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Advances in Social Sciences Research Journal – Vol. 9, No. 7
Publication Date: July 25, 2022
DOI:10.14738/assrj.97.12584. Al-Alsaggaf, D. M. A., & Basaffar, A. A. (2022). Visual Marketing and its Impact on Consumer Buying Behavior in Clothing Stores.
Advances in Social Sciences Research Journal, 9(7). 18-26.
Services for Science and Education – United Kingdom
Visual Marketing and its Impact on Consumer Buying Behavior in
Clothing Stores
Dalia Mohammed Abdullah Al- Alsaggaf
King Abdulaziz University
Amaal Abdelqader Basaffar
King Abdulaziz University
ABSTRACT
Visual marketing is concerned with the way products are visually communicated to
the consumer. Nowadays, the owners of retail establishments apply visual
marketing strategies in their practices in a larger scale and in an innovative way,
where they use multiple technologies in order to present the product and make
significant investment in the store environment. The problem of the study emerged
through the researcher's review of previous studies on the subject of the study,
which indicated to the effect of visual marketing strategies in retail clothing stores
on the purchasing behavior of the consumer. The research aims to study visual
marketing and its impact on consumer purchasing behavior in the city of Jeddah
using the SOR theory to identify the degree of impact of these strategies using the
SOR theory model. The research followed the descriptive analytical approach by
conducting the study on a sample of 77 consumers in Jeddah, Saudi Arabia. The
questionnaire was used as a tool for the study. The results showed that the
application of visual marketing strategies significantly affects the change in
purchasing behavior of consumers in the city of Jeddah, and that there was a
positive statistically significant relationship between purchasing behavior and
motivation, mental image, and feelings of happiness. The results also showed a
correlation between (stimulus, mental image, and feelings of happiness) and
purchasing behavior. The coefficient of determination indicates that the variables
(stimulus, mental image, and feelings of happiness) represent 58.3% of the variance
in purchasing behavior.
Keywords: visual marketing, buying behavior, retail stores
INTRODUCTION
Visual marketing is a purely scientific art and is the mainstay of apparel retail establishments.
Visual marketing plays an important role in apparel retail establishments. It is known as the
silent selling method, and one of its advantages is that it reduces the number of employees and
allows the use of spaces. It also helps reduce the budget, as its activity and function aim at
developing the layout of store spaces and the 3D view to maximize sales (Randawa, Saluja,
2016). With the development of retail trade from product to product, consumer shopping
environment has become very important, where retailer provides his store with modern and
consumer friendly design, consumers expect to shop in store with good experience and design.
Shopping has become a test of the brand rather than just a sale (Singh, 2009). The real purchase
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Al-Alsaggaf, D. M. A., & Basaffar, A. A. (2022). Visual Marketing and its Impact on Consumer Buying Behavior in Clothing Stores. Advances in Social
Sciences Research Journal, 9(7). 18-26.
URL: http://dx.doi.org/10.14738/assrj.97.12584
takes place at the point of accounting, where the decision is made on the amount of purchase.
The future of retail stores is based on the consumer experience in the store (Lampa, 2003).
One of the main points of visual marketing is that it is strategically placed in the store to take
advantage of the advantages and benefits of marketing. The expressive display window grabs
the attention of passersby and leads researchers and shoppers through the track changing
process. Apparel retail establishments are increasingly spending on design, fittings, style,
lighting, and signage, all of which are considered attractions.
The concept of modern consumer behavior is that consumers most often buy products not
because of their function but for the attractive value that prompted them to buy, as the product
plays a role that goes beyond the function for which it was produced (Krishnakumar, 2014).
It has been proven through empirical evidence that consumer psychological and social
satisfaction plays an important role in visual marketing, as social information leads to positive
consumer satisfaction (Liu, Kim, Hong, 2018).
Research Problem
The research problem is to answer the following questions:
1. Is there a relationship between visual marketing strategy and internal response factors?
2. Is there a relationship between internal reaction factors and consumer purchasing behavior
in Jeddah, Saudi Arabia?
Research Objectives
The research aims to study visual marketing and its impact on consumer purchasing behavior
in the city of Jeddah, using the SOR theory to identify the degree of impact of these strategies,
and the objectives were formulated as follows:
1. Detecting the effect of visual marketing strategies in retail clothing stores on consumer
purchasing behavior in Jeddah.
2. Finding the relationship between the factors of the internal reaction and the purchasing
behavior of the consumer in the city of Jeddah.
Research hypothesis
1. There is a positive relationship between visual marketing strategies and internal response
factors.
2. There is a positive relationship between the internal reaction and the purchasing behavior of
the consumer.
Research terminology
Strategy (Osman, Jaafar, 2019) defines the word strategy as coming back from the Greek word
Strategos, whose meaning is associated with plans that are used in managing battles and the
arts of military confrontation.
Drucker also defined strategy as a continuous process of organizing and implementing current
decisions, providing the necessary information, organizing resources and efforts to implement
decisions and evaluating results through an integrated and effective information system.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 7, July-2022
Services for Science and Education – United Kingdom
It can be defined as a path or plan that is followed to achieve the desired goal, such as a solution
to a problem, which is the art and science of planning and inventorying resources to be used in
the most possible way and with the greatest benefit.
Visual Merchandising
(Law, Wong & Yip, 2012) defines visual marketing as a tool for connecting products and buyers
through the use of different methods and methods. Visual merchandising is an art of displaying
the things in an attractive way so that it could attract the attention of the customer and
persuade them to buy the product. An effective visual merchandising will play a significant role
in the consumers’ purchase decision
Retail Stores
Retail Stores are a place that sells products directly to the final buyer for personal use and not
for the purpose of reselling them again (C. Haif, formerly Shiraz, 2005).
It can be defined as a workplace that opens and receives shoppers, through which the process
of selling to the final consumer takes place, and products are displayed there.
Consumer
A consumer is a person who performs some action on a service or product, in order to best
satisfy his needs and expectations for the normal duration of use (Harsha, 2016). It is the person
who acquires services and products that meet his needs and expectations.
Buyer decision Process
It is the stage that consumers go through during their transition from recognizing the need to
actually purchase a service or product and experiencing the feelings that go with it.
Research Methodology
This research has adopted the descriptive-analytical approach for its relevance. The study
followed the descriptive-analytical approach, "which is concerned with defining reality,
collecting facts about it and analyzing some of its aspects". The methodology of the study is
based on the fact that the phenomenon (the effect of visual shopping on shopper behavior) is a
social phenomenon that needs to study visual shopping and the factors affecting it, as well as
the effect of those factors on the behavior of individual consumers. For this reason, the
descriptive approach that monitors the phenomenon and tracks its impact on society, was
adopted.
Design of Research Methodology
The design of the methodology relied on fixed steps, represented in providing the means of
obtaining information, while saving time and cost factors, defining the sample, taking random
samples, collecting data systematically through the questionnaire, and implementing the
research project, analyzing the data in light of the hypotheses put forward, and finally
interpreting the data, monitoring the results, and making recommendations and suggestions.
Research Boundaries
Objective Boundaries: Examining the effect of visual marketing strategies in retail apparel
stores on consumer buying behavior.
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Al-Alsaggaf, D. M. A., & Basaffar, A. A. (2022). Visual Marketing and its Impact on Consumer Buying Behavior in Clothing Stores. Advances in Social
Sciences Research Journal, 9(7). 18-26.
URL: http://dx.doi.org/10.14738/assrj.97.12584
Human Boundaries: a sample of 77 consumers.
Spatial Boundaries: Jeddah, Kingdome of Saudi Arabia
Time Boundaries: the second semester of the academic year (2022)
Research sample
The total research sample included (66) individuals from consumers of retail stores in the city
of Jeddah, Kingdom of Saudi Arabia.
Research tool
A questionnaire consisting of 23 items distributed on three axes as follows:
First Axis: Motivations - Visual Marketing and Its Elements (Stimuli) (10) Paragraphs
The second axis: internal response factors (Organism). (8) paragraphs
The third axis: the reaction to the buying behavior (Response) (5) paragraphs
The questionnaire was distributed to the study sample consisting of (66) consumers of retail
clothing stores selling clothes in the city of Jeddah in the Kingdom of Saudi Arabia. The
researcher used a three-tiered Likert method (agree - agree to some extent - disagree).
Face Validity
The tool was subjected to face validity. The research was scored by a team of assessors after
the work has been criticized and necessary corrections effected. The tool’s stability was
verified, using the Cronbach’s alpha equation, which revealed that the overall reliability
coefficient of the study tool was (0.73 ) and, therefore, satisfies the purposes of scientific
research.
Internal consistency
Internal consistency means the degree of correlation of each of the scale expressions with the
total score of the scale to which the phrase belongs. In order to determine the validity of the
internal consistency of the study tool, Pearson’s simple correlation coefficient was used as
shown in Table (1), where the results indicate that there is a statistically significant correlation
between each phrase and the total score of the axis to which it belongs, thus indicating that the
tool has a high degree of internal consistency.