Display elements in the ready-to-wear spaces of shopping centers and their effects on consumer behavior: Case study of Antalya city

Today, the firms of ready-wear sector have been no longer considered to produce the best products. For this reason, the firms that wanted to take advantage of them had to turn to new seekings. One of these is to make customers feel emotional and visual experiences with the atmosphere formed in ready-wear spaces during shopping. One of the elements used for this purpose is the display elements. They are the indispensable elements of store design, where products are presented to consumers. The aim of this study is to investigate the design characteristics of display elements in ready-wear spaces of shopping center and their effects on purchasing behavior of consumers and shopping experience; and also their contributions to the atmosphere and the brand/image of the store. For this purpose, not only were observations and identifications made but also a questionnaire was applied to consumers in the ready-wear stores of the three shopping centers selected in the city of Antalya. As a result of the statistical analysis applied to the obtained data, it was found that display elements in ready-wear stores affected the consumer' behaviors and the atmosphere/brand/image of the store. It is believed that the results from this study will be useful for ready-wear store owners and designers.