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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.