What does this research mean for the field?

Attractive store presentation, including elements like layout, lighting, and interior design, improves customer experience and positively influences purchase decisions. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The research seeks to understand how aesthetic store presentation influences customer preferences.

March 18, 2026Open Access

A Study on aesthetic store presentation as a tool for customer attraction

Key Points

The research seeks to understand how aesthetic store presentation influences customer preferences.
Data collection through questionnaires
Analysis of secondary materials including books and journals
Assessment of store elements such as layout and lighting
Attractive store presentations significantly enhance the customer experience
Aesthetic elements impact purchase decisions positively

Abstract

The retail sector has become highly competitive, making it essential for retailers to adopt effective strategies to attract customers. Modern consumers are not only concerned about product quality and price but also about the visual appearance and atmosphere of retail stores. Elements such as store layout, lighting, colour combinations, interior design, and product displays contribute to creating an appealing shopping environment. The study aims to understand customer preferences towards aesthetically designed retail stores. Data for the research was collected through questionnaires and supported by secondary sources such as books, journals, and online materials. The results indicate that attractive store presentation improves customer experience and encourages purchase decisions.

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