دور العرض البصري في تعزيز المكانة الذهنية للمنظمة دراسةٌ تحليلية لآراء بعض العاملين في المجمعات التجارية في مركز محافظة بابل

The role of the visual merchandising in the promotion of the positioning of the organization

This study seeks to address the role of visual display (independent variable) Bmahratha consisted b (display window, colors, lighting, signage width) in furthering the mental Organization (adopted) variable according to the dimensions of B (cognition, behavior, motives, influence, if desired) . As the visual display plays an important role in the promotion of products organized through the standing mental strategy of the organization in building a solid and strong base with market segments by identifying the dimensions and standards adopted by them, so that the traditional marketing mix of its various components design process, taking into account those standards will contribute in the establishment of desirable niche mentality make the organization and its products with the advantages of it is difficult for competitors to overcome Hence the problem of the study embodied in the fundamental question that ((Does visual display role in enhancing the status of mental commercial complexes)), and more specifically, trying to answer the following questions which make up the Problem of the study:

1- Is adopt malls surveyed visual display dimensions

 2- Is there a correlation between the visual display dimensions and the mental status of the organization dimensions relationship?

3- Is there an impact between the visual display dimensions and the mental status of the organization relationship?

This study also seeks to achieve, inter alia:

1- complexes over the adoption of the surveyed sample study of the concept of visual display of supply and its role in the mental  image of the organization.

2-  Identification of correlation between the visual display dimensions and the dimensions of mental image  in the surveyed complexes..

3- determine the effect relationship between the visual display dimensions and the dimensions of mental image   in the surveyed complexes.

For the purpose of the application of this study in the field and test hypotheses have been chosen some commercial complexes in the province of Babylon facing significant competitive challenges because of the recent entry of the industry to domestic markets center, was used questionnaire form President tool in data on the field side of the collection, and sample included in the study reached (140 ) managers of those complexes, this study and reached several conclusions, including:

1- Statistical results of the study showed the presence of a strong and statistically significant correlation between the visual display and mental image  and prestige Bmahratha mental dimensions..

The study included a number of recommendations including:

1- complexes surveyed intending to apply the visual display taking into account these strategic indicators which consist of (display window, but Luan, lighting, signage width) and adapt to the reality of the surveyed complexes