This research was undertaken applying “stimulus-organism-response” theory with two objectives: to ascertain
determinants of window display intertwined with product messages and strategies; to study perception on window
display conveying positioning, value, and quality of products creating customer’s desire to visit and purchase.
Significant findings are for fashionable products to employ a single merchandising approach with large window size;
accessories to utilize warm background color and not showing in-store; eyewear, jewelry, and watch products to
showcase through images of presenters wearing them; luggage to use accent-lighting to brighten itself. Additionally,
the effects of visual stimuli affected consumers’ cognitive and affective reactions.