Date of Award

12-2013

Degree Type

Honors College Thesis

Department

Marketing and Fashion Merchandising

First Advisor

Jamye Foster, Ph.D.

Advisor Department

Marketing and Fashion Merchandising

Abstract

This study explores whether product density affects crowding, perceived quality, and perceived price of products within the retail space. The goal is to determine whether product density directly affects customers’ perceptions of price and quality of merchandise within retail spaces. It tests the hypotheses that increased product density will lead to an increase in crowding perceptions but a decrease in perceived price and quality. The study uses photographs of retail spaces with differing densities to manipulate product density and an online questionnaire to gather data. A student sample is used to collect the data. ANOVAs are used to determine the relationships between product density and perceived crowding, quality, and price. The hypothesis of increased crowding perceptions with increased density is partially supported, but the other hypotheses are not supported.

Comments

Honors College Award: Top Thesis

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