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Impact of Store Atmosphere on Consumer Buying Behavior
Impact of Store Atmosphere on Consumer Buying Behavior
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A recent research results that specialist store (Malls) earn more attention than normal stores. Furthermore they did not find any significant impact of event themes on store choice decisions (Sands, Oppewal & Beverland, 2008).
A study explored behavioral intentions and how they respond in the environment of a retail store. Therefore gap has been identified that the future research should be focused on physical surroundings where the consumers buy goods/services, have social interaction and gain consumption experience (Bitner, 1990).
Turley Millman (2002) idea was to analyze the impact of atmospheric element on consumer service experience by developing a framework (use as a research tool) that cover all the historical research on atmospheric, services encounter and consumer decision making. Its objectives were to find out the relationship of atmospheric variables pleasure and arousal etc. On this basis researcher made eight hypotheses relating to atmospheric impact on the services sector. His study is up to literature gathering and he purposed his work for further research by another researcher.
Interior Atmospherics creates such environment that enhances customer loyalty and image of the product that influence behavioral intentions and their perception also. Atmosphere also helps to transform commodities into goods, goods into services and service to experience, thereby it increases the economic value of the product that automatically change its pricing strategy in benefit of the seller therefore according to the study, atmospherics has the ability to affect the behavior intentions of the consumer (Hoffman & Turley, 2002).
Based on the importance of interior atmosphere and its relation with customer behavioral intentions, ...
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...lor it was observed that warm colors are more successful in making people enter in a retail store but these color not make them feel comfortable in the interior of the retail shop outer appearance should be in bright colors and the interior walls of a retail should use calm colors to avoid mental pressure faced by the customer (Hagen et al, 2009).
Chebat & Morrin (2007) similarly explored that the color schemes of a retail store can greatly impact the behavioral intentions and influence a shopper’s shopping performance. The rationale of this paper was to discover how the shopping mall environment influences the shopping experience and approach behavior of female fashion customer. Questionnaire was used for collecting the data with the sample of 286, it contained seven point semantic differential scales and data was analyzed by using structural equation modeling.
Shopping is not simply a chore; it is also an experience. Shopping for clothing is a particularly personal decision, and various motivating factors can cause one shopper to choose a particular store over another store. Some consumers go to the store to confirm that they belong to a certain social stratum, others because they enjoy the thrill of a bargain. According to Daniel Miller in ‘Making Love in Super Markets’, the behavior of consumers in supermarkets tends to fall into two categories: ‘treat’ shoppers and ‘thrift’ shoppers.
The company’s strategy is customer focus strategy; Nordstrom has followed its faithful philosophy as offering its customers the best possible quality and value service. Being successful in the industry, the company has become a leading in fashion retail industry. When people tend to pay attention on the fashion, so that they are willing to spend more on the premium or exclusive products. Therefore, the company can provide items, which meet customers’ need will be the most successful in the industry. In addition, understanding the important of providing the best customer service, Nordstrom always be professional in their design of the store and employees attitudes such as, all of their stores are design to set the color and lighting, which can create the relax feeling for shoppers. Moreover, Nordstrom employees are well trained to
The retail store that I chose to do observational research in is Target. Target is an upscale discount store with ranging variety of products from groceries, to clothes, electronics, makeup, home décor, and much more. The location of the Target I did the research in is the Okemos Michigan Target. Target has 1,816 stores all over the United States (Target, corporate). The research methods used in the study are direct observation, interviews, and surveys. Direct observation was used to observe how people acted in the store, the order they went through the store, the things people are buying, and how long they are spending around the store. Interviews with six individuals were used to question the reasoning they were in Target, what they planned
Paco Underhill has created a way for stores to draw more customers in and spend more money by getting in the mind of the customers. I found some of Underhill’s theories to be true. Underhill’s theories have helped provide research of the actions of consumers inside of American Eagle, Meijer and Hollister, these theories include, the need for shoppers to acclimate to their surroundings, the way customers turn into stores, and by placing most used products in the farthest places away from the
In “High-Tech Tools Help Stores—and Shoppers”, Givens writes, “The more store owners know about their customers’ behavior, the better they can make the shopping experience. They can improve displays, showcase popular merchandise,
The retail industry is as old as human civilizations, and it’s worth noting the retail sector is much better geared to change than most sectors. Over the past couple of decades there has been a wide range of changes in the retailing business. The retail sector dates back to the early 1800’s when the first local corner store sold common household items and basic groceries. As its name states, the corner store was just that, stores strategically placed on corners on high foot traffic areas for easy access. As society started to grow so did the need for new consumer goods and how a consumer would reach those goods. Department stores became popular simply because they were able to offer an assortment of categories and a variety of items within those categories all under one roof. The first two cities to start developing large scale department stores were New York City, and Chicago. In New York in 1846, the first building was built offering a variety of goods at fixed prices that were shipped from Europe. Department stores moved away from the idea of bartering and all items sold were considered fixed. However, department stores did offer discounts and coupons as a way to get customers in the door. In 1862, the largest department store was built during this time in New York City. The department store was on a full city block with eight floors and nineteen departments of dress goods, furnishing materials, carpets, fine china, toys and sports equipment. All these items were arranged around a central glass-covered court. The glass windows quickly became a staple in the department stores design. The act of window shopping was introduced and quickly all department stores had floor to ceiling windows advertising the newes...
Customer experience plays an important role to many businesses in many different aspects nowadays. This interaction includes attraction of customer, awareness, discovery, cultivation, advocacy to purchase and use of a service. This report will write about experience of customer after they visit and make purchase in Victoria Queen Market. According to Queen Victoria Market (n.d), the market has had colorful and controversial background over its 130 years of history.
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
Whenever we go out shopping or relaxing at malls, we actually don’t see or recognize any effects of malls as we mostly go there for these two reasons. Malls are an integral part in the lives of America. They are shopping centers that have created a lot of buzz in many writers. This is because we have more malls in America than high schools. Malls have received praises from people like James J. Farrell, Jon Pahl and George Lewis who view malls as not only shopping centers but also as places that provide a reflection of the American culture and serve as centers of pleasure and entertainment. In contrast, William Kowinski and David Gutterson criticize malls for just being an artificial environment that creates disorientation among American shoppers. In my opinion, malls are just magnificent commercial buildings that create a sense of false dreams and imagination.
“Nothing in a grocery store is where it is by accident. Every item on a shelf has been planned” (Paco Underhill). In the articles, “The Science of Shopping” by Malcolm Gladwell and “How Target Knows What You Want Before You Do” by Charles Duhigg, these authors exemplify effective marketing strategies which were composed by Paco Underhill and Andrew Pole. Underhill is an environmental psychologist; additionally he employs the basic idea that one’s surroundings influences ones behavior and invented structuring man-made environments to make them conducive to retail purposes. Pole was a statistician and revolved his entire life around using data to understand
One of the most important areas to consider is customer service. The atmosphere of a store
Making it comfortable for customers shows them they are valued, which means it can potentially lead to a loyal returning consumer. People do indeed enjoy feeling like their presence matters, so it would have positive effects overall. Lastly, it would improve the companies overall revenue. The goal of many of these companies it to profit from these stores or outlets, so this would be a beneficial opportunity. Gaining knowledge about the science of shoppers would be a movement in the right direction; therefore, this should be an opportunity that should be pressed.
According to Martinez – Ruiz et al (2010) states, in this modern age customers are always on the look for their conveniences. For this the researcher has used some of the elements such as; membership card, parking lots, and children’s area. For example, the availability of parking lots in the hypermarket can provide convenience for customer who has a car thus leading to positive impact on the customer satisfaction. Membership card can provide customers with special promotions, offers and discounts.
The nature of the business of retailing puts retailers at a assumed risk of incurring costs because products are bought with the assumption that consumers will purchase. Additionally there are external factors that may also pose risks such as natural disasters, theft, spoilage and fire. In other circumstances retailers also extends financial credit to customers in the form of credit sales which facilitates the smooth transition from retailers to the marketplace. Retailers are in constant contact with customers which gives them the opportunity to research and study buyer’s behaviour. This involves collecting information about changes in customer preferences, perception and shifts in the demand curve. Through advertising within their stores retailers are able to exhibit and introduce existing and new products to the marketplace. Ultimately retailers are in the business of selling products to customers to achieve their goals of generating
The factors that have a great influence on marketing management, marketers’ business decision-making, and their relationship with customers include macro- and micro-environment, and the latter in turn includes the concept of so-called “4 P’s” (i.e., product, place, promotion, and price). Micro-environment is also referred to as “immediate environment” and stands for the factors that are literally “close” to a certain company: its suppliers, customers, intermediaries (e.g., advertising agencies), and competitors (“Marketing environment,” n.d.) Four P’s are also called “the marketing mix,” and their most widely used interpretation belongs to McCarthy (Blythe, 2008). The marketing mix indicates the four aspects of how to make your business profitable and yourself proficient as a marketing specialist. As Cannon (1992) pointed out, “The marketing mix is the set of controllable variables that the firm can use to influence the buyer’s response.” First, the business person needs to understand what the product of consumer’s desire is. It is obvious that “an undesired product” will not be sold. Producers, however, may invent something that consumers even did not expect to have but really wanted, at least, unconscious...