Symbol Usage in the Appearance of Small Businesses

Abstract

This study was conducted to determine the use of symbols to decode messages in a store's appearance by potential clients of a store. The study provides store owners with information that will help them in making decisions about the appearance of their store. The objectives for the study were to determine: (a) The decoded meanings assigned to specific store fronts and store interiors by potential clients. (b) The relationship of potential clients decoding of symbols in the store fronts on the clients' willingness to patronize the businesses. (c) The relationship of potential clients decoding of symbols in the store interiors, as viewed from the entrance of the stores, on the clients' willingness to patronize the businesses. (d) The relationship of potential clients' decoding of symbols in store appearance (store front and store interior) on the clients' willingness to patronize the businesses. This research discovered that for bridal stores, there was a significant difference between subjects responses to the store fronts. This research did not reveal a significant difference for the decoding messages of store interiors for bridal stores.