 7.5 2 2.5 2.5 5 2 0 7.5 7.5


9 Appendix

113

17k ZHLÖ 17k ZHS 17k BS 17k LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 1 3 4 -1 0 3 3 -1 1 2 3 -1 1 7 8 0 6 13 19 0 6 10 16 0 5 15 20 0 1 16 17 1 3 8 11 1 1 15 16 1 6 7 13 1 2 9 11 2 2 1 3 2 0 3 3 2 2 0 2 2 2 1 3

Total 12 25 37 Total 7 31 38 Total 14 24 38 Total 6 33 39 17k% ZHLÖ 17k% ZHS 17k% BS 17k% LU Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 3 7.5 10 -1 0 7.5 7.5 -1 2.5 5 7.5 -1 3 18 20 0 15 33 48 0 15 25 40 0 13 37.5 50 0 3 40 42.5 1 8 20 28 1 2.5 38 40 1 15 17.5 32.5 1 5 23 27.5 2 5 2.5 7.5 2 0 7.5 7.5 2 5 0 5 2 5 2.5 7.5



-2 0 0 0 -2 1 0 1 -2 0 0 0 -2 0 0 0 -1 0 3 3 -1 0 1 1 -1 0 1 1 -1 0 2 2 0 5 8 13 0 1 13 14 0 6 10 16 0 2 7 9 1 8 5 13 1 8 10 18 1 8 8 16 1 11 13 24 2 4 3 7 2 2 1 3 2 3 2 5 2 2 2 4


-2 0 0 0 -2 2.5 0 2.5 -2 0 0 0 -2 0 0 0 -1 0 7.5 7.5 -1 0 2.5 2.5 -1 0 2.5 2.5 -1 0 5 5 0 13 20 33 0 2.5 33 35 0 15 25 40 0 5 18 22.5 1 20 13 33 1 20 25 45 1 20 20 40 1 28 33 60 2 10 7.5 18 2 5 2.5 7.5 2 7.5 5 12.5 2 5 5 10

Total 43 48 90 Total 30 63 92.5 Total 43 52.5 95 Total 38 60 97.5


-2 0 1 1 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 3 3 -1 0 5 5 -1 0 5 5 -1 1 2 3 0 1 8 9 0 1 15 16 0 4 12 16 0 2 11 13 1 5 15 20 1 3 9 12 1 3 10 13 1 6 12 18 2 2 1 3 2 3 2 5 2 1 3 4 2 2 3 5


-2 0 2.5 2.5 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 7.5 7.5 -1 0 12.5 12.5 -1 0 12.5 12.5 -1 3 5 7.5 0 2.5 20 22.5 0 3 37.5 40 0 10 30 40 0 5 28 32.5 1 13 38 50 1 8 22.5 30 1 7.5 25 32.5 1 15 30 45 2 5 2.5 7.5 2 8 5 12.5 2 2.5 7.5 10 2 5 7.5 12.5

Total 20 70 90 Total 18 77.5 95 Total 20 75 95 Total 28 70 97.5

9 Appendix

114


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 1 1 -1 0 2 2 -1 0 1 1 -1 0 0 0 0 2 10 12 0 5 17 22 0 2 12 14 0 5 13 18 1 9 11 20 1 6 5 11 1 9 11 20 1 3 8 11 2 0 3 3 2 1 2 3 2 1 2 3 2 6 4 10

Total 11 25 36 Total 12 26 38 Total 12 26 38 Total 14 25 39 20% ZHLÖ 20% ZHS 20% BS 20% Ja Nein Total Ja Nein Total Ja Nein Total Ja Nein Total

-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 2.5 2.5 -1 0 5 5 -1 0 2.5 2.5 -1 0 0 0 0 5 25 30 0 13 42.5 55 0 5 30 35 0 13 33 45 1 23 28 50 1 15 12.5 27.5 1 23 27.5 50 1 8 20 27.5 2 0 7.5 7.5 2 3 5 7.5 2 2.5 5 7.5 2 15 10 25



-2 0 0 0 -2 0 1 1 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 1 1 -1 0 0 0 -1 0 1 1 0 7 9 16 0 5 11 16 0 5 9 14 0 4 6 10 1 5 8 13 1 6 11 17 1 7 12 19 1 6 12 18 2 3 4 7 2 2 1 3 2 3 2 5 2 2 8 10


-2 0 0 0 -2 0 2.5 2.5 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 2.5 2.5 -1 0 0 0 -1 0 2.5 2.5 0 18 23 40 0 13 28 40 0 13 22.5 35 0 10 15 25 1 13 20 33 1 15 28 42.5 1 18 30 47.5 1 15 30 45 2 8 10 18 2 5 2.5 7.5 2 7.5 5 12.5 2 5 20 25

Total 38 53 90 Total 33 63 95 Total 38 57.5 95 Total 30 68 97.5


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 3 3 -1 0 1 1 -1 0 2 2 0 0 19 19 0 1 20 21 0 3 18 21 0 0 15 15 1 4 13 17 1 2 12 14 1 2 10 12 1 2 16 18 2 0 0 0 2 0 0 0 2 1 3 4 2 2 2 4


-2 0 0 0 -2 0 0 0 -2 0 0 0 -2 0 0 0 -1 0 0 0 -1 0 7.5 7.5 -1 0 2.5 2.5 -1 0 5 5 0 0 48 48 0 2.5 50 52.5 0 7.5 45 52.5 0 0 38 37.5 1 10 33 43 1 5 30 35 1 5 25 30 1 5 40 45 2 0 0 0 2 0 0 0 2 2.5 7.5 10 2 5 5 10

Total 10 80 90 Total 7.5 88 95 Total 15 80 95 Total 10 88 97.5

9 Appendix

115


-2 0 0 0 -2 0 0 0 -2 0 1 1 -2 0 1 1 -1 0 0 0 -1 0 2 2 -1 0 3 3 -1 0 3 3 0 3 18 21 0 1 18 19 0 2 16 18 0 2 7 9 1 5 8 13 1 6 10 16 1 1 9 10 1 2 7 9 2 2 0 2 2 0 1 1 2 2 3 5 2 3 14 17


-2 0 0 0 -2 0 0 0 -2 0 2.5 2.5 -2 0 2.5 2.5 -1 0 0 0 -1 0 5 5 -1 0 7.5 7.5 -1 0 7.5 7.5 0 8 45 53 0 2.5 45 47.5 0 5 40 45 0 5 18 22.5 1 13 20 33 1 15 25 40 1 2.5 22.5 25 1 5 18 22.5 2 5 0 5 2 0 2.5 2.5 2 5 7.5 12.5 2 8 35 42.5

Total 25 65 90 Total 18 78 95 Total 13 80 92.5 Total 18 80 97.5

9 Appendix

116

C: Calculations for Hypothesis 1

1. Actual Observed Frequencies

ZHLÖ

ZHS

BASEL

LU

12 12 12 12 Ja Nein Ja Nein Ja Nein Ja Nein

0 2 8 10 0 0 11 11 0 3 15 18 0 4 8 12 1 13 10 23 1 17 7 24 1 7 7 14 1 14 5 19 2 4 0 4 2 0 2 2 2 2 4 6 2 8 0 8

19 18 37 17 20 37 12 26 38 26 13 39 13 13 13 13 Ja Nein Ja Nein Ja Nein Ja Nein

0 4 9 13 0 5 17 22 0 6 11 17 0 5 9 14 1 10 8 18 1 7 7 14 1 10 5 15 1 8 11 19 2 5 1 6 2 1 0 1 2 4 1 5 2 4 2 6


0 1 14 15 0 3 22 25 0 0 13 13 0 3 16 19 1 4 12 16 1 0 8 8 1 2 15 17 1 5 11 16 2 2 1 3 2 0 1 1 2 0 5 5 2 2 2 4


0 2 12 14 0 1 19 20 0 3 12 15 0 1 13 14 1 8 9 17 1 2 9 11 1 8 7 15 1 7 11 18 2 1 2 3 2 0 1 1 2 4 1 5 2 6 1 7

11 23 34 3 29 32 15 20 35 14 25 39 16m 16m 16m 16m Ja Nein Ja Nein Ja Nein Ja Nein

0 6 10 16 0 7 7 14 0 8 7 15 0 6 4 10 1 5 9 14 1 7 9 16 1 9 7 16 1 9 8 17 2 5 1 6 2 6 1 7 2 5 1 6 2 5 4 9

16 20 36 20 17 37 22 15 37 20 16 36 16t 16t 16t 16t Ja Nein Ja Nein Ja Nein Ja Nein

0 5 11 16 0 3 11 14 0 4 11 15 0 1 9 10 1 5 9 14 1 7 9 16 1 5 11 16 1 9 8 17 2 4 2 6 2 5 2 7 2 3 3 6 2 4 5 9

14 22 36 15 22 37 12 25 37 14 22 36

9 Appendix

117

ZHLÖ

ZHS

BS

LU

17v Ja Nein 17v Ja Nein 17v Ja Nein 17v Ja Nein 0 3 16 19 0 6 11 17 0 4 16 20 0 2 14 16 1 9 1 10 1 6 9 15 1 4 9 13 1 3 8 11 2 2 1 3 2 2 1 3 2 1 1 2 2 0 3 3


0 4 15 19 0 4 12 16 0 5 15 20 0 0 16 16 1 5 6 11 1 6 10 16 1 4 9 13 1 2 10 12 2 2 1 3 2 1 2 3 2 1 1 2 2 0 3 3

11 22 33 11 24 35 10 25 35 2 29 31 17k 17k 17k 17k Ja Nein Ja Nein Ja Nein Ja Nein

0 6 13 19 0 6 10 16 0 5 15 20 0 1 16 17 1 3 8 11 1 1 15 16 1 6 7 13 1 2 9 11 2 2 1 3 2 0 3 3 2 2 0 2 2 2 1 3


0 5 8 13 0 1 13 14 0 6 10 16 0 2 7 9 1 8 5 13 1 8 10 18 1 8 8 16 1 11 13 24 2 4 3 7 2 2 1 3 2 3 2 5 2 2 2 4


0 1 8 9 0 1 15 16 0 4 12 16 0 2 11 13 1 5 15 20 1 3 9 12 1 3 10 13 1 6 12 18 2 2 1 3 2 3 2 5 2 1 3 4 2 2 3 5


0 2 10 12 0 5 17 22 0 2 12 14 0 5 13 18 1 9 11 20 1 6 5 11 1 9 11 20 1 3 8 11 2 0 3 3 2 1 2 3 2 1 2 3 2 6 4 10

11 24 35 12 24 36 12 25 37 14 25 39

9 Appendix

118

ZHLÖ

ZHS

BS

LU

21 Ja Nein 21 Ja Nein 21 Ja Nein 21 Ja Nein 0 7 9 16 0 5 11 16 0 5 9 14 0 4 6 10 1 5 8 13 1 6 11 17 1 7 12 19 1 6 12 18 2 3 4 7 2 2 1 3 2 3 2 5 2 2 8 10


0 0 19 19 0 1 20 21 0 3 18 21 0 0 15 15 1 4 13 17 1 2 12 14 1 2 10 12 1 2 16 18 2 0 0 0 2 0 0 0 2 1 3 4 2 2 2 4


0 3 18 21 0 1 18 19 0 2 16 18 0 2 7 9 1 5 8 13 1 6 10 16 1 1 9 10 1 2 7 9 2 2 0 2 2 0 1 1 2 2 3 5 2 3 14 17

10 26 36 7 29 36 5 28 33 7 28 35

9 Appendix

119

2. Expected Cell Frequencies

ZHLÖ

ZHS

BS

LU


0 5.14 4.86 10 0 5.05 5.95 11 0 5.68 12.32 18 0 8.00 4.00 12 1 11.8 11.19 23 1 11.02 12.97 24 1 4.42 9.58 14 1 12.67 6.33 19 2 2.05 1.95 4 2 0.92 1.08 2 2 1.89 4.11 6 2 5.33 2.67 8


0 6.68 6.32 13 0 7.73 14.27 22 0 9.19 7.81 17 0 6.10 7.90 14 1 9.24 8.76 18 1 4.92 9.08 14 1 8.11 6.89 15 1 8.28 10.72 19 2 3.08 2.92 6 2 0.35 0.65 1 2 2.70 2.30 5 2 2.62 3.38 6


0 3.09 11.91 15 0 2.21 22.79 25 0 0.74 12.26 13 0 4.87 14.13 19 1 3.29 12.71 16 1 0.71 7.29 8 1 0.97 16.03 17 1 4.10 11.90 16 2 0.62 2.38 3 2 0.09 0.91 1 2 0.29 4.71 5 2 1.03 2.97 4


0 4.53 9.47 14 0 1.88 18.13 20 0 6.43 8.57 15 0 5.03 8.97 14 1 5.50 11.50 17 1 1.03 9.97 11 1 6.43 8.57 15 1 6.46 11.54 18 2 0.97 2.03 3 2 0.09 0.91 1 2 2.14 2.86 5 2 2.51 4.49 7


0 7.11 8.89 16 0 7.57 6.43 14 0 8.92 6.08 15 0 5.56 4.44 10 1 6.22 7.78 14 1 8.65 7.35 16 1 9.51 6.49 16 1 9.44 7.56 17 2 2.67 3.33 6 2 3.78 3.22 7 2 3.57 2.43 6 2 5.00 4.00 9

16 20 36 20 17 37 22 15 37 20 16 36 16t 16t 16t 16t Ja Nein Ja Nein Ja Nein Ja Nein

0 6.22 9.78 16 0 5.68 8.32 14 0 4.86 10.14 15 0 3.89 6.11 10 1 5.44 8.56 14 1 6.49 9.51 16 1 5.19 10.81 16 1 6.61 10.39 17 2 2.33 3.67 6 2 2.84 4.16 7 2 1.95 4.05 6 2 3.50 5.50 9

14 22 36 15 22 37 12 25 37 14 22 36

9 Appendix

120

ZHLÖ

ZHS

BS

LU

17v 17v 17v 17v Ja Nein Ja Nein Ja Nein Ja Nein

0 8.31 10.69 19 0 6.8 10.2 17 0 5.14 14.86 20 0 2.67 13.33 16 1 4.38 5.63 10 1 6 9 15 1 3.34 9.66 13 1 1.83 9.17 11 2 1.31 1.69 3 2 1.2 1.8 3 2 0.51 1.49 2 2 0.50 2.50 3


0 6.33 12.67 19 0 5.03 10.97 16 0 5.71 14.29 20 0 1.03 14.97 16 1 3.67 7.33 11 1 5.03 10.97 16 1 3.71 9.29 13 1 0.77 11.23 12 2 1.00 2.00 3 2 0.94 2.06 3 2 0.57 1.43 2 2 0.19 2.81 3

11 22 33 11 24 35 10 25 35 2 29 31 17k 17k 17k 17k Ja Nein Ja Nein Ja Nein Ja Nein

0 6.33 12.67 19 0 3.2 12.8 16 0 7.43 12.57 20 0 2.74 14.26 17 1 3.67 7.33 11 1 3.2 12.8 16 1 4.83 8.17 13 1 1.77 9.23 11 2 1.00 2.00 3 2 0.6 2.4 3 2 0.74 1.26 2 2 0.48 2.52 3


0 6.70 6.30 13 0 4.40 9.60 14 0 7.35 8.65 16 0 3.65 5.35 9 1 6.70 6.30 13 1 5.66 12.34 18 1 7.35 8.65 16 1 9.73 14.27 24 2 3.61 3.39 7 2 0.94 2.06 3 2 2.30 2.70 5 2 1.62 2.38 4


0 2.25 6.75 9 0 3.39 12.61 16 0 3.88 12.12 16 0 3.61 9.39 13 1 5 15 20 1 2.55 9.45 12 1 3.15 9.85 13 1 5.00 13.00 18 2 0.75 2.25 3 2 1.06 3.94 5 2 0.97 3.03 4 2 1.39 3.61 5


0 3.77 8.23 12 0 7.33 14.67 22 0 4.54 9.46 14 0 6.46 11.54 18 1 6.29 13.71 20 1 3.67 7.33 11 1 6.49 13.51 20 1 3.95 7.05 11 2 0.94 2.06 3 2 1.00 2.00 3 2 0.97 2.03 3 2 3.59 6.41 10

11 24 35 12 24 36 12 25 37 14 25 39

9 Appendix

121

ZHLÖ

ZHS

BS

LU


0 6.67 9.33 16 0 5.78 10.22 16 0 5.53 8.47 14 0 3.16 6.84 10 1 5.42 7.58 13 1 6.14 10.86 17 1 7.50 11.50 19 1 5.68 12.32 18 2 2.92 4.08 7 2 1.08 1.92 3 2 1.97 3.03 5 2 3.16 6.84 10


0 2.11 16.89 19 0 1.8 19.2 21 0 3.41 17.59 21 0 1.62 13.38 15 1 1.89 15.11 17 1 1.2 12.8 14 1 1.95 10.05 12 1 1.95 16.05 18 2 0.00 0.00 0 2 0 0 0 2 0.65 3.35 4 2 0.43 3.57 4


0 5.83 15.17 21 0 3.69 15.31 19 0 2.73 15.27 18 0 1.8 7.2 9 1 3.61 9.39 13 1 3.11 12.89 16 1 1.52 8.48 10 1 1.8 7.2 9 2 0.56 1.44 2 2 0.19 0.81 1 2 0.76 4.24 5 2 3.4 13.6 17

10 26 36 7 29 36 5 28 33 7 28 35

9 Appendix

122

3. Comparison

ZHLÖ

ZHS

BS

LU

12 Ja Nein 12 Ja Nein 12 Ja Nein 12 Ja Nein 0 1.91 2.02 3.93 0 5.05 4.30 9.35 0 1.27 0.59 1.85 0 2.00 4.00 6.00 1 0.12 0.13 0.25 1 3.24 2.75 5.99 1 1.50 0.69 2.20 1 0.14 0.28 0.42 2 1.84 1.95 3.79 2 0.92 0.78 1.70 2 0.01 0.00 0.01 2 1.33 2.67 4.00

3.88 4.09 7.97 9.21 7.83 17.04 2.78 1.28 4.06 3.47 6.95 10.42 13 13 13 13 Ja Nein Ja Nein Ja Nein Ja Nein

0 1.07 1.13 2.20 0 0.96 0.52 1.49 0 1.11 1.30 2.41 0 0.20 0.15 0.35 1 0.06 0.07 0.13 1 0.88 0.48 1.36 1 0.44 0.52 0.96 1 0.01 0.01 0.02 2 1.20 1.26 2.46 2 1.20 0.65 1.85 2 0.62 0.73 1.36 2 0.73 0.57 1.30


0 1.41 0.37 1.78 0 0.29 0.03 0.31 0 0.74 0.05 0.79 0 0.72 0.25 0.97 1 0.15 0.04 0.19 1 0.71 0.07 0.77 1 1.09 0.07 1.16 1 0.20 0.07 0.26 2 3.09 0.80 3.90 2 0.09 0.01 0.10 2 0.29 0.02 0.30 2 0.93 0.32 1.24


0 1.41 0.68 2.09 0 0.41 0.04 0.45 0 1.83 1.37 3.20 0 3.22 1.81 5.03 1 1.14 0.54 1.68 1 0.91 0.09 1.00 1 0.38 0.29 0.67 1 0.04 0.03 0.07 2 0.00 0.00 0.00 2 0.09 0.01 0.10 2 1.61 1.21 2.82 2 4.84 2.71 7.55

2.55 1.22 3.77 1.41 0.15 1.56 3.82 2.87 6.69 8.11 4.54 12.65 16m 16m 16m 16m Ja Nein Ja Nein Ja Nein Ja Nein

0 0.17 0.14 0.31 0 0.04 0.05 0.09 0 0.09 0.14 0.23 0 0.04 0.04 0.08 1 0.24 0.19 0.43 1 0.31 0.37 0.68 1 0.03 0.04 0.07 1 0.02 0.03 0.05 2 2.04 1.63 3.68 2 1.30 1.53 2.83 2 0.58 0.84 1.42 2 0.00 0.00 0.00

2.46 1.96 4.42 1.65 1.95 3.60 0.70 1.02 1.72 0.06 0.07 0.13 16t 16t 16t 16t Ja Nein Ja Nein Ja Nein Ja Nein

0 0.24 0.15 0.39 0 1.26 0.86 2.12 0 0.15 0.07 0.23 0 2.15 1.37 3.51 1 0.04 0.02 0.06 1 0.04 0.03 0.07 1 0.01 0.00 0.01 1 0.86 0.55 1.41 2 1.19 0.76 1.95 2 1.65 1.12 2.77 2 0.57 0.27 0.85 2 0.07 0.05 0.12

1.47 0.93 2.40 2.95 2.01 4.96 0.73 0.35 1.08 3.08 1.96 5.04

9 Appendix

123

ZHLÖ

ZHS

BS

LU

17v Ja Nein 17v Ja Nein 17v Ja Nein 17v Ja Nein 0 3.40 2.64 6.04 0 0.09 0.06 0.16 0 0.25 0.09 0.34 0 0.17 0.03 0.20 1 4.89 3.80 8.69 1 0.00 0.00 0.00 1 0.13 0.04 0.17 1 0.74 0.15 0.89 2 0.36 0.28 0.64 2 0.53 0.36 0.89 2 0.46 0.16 0.62 2 0.50 0.10 0.60

8.64 6.72 15.37 0.63 0.42 1.05 0.84 0.29 1.13 1.41 0.28 1.69 17m 17m 17m 17m Ja Nein Ja Nein Ja Nein Ja Nein

0 0.86 0.43 1.29 0 0.21 0.10 0.31 0 0.09 0.04 0.13 0 1.03 0.07 1.10 1 0.48 0.24 0.73 1 0.19 0.09 0.27 1 0.02 0.01 0.03 1 1.94 0.13 2.07 2 1.00 0.50 1.50 2 0.00 0.00 0.01 2 0.32 0.13 0.45 2 0.19 0.01 0.21

2.34 1.17 3.52 0.40 0.18 0.59 0.43 0.17 0.61 3.17 0.22 3.39 17k 17k 17k 17k Ja Nein Ja Nein Ja Nein Ja Nein

0 0.02 0.01 0.03 0 2.45 0.61 3.06 0 0.79 0.47 1.26 0 1.11 0.21 1.32 1 0.12 0.06 0.18 1 1.51 0.38 1.89 1 0.28 0.17 0.45 1 0.03 0.01 0.03 2 1.00 0.50 1.50 2 0.60 0.15 0.75 2 2.13 1.26 3.38 2 4.75 0.91 5.66


0 0.43 0.46 0.89 0 2.63 1.20 3.83 0 0.25 0.21 0.46 0 0.74 0.51 1.25 1 0.25 0.27 0.52 1 0.97 0.44 1.41 1 0.06 0.05 0.11 1 0.17 0.11 0.28 2 0.04 0.05 0.09 2 1.19 0.54 1.73 2 0.21 0.18 0.40 2 0.09 0.06 0.15


0 0.69 0.23 0.93 0 1.69 0.45 2.14 0 0.00 0.00 0.00 0 0.72 0.28 1.00 1 0.00 0.00 0.00 1 0.08 0.02 0.10 1 0.01 0.00 0.01 1 0.20 0.08 0.28 2 2.08 0.69 2.78 2 3.55 0.95 4.50 2 0.00 0.00 0.00 2 0.27 0.10 0.37


0 0.83 0.38 1.21 0 0.74 0.37 1.11 0 1.42 0.68 2.10 0 0.33 0.19 0.52 1 1.17 0.54 1.71 1 1.48 0.74 2.23 1 0.97 0.47 1.44 1 0.23 0.13 0.36 2 0.94 0.43 1.38 2 0.00 0.00 0.00 2 0.00 0.00 0.00 2 1.62 0.91 2.52

2.95 1.35 4.30 2.23 1.11 3.34 2.40 1.15 3.55 2.18 1.22 3.40

9 Appendix

124

ZHLÖ

ZHS

BS

LU

21 Ja Nein 21 Ja Nein 21 Ja Nein 21 Ja Nein 0 0.02 0.01 0.03 0 0.10 0.06 0.16 0 0.05 0.03 0.08 0 0.22 0.10 0.33 1 0.03 0.02 0.05 1 0.00 0.00 0.00 1 0.03 0.02 0.06 1 0.02 0.01 0.03 2 0.00 0.00 0.00 2 0.78 0.44 1.21 2 0.53 0.35 0.88 2 0.42 0.20 0.62


0 2.11 0.26 2.38 0 0.36 0.03 0.39 0 0.05 0.01 0.06 0 1.62 0.20 1.82 1 2.36 0.29 2.65 1 0.53 0.05 0.58 1 0.00 0.00 0.00 1 0.00 0.00 0.00 2 0.00 2 0.00 2 0.19 0.04 0.23 2 5.68 0.69 6.37


0 1.38 0.53 1.91 0 1.97 0.47 2.44 0 0.19 0.03 0.23 0 0.02 0.01 0.03 1 0.53 0.21 0.74 1 2.68 0.65 3.33 1 0.18 0.03 0.21 1 0.02 0.01 0.03 2 3.76 1.44 5.20 2 0.19 0.05 0.24 2 2.04 0.36 2.40 2 0.05 0.01 0.06

5.67 2.18 7.85 4.84 1.17 6.01 2.41 0.43 2.84 0.09 0.02 0.11

4. Degree of Freedom and Chi Square Critical Value:

“An important characteristic of the chi square statistic is the number of degrees of

freedom associated with it. In the case of a chi square statistic associated with a cross-

tabulation, the number of degrees of freedom is equal to the product of number of rows

(r) less one and the number of columns (c) less one.” (Maholtra, 1996:522)

The calculation therefore was: Degree of freedom= (r-1) x (c-1) = (3-1) x (2-1) = 2

For 2 degrees of freedom the value for an upper-tail area of .25 is 2.775, which

indicates that for 2 degrees of freedom the probability of exceeding a chi square value

of 2.775 is .25. In other words, at the .25 level of significance with 2 degrees of freedom,

the critical value of the chi square statistics is 2.775.

5 Figures:

125

5. Freundliche Bedienung VS 12. Freundlichkeit und Kompetenz des Personals (ZHLÖ)

0

10

20

30

40

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Freundliches Personal VS 12. Freundlichkeit und Kompetenz des Personals (ZHS)

01020304050

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Freundliches Personal VS 12. Freundlichkeit und Kompetenz des Personals (BS)

01020304050

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Freundliches Personal VS 12. Freundlichkeit und Kompetenz des Personals (LU)

01020304050

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Sauber VS 13. Sauberkeit (ZHLÖ)

0

10

20

30

40

50

-2 -1 0 1 2

Visual Merchandising Judgment

% R

esp

on

den

ts

Ja

Nein

5. Sauber VS 13. Sauberkeit (ZHS)

0

10

20

30

40

50

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Sauber VS 13. Sauberkeit (BS)

0

10

20

30

40

50

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Sauber VS 13. Sauberkeit (LU)

0

10

20

30

40

50

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schönes Schaufenster VS 14. Attraktivität des

Schaufensters (ZHLÖ)

0102030405060

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schönes Schaufenster VS 14. Attraktivität des Schaufensters (ZHS)

0102030405060

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schönes Schaufenster VS 14. Attraktivität des Schaufensters (BS)

0102030405060

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schönes Schaufenster VS 14. Attraktivität des Schaufensters (LU)

0102030405060

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schöne Einrichtung VS 15. Attraktivität der

Einrichtung des Ladens (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schöne Einrichtung VS 15. Attraktivität der Einrichtung des Ladens (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Schöne Einrichtung VS 15. Attraktivität der Einrichtung des Ladens (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

tsJa

Neinc

5. Schöne Einrichtung VS 15. Attraktivität der Einrichtung des Ladens (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

126

5. Modern VS 16. Modernität des Sortiments (ZHLÖ)

0

10

20

30

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Modern VS 16. Modernität des Sortiments (ZHS)

0

10

20

30

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Modern VS 16. Modernität des Sortiments (BS)

0

10

20

30

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Modern VS 16. Modernität des Sortiments (LU)

0

10

20

30

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Trendy VS 16. Modernität des Sortiments

(ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Trendy VS 16. Modernität des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Trendy VS 16. Modernität des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Trendy VS 16. Modernität des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Vielfältig VS 17. Vielfältigkeit des Sortiments

(ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Vielfältig VS 17. Vielfältigkeit des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Vielfältig VS 17. Vielfältigkeit des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

espo

nden

ts

Ja

Nein

5. Vielfältig VS 17. Vielfältigkeits des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Marken VS 17. Vielfältigkeit des Sortiments (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Marken VS 17. Vielfältigkeit des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Marken VS 17. Vielfältigkeit des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

tsJa

Nein

5. Tolle Marken VS 17. Vielfältigkeit des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

127

5. Tolle Kleider VS 17. Vielfältigkeit des Sortiments (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Kleider VS 17. Vielfältigkeit des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Kleider VS 17. Vielfältigkeit des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Tolle Kleider VS 17. Vielfältigkeit des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Originell VS 18. Originalität des Sortiments (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Originell VS 18. Originalität des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Originell VS 18. Originalität des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Originell VS 18. Originalität des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Übersichtilch VS 19. Übersichtlichkeit der Präsentation des Sortiments (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Übersichtlich VS 19. Übersichtlichkeit der Präsentation des Sortiments (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Übersichtlich VS 19. Übersichtlichkeit der Präsentation des Sortiments (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Übersichtlich VS 19. Übersichtlichkeit der Präsentation des Sortiments (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Ordentlich (Aufgeräumt) VS 20. Ordentlichkeit des Ladens (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Ordentlich (Aufgeräumt) VS 20. Ordentlichkeit des Ladens (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Ordentlich (Aufgeräumt) VS 20. Ordentlichkeit des Ladens (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

tsJa

Nein

5. Ordentlich (Aufgeräumt) VS 20. Ordentlichkeit des Ladens (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

128

5. Angenehmer Laden VS 21. Stimmung/Atmosphäre (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Angenehmer Laden VS 21. Stimmung /Atmosphäre (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Angenehmer Laden VS 21. Stimmung/Atmosphäre (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Angenehmer Laden VS 21. Stimmung/Atmosphäre (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Attraktive Präsentation VS 22. Attraktivität der Präsentation der Kleider (ZHLÖ)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Attraktive Präsentation VS 22. Attraktivität der Präsentation der Kleider (ZHS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Attraktive Präsentation VS 22. Attraktivität der Präsentation der Kleider (BS)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Attraktive Präsentation VS 22. Attraktivität der Präsentation der Kleider (LU)

01020304050

-2 -1 0 1 2


% R

esp

on

den

ts

Ja

Nein

5. Gute Qualität VS 23. Qualität (ZHLÖ)

0

10

20

30

40

50

-2 -1 0 1 2

Judgment

% R

Esp

on

den

ts

Ja

Nein

5. Gute Qualität VS 23. Qualität (ZHS)

0

10

20

30

40

50

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Gute Qualität VS 23. Qualität (BS)

0

10

20

30

40

50

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

5. Gute Qualität VS 23. Qualität (LU)

0

10

20

30

40

50

-2 -1 0 1 2

Judgment

% R

esp

on

den

ts

Ja

Nein

9 Appendix

129

D: Calculations for Hypothesis 2

Data of Figure 6-13:

1 ZHLÖ ZHLÖ% ZHS ZHS% BS BS% LU LU% öfter als 1mal pro Monat 1 2.5 1 2.5 2 5 0 0

1mal pro Monat 2 5 3 7.5 4 10 1 2.5 alle 2 Monate 6 15 2 5 3 7.5 6 15 alle 4 Monate 4 10 4 10 5 12.5 7 17.5 alle 6 Monate 5 12.5 1 2.5 3 7.5 8 20 seltener als alle 6 Monate 19 47.5 24 60 19 47.5 14 35 Weiss nicht 3 7.5 5 12.5 3 7.5 4 10 Keine Antwort 0 0 0 0 1 2.5 0 0 Total 40 100 40 100 40 100 40 100


1 All Shops

öfter als 1mal pro Monat 2.5

1mal pro Monat 6.25

alle 2 Monate 10.625

alle 4 Monate 12.5

alle 6 Monate 10.625

seltener als alle 6 Monate 47.5


öfter als alle 6 Monate 42.5

seltener als alle 6 Monate 47.5


ZHLÖ% ZHS% BS% LU%

öfter als alle 6 Monate 45 27.5 42.5 55

seltener als alle 6 Monate 47.5 60 47.5 35

9 Appendix

130


3 ZHLÖ ZHS BS LU

Ja 11 7 4 14


8 ZHLÖ% ZHS% BS% LU% Total

Regelmässig 5.56 4.94 8.02 7.41 25.93

Etwas Bestimmes 1.23 1.23 2.47 1.85 6.79

Laden viel versprechend 8.64 9.26 9.26 9.26 36.42

Schaufenster 4.32 3.70 3.70 3.70 15.43

Musik 0.62 0.00 2.47 0.62 3.70

Ausverkauf 1.85 1.23 0.62 1.23 4.94

Verwandter kauft hier ein 1.23 0.62 2.47 2.47 6.79

Total 23.46 20.99 29.01 26.54 100.00


3 and 8 ZHLÖ ZHS BS LU Total

Regelmässig 2 1 2 3 8

Etwas Bestimmes 2 0 0 2 4

Laden viel versprechend 3 4 2 3 12

Schaufenster 1 1 2 4 8

Musik 0 0 1 0 1

Ausverkauf 2 0 0 0 2

Partner/Kollege/Verwandter kauft hier ein 0 1 0 2 3

Total 10 7 7 14 38

3 and 8 ZHLÖ% ZHS% BS% LU% Mean

Regelmässig 20.00 14.29 28.57 21.43 21.07

Etwas Be stimmes 20.00 0.00 0.00 14.29 8.57


Schaufenster 10.00 14.29 28.57 28.57 20.36

Musik 0.00 0.00 14.29 0.00 3.57

Ausverkauf 20.00 0.00 0.00 0.00 5.00

Verwandter kauft hier ein 0.00 14.29 0.00 14.29 7.14

Total 100.00 100.00 100.00 100.00 100.00

9 Appendix

131


3 and 8 ZHLÖ% ZHS% BS% LU% Mean


Schaufenster 10.00 14.29 28.57 28.57 20.36

Total 40.00 71.43 57.14 50.00 54.64


3 vs 13 - 22 ZHLÖ ZHS BS LU Tot Sauberkeit 7 6 2 10 25 Schaufenster 7 2 3 10 22 Einrichtung 5 4 4 12 25 Modernität 8 3 3 11 25 Vielfältigkeit 5 4 2 6 17 Originalität 7 2 2 9 20 Übersichtlich - keit 7 6 2 9 24 Ordentlichkeit 8 5 2 9 24 Atmosphäre 6 6 4 13 29 Attraktivität 7 6 2 10 25 Total 67 44 26 99 236

3 vs 13 - 22 ZHLÖ% ZHS% BS% LU% Mean Sauberkeit 63.64 85.71 50.00 71.43 69.44% Schaufenster 63.64 28.57 75.00 71.43 61.11% Einrichtung 45.45 57.14 100.00 85.71 69.44% Modernität 72.73 42.86 75.00 78.57 69.44% Vielfältigkeit 45.45 57.14 50.00 42.86 47.22% Originalität 63.64 28.57 50.00 64.29 55.56% Übersichtlichkeit 63.64 85.71 50.00 64.29 66.67% Ordentlichkeit 72.73 71.43 50.00 64.29 66.67% Atmosphäre 54.55 85.71 100.00 92.86 80.56% Attraktivität 63.64 85.71 50.00 71.43 69.44% Total 609.09 628.57 650.00 707.14


ZHLÖ% Mean Sauberkeit 63.64 69.44 Schaufenster 63.64 61.11 Einrichtung 45.45 69.44 Modernität 72.73 69.44 Vielfältigkeit 45.45 47.22 Originalität 63.64 55.56 Übersichtlichkeit 63.64 66.67 Ordentlichkeit 72.73 66.67 Atmosphäre 54.55 80.56 Attraktivität 63.64 69.44

9 Appendix

132


ZHS% Mean Sauberkeit 85.71 69.44 Schaufenster 28.57 61.11 Einrichtung 57.14 69.44 Modernität 42.86 69.44 Vielfältigkeit 57.14 47.22 Originalität 28.57 55.56 Übersichtlichkeit 85.71 66.67 Ordentlichkeit 71.43 66.67 Atmosphäre 85.71 80.56 Attraktivität 85.71 69.44


BS% Mean Sauberkeit 50.00 69.44 Schaufenster 75 61.11 Einrichtung 100 69.44 Modernität 75 69.44 Vielfältigkeit 50 47.22 Originalität 50 55.56 Übersichtlichkeit 50 66.67 Ordentlichkeit 50 66.67 Atmosphäre 100 80.56 Attraktivität 50 69.44


LU% Mean Sauberkeit 71.43 69.44 Schaufenster 71.43 61.11 Einrichtung 85.71 69.44 Modernität 78.57 69.44 Vielfältigkeit 42.86 47.22 Originalität 64.29 55.56 Übersichtlichkeit 64.29 66.67 Ordentlichkeit 64.29 66.67 Atmosphäre 92.86 80.56 Attraktivität 71.43 69.44


ZHLÖ% ZHS% BS% LU% 60.91 62.86 65.00 70.71

9 Appendix

133


6.1 ZHLÖ% ZHS% BS% LU%

Ja 30 17.5 37.5 35

Nein 25 37.5 20 25

Nicht immer 45 45 42.5 40

Total 100 100 100 100


Ja

(part of shopping tour) Nein

(not part of shopping tour) Nicht immer

(not always part of shopping tour) Total

0 0 15 12.5 27.5 1 12.5 15 15 42.5

2 10 0 5 15

3 5 0 10 15

27.5 30 42.5 100


Ja




0 5 17.5 10 32.5

1 12.5 22.5 22.5 57.5

2 0 2.5 5 7.5

3 0 0 2.5 2.5

17.5 42.5 40 100


Ja




0 0 7.5 5 12.5

1 17.5 12.5 25 55

2 12.5 2.5 12.5 27.5

3 5 0 0 5

35 22.5 42.5 100

9 Appendix

134


Ja




0 12.5 2.5 10 25

1 17.5 17.5 17.5 52.5

2 2.5 5 10 17.5

3 0 0 5 5

32.5 25 42.5 100


ZHLÖ ZHS BS LU Ja 27.5 12.5 35 20

0405 bertschinger

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