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Consumer perceptions and functional evaluations of cash desk types in the clothing retail context

Kemal Yildirim (Department of Furniture and Decoration, Gazi University, Ankara, Turkey)
Nur Ayalp (Department of Interior Architecture and Environmental Design, TOBB ETU University, Ankara, Turkey)
Gozen Guner Aktas (Department of Interior Architecture and Environmental Design, TOBB ETU University, Ankara, Turkey)
M. Lutfi Hidayetoglu (Department of Industrial Design, Selcuk University, Konya, Turkey)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 3 June 2014

570

Abstract

Purpose

The purpose of this paper is to focus on assessing consumer perceptions and functional evaluations of store cash desks (Flat, L- and U-shaped) in the clothing retail context.

Design/methodology/approach

To test the assumption that relationships exist between various types of cash desks and consumer perceptions and functional evaluations, a study was devised using digital pictures of three types of cash desks hypothetically located in a large store.

Findings

Results based on semantic differential and functional items show that consumers expressed a more positive perception of flat than of L- or U-shaped cash desks. Men evaluated the store cash desks more positively than women overall. Managerial implications are discussed and directions for future research are proposed.

Originality/value

This paper reveals a significant relationship between cash desk type and consumer perceptions and functional evaluations of cash desks. The results of the work suggest that retailers and designers may be able to easily make stores more attractive to consumers by installing flat cash desks.

Keywords

Acknowledgements

The authors would like to thank Dr Jody Bilyeu for his careful proofreading of the English text and for their helpful suggestions.

Citation

Yildirim, K., Ayalp, N., Guner Aktas, G. and Lutfi Hidayetoglu, M. (2014), "Consumer perceptions and functional evaluations of cash desk types in the clothing retail context", International Journal of Retail & Distribution Management, Vol. 42 No. 6, pp. 542-552. https://doi.org/10.1108/IJRDM-03-2013-0056

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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