Date of Award

12-2015

Degree Type

Thesis

Degree Name

Departmental Honors

Department

Management

First Advisor

Merideth Ferguson

Second Advisor

Shannon Peterson

Third Advisor

Kristine Miller

Abstract

With product differentiation low in the retail industry, businesses need to create strong brand images and increase customer loyalty in order to remain competitive. Visual merchandising is one tool that businesses have to communicate their message in a compelling and strategic manner. Within the scope of visual merchandising there are a number of atmospherics, or cues, which include visual, tactile, and auditory, that can be used in conjunction with one another to influence consumer behavior. Service encounters also have a strong influence on the consumer retail experience and must be managed effectively to make sure their influence is positive. All of these factors can greatly affect a business's bottom line and must be fully understood in order to work in its favor.

Included in

Marketing Commons

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