A Phenomenological Study of the Role of Store Mannequins on the Experienced Responses of Generation-Y Female Customers

Document Type : Research Paper

Authors

1 PhD Candidate, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

2 Associate Prof., Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

3 Assistant Prof., Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran.

Abstract

Objective
In marketing, in particular clothing marketing, the visual tool of the mannequin plays an important role in attracting the customers’ attention as a part of the store window. The effect of mannequins on the customers’ evaluation of clothing is not known and no study has been conducted based on lived experience in Iran. Mannequins play a role in visualizing clothes on customers' bodies, and the evaluation of customers with different bodies likely varies from clothing. Accordingly, this study aims to employ a phenomenological approach in examining the impact of mannequins on the experienced responses of female customers belonging to Generation Y.
 
Methodology
A qualitative methodology was employed in this research, involving the selection of participants to explore the role of mannequins. Subsequently, data analysis was conducted using the "MAXQDA" software. The study seeks to identify the customers’ lived experiences about mannequins with a phenomenological approach. The participants (N = 16) were selected using purposive sampling, using a protocol, and conducting interviews. Data collection was carried out by conducting a comprehensive review of existing literature, followed by a coding process for analysis. Subsequently, a network of themes was constructed.
 
Findings
The interview findings revealed that the lived experience of mannequins encompasses three primary themes: motivational experiences, attitudinal experiences, and reaction experiences. These themes emphasize various aspects, such as product characteristics, elicitation of emotions or sensations, presentation of product design and aesthetics, value creation, initial product evaluation, customer engagement, educational aspects, incentives for store entry, self-image, and envisioning clothing. Motivational experiences further comprise sub-themes within this context. The emotional dimension of attitude, the behavioral dimension of attitude, and the cognitive dimension of attitude include the sub-themes of attitudinal experiences and purchase intention willingness, positive word-of-mouth advertising willingness, store wandering willingness, willingness to pay more money, willingness to revisit the store are sub-themes of store mannequin reaction experiences.
 
Conclusion
Retailers can leverage the retail environment, particularly through non-verbal communication tools like mannequins, to elicit a response from customers. This can enhance the overall customer experience, encouraging them to revisit the store in the future by providing ample motivation to do so. By recognizing the effects of visual stimuli (mannequins), retailers can use marketing strategies to create a good shopping experience. According to the findings from the motivational tool, mannequins prove to be effective in fostering a positive attitude among customers. This positive attitude, in turn, triggers various responses and reactions from customers.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 15, Issue 4
2023
Pages 778-813

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