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

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.