StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance - Research Paper Example

Cite this document
Summary
This paper 'The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance" focuses on the fact that Jo Jo’s, a clothing store chain, started its operations back in 1980. The company managed to establish a total of 40 stores across seven Australian states and territories. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.9% of users find it useful
The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance
Read Text Preview

Extract of sample "The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance"

The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance Total Number of Words: Table of Contents I. Executive Summary …………………………………………………….. 3 II. Introduction ……………………………………………………………… 4 III. Problem Statement ………………………………………………………. IV. Importance and Benefit of the Study …………………………………….. V. Summary of Research Findings Executive Summary Introduction Jo Jo’s, a large clothing store chain, started its operations back in 1980. Over the years, the company managed to establish a total of 40 stores across seven Australian states and territories. The store enjoyed high returns almost immediately and continuously since opening. Between the years 2004 and 2005, Jo Jo’s top management noticed the increasing number of their stores to be underperforming as compared to the market expectations. Following two consecutive years of declining returns, Jo Jo’s was acquired by “The Consortium” (a group of fashion companies) in June 2005. As part of the acquisition, The Consortium launched a ‘rebuild program’ primarily aimed at redesigning and improving each individual store in order to recreate Jo Jo’s image at a higher market level. Enhancement of the store’s atmospheric presentation specifically on changing the building materials and store colors, and lighting were considered to dramatically improve both the store appearance and the shopping experience for Jo Jo’s customers. In 2007, Jo Jo’s half-year financial report revealed eighty-percent increase in returns as a successful result of the rebuild program. With no apparent market or economic reasons, The Consortium is interested in establishing a good strategy that could minimize and lessen the twenty-percent loss of opportunity from their sales and profit. This study aims to discuss about the impact of having musical background in retail store as well as determining the type of music that is appropriate to clothing store. The importance and benefits of studying these factors will also be discussed. In line with addressing this issue, the author will gather relevant journals that could justify the effects of environmental atmospheric psychology of retail store on consumer behavior. The experimental approach used to test the hypothesis will be clearly explained on the research design portion. Based on the result of the data gathered, justification on the relevance of environmental impact on the success of the clothing store will be made on the conclusion part together with the limitations of the study and the recommended future research. Problem Statement The store manager speculates that the individual store differences such as: overall store atmospheric environment issue related to changing the building materials and store colors, lighting, and type of music have a strong impact on business profitability and on customer perceptions of the store. Since the store has recently undergone through an intensive rebuild program on the store’s visual appearance, the manager aims to identify how music could impact on the consumer shopping behavior and how these variables correlates with the store performance. Research Objectives – approx 400 words For descriptive and explanatory studies (quantitative studies) the research objectives might be stated as research hypotheses; that is, stated as relationships that would be worth testing (e.g., there is a positive relationship between x and y). Be sure to identify the independent and dependent variables for explanatory studies, and the nature of their relationship (e.g., positive or negative, linear or curvilinear). In some cases it may be more appropriate to state your hypotheses (and possibly this section) after the summary of literature – you decide. For exploratory studies (qualitative studies) the research objectives might be stated as propositions. Indicate how the variables of interest would actually be measured. For a quantitative, descriptive or explanatory study the measurement instrument might be a questionnaire that would be used to collect data from respondents. Considering my scenario I was thinking about having a hypothesis for the effects of music and effects of store layout? Importance and Benefits of the Study Summary of Research Issues Psychologists traditionally noted that environmental factors (physical elements) and individual differences (non-physical elements) are two types of variables that could affect the consumer behavior. (Eroglu and Machleit, 1989; Russel and Mehrabian, 2001) Since store environment is an effective tool for market differentiation (Levy and Weitz, 1995), it is a challenge for store managers to create an inviting and soothing store atmosphere according to the target market of each store. Phil Kotler (1973) stated that retail environments could either create a positive or negative atmosphere that could affect the shopping behavior of the consumers. Some researchers believe that there is a significant connection between the time spent of each customer in the store and the satisfaction that comes from the store visit experience with the emotional state of the customers. (Dawson, Bloch and Ridgway, 1990; Kellaris and Kent, 1993; Yalch and Spangenberg, 1993) A past psychological research also concluded that the emotional states of the consumers are strongly related to their behavior in the sense that shoppers with good mood and has good impression on the store appearance could persuade buyers to purchase more items (Bem, 1972; Schachter and Singer 1962; Rook, 1987), spend longer time inside the store (Donovan and Rossiter, 1982), and increases the chance of future patronage (Golden and Zimmer, 1986; Swinyard, 1993). Several studies shows that environmental atmospheric factors like interior design (Donovan and Rossiter, 1982) such as: the color of the store structure (Bellizzi, Crowley and Hasty, 1993); store layout, and lighting (Donovan and Rossiter, 1982); the type of music played in the store (Kellaris and Altsech, 1992; Yalch and Spangenberg, 1993); the scent or aroma used in the store (Spangenberg, Crowley and Henderson, 1996); and point-of-purchase display (Quelch and Cannon-Bonventre, 1983; Phillips and Bradshaw, 1990) could affect the customers’ impulse buying, shopping behavior and the amount of purchase spent on the store. (Rook, 1987) In line with this matter, Donovan and Rossiter (1982) suggested that store managers should take advantage of using environmental psychology in motivating the customers to purchase goods sold within a store. Mehrabian (1980), Mehrabian and Russel (1974), and Russell and Pratt (1980) also share the same view with regards to environmental psychology. Environmental Psychology in Retail Stores Mehrabian and Russell (1974), Mehrabian (1980), and Russell and Pratt (1980) established an environmental psychology model that serves as an interesting framework for viewing the impact of a good quality store environment. This model suggests the stimulus-organism response (SOR) process of the customers with the store presentation. (See Figure I – The Mehrabian-Russell Model of Environmental Influence below) Figure I – The Mehrabian-Russell Model of Environmental Influence The Mehrabian-Russell Model (M-R Model) of environmental influence shows that in-house environmental stimuli could contribute to the mood/emotion on behavior – either positively or negatively loaded. (Darden and Babin, 1994) When the environmental factors are designed to give pleasure to the five senses of the customers, these people are most likely to be attracted with the store. On the other hand, when the environmental structure and design of the store outlet is uninspiring and dull, customers may have a sense of displeasure. Therefore, the customers would search for other more attractive similar store. Interior Design like: Color, lighting, and Store Layout According to Woolrich’s retail manager, the “store design alone could bring people in and clothing sells itself.” (Horst, 2002) The store appearance particularly the application of the right colors, materials, graphics, displays, lighting, and store layout is enough to capture the attention of the customers. The color of the store is very important depending on the store’s target market. (Bellizzi et al., 1993) In case the target customers are teenagers, the design of the store should be appealing to them. Therefore, a more vibrant colors and theatrical lighting is advisable. (Areni and Kim, 1994) For the upper class market, a combination of monochromatic muted color palette, wood, marble floors, and other elegant materials are more effective. (Horst, 2002) Retailers should ensure that customers have a smooth flow of traffic within the store area all the time. The store layout is in fact another significant factor to consider. All products should be strategically arranged such that fragile items like expensive vase should be placed in areas wherein children would not easily reach the products and impulsive items like belts and ties should be within the customers’ reach all the time. (Gerba, 2006) Type of Music Used in a Retail Store Background music can be used to improve the current store image, promotes a livelier attitude on employees / staffsi and stimulate the purchasing attitude of the customers. (Milliman, 1982) Based on a survey that was conducted by the Personnel Research Committee of the Administrative Management Society, music could improve the morale and relive job monotony among the workers. (Walter, 1971) Several studies prove that background music could increase the buying habits of the customers. (Linsen, 1975; Burleson, 1979) According to Grayston (1974), the type of music should fit the market environment and situation. Using a ‘fast-slow’ and ‘loud-soft’ music should depend on the kind of products and the type of customers the store is serving. (Milliman, 1982) Using a wrong type of music could produce an ineffective type of marketing strategy. In worst cases, the store could give the customers a mixed signal causing the store to become less attractive to consumers. The tempo of instrumental background could significantly influence the increase in the volume of sales purchase of the customers each day. (Milliman, 1982) Some stores prefer to use slow-tempo music to enable the customers to stay longer inside the store. On the other hand, most fastfood restaurants would prefer fast-tempo music to speed up people and freeing more seats for the next customers. The Scent or Aroma Used in the Store Very few researchers have focused on the effects of Scent in the retail atmosphere. (Turley and Milliman, 2000) Among the five senses, the most closely related to our emotional reaction is smell since the olfactory bulb is directly connected to out limbic system in the brain. (Wilkie, 1995) For this reason, scent or aroma applied in store is considered as an important atmospheric variable. These fragrances are normally used to support the environmental psychology model. (Donovan and Rossiter, 1982) In the past, studies have shown a little evidence that scent could affect retail behavior. (Bone and Ellen, 1999) Today, using scent and other aroma is considered a strategic way of improving the atmospheric environment in retail stores. Studies on Scent application in retail stores are either performed in a simulated environment (Mitchell, Kahn and Knasko, 1995; Fiore, Yah and Yoh, 2000; Morrin and Ratneshwar, 2000 ) or in the actual retail environment (Knasko, 1993; Hirsch, 1995; Chebat and Michon, 2003).In general, the result of these studies confirm that scent has a big impact on consumer shopping bahavior. (Fiore, Yah and Yoh, 2000) Research Design Using a 2 x 2 factorial experiment, the effects of ambient scent and background music on the emotions and perception of the shoppers with the store environment and service quality will be tested. A lot of environmental psychology schools believe that these two variables could mediate approach or avoidance behaviors on the prospective consumers. (Mehrabian and Russell, 1974; Donnovan and Rossiter, 1982) This test is necessary in order to determine the degree or level of effects of these variables. This information is necessary for the decision-making of Jo Jo’s manager on whether to apply this strategy on each retail store outlet in order to minimize of lessen the twenty percent opportunity loss by increasing the business’ daily profitability. In determining the impact of musical background in retail store, slow top-40 music will be used to influence the customers’ perceived quality service and pleasure in shopping environment. (Sweeney and Wyber, 2002) For the aroma, I personally chose a citrus scent – a combination of orange, lemon, and grapefruit. A lot of research shows that the scent applied to retail stores (Scholder and Bone, 1998; Ehrlichman and Halpern, 1988; Mottin and Ratneshwar, 2000) and musical background (Dubé and Morin, 2001; Chebat, Gélinas-Chebat and Vaillant, 2001) may be recognize by the customers without changing their mood. The hypotheses that will be used for this study are the following: Popular music with slow-tempo is likely to increase shoppers’ positive influence  H1a A pleasing and light Aroma increases Shoppers’ positive influence  H1b Shoppers’ mood improves perception on the shopping environment H2 Positive effect will foster shoppers’ perception of the service quality  H3 Slow-tempo musical background could stimulate customers’ perception of the store environment more than using fast-tempo music.  H4a A light and pleasing aroma could positively influence the customers’ perception of the mall environment.  H4b Customers’ perception of the mall environment creates positive influence  H5 Customers’ perception of service quality is influenced by the perception of mall environment  H6 Note: See Figure I – Research Hypotheses on page Methodology The experiment was conducted inside a small retail store. Data has been collected within two weeks within the month of May 2007. During the experiment period, it was considered that no promotional strategies or other forms of marketing method were implemented. This will ensure a normal in-store traffic flow. During the first test, the smell of the store atmosphere was left unmodified with fast-tempo music playing on the background. Without any distractions, a light pleasing scent was diffused in the store atmosphere for 3 seconds on a 6 minutes interval. Based on Spangenberg, Crowley, and Henderson (1996), the use of citrus scent gives a good result for the purpose of this study and is readily available in store outlets. The use of Lemon scent was totally avoided because of its association with household cleaning products. (Bone and Janatrania, 1992) For the musical background in this study, ‘light rock’ musical genre set on a constant volume was used throughout the experimental period. The tempo of the music was set at 60 (slow-tempo music) and 96 bpm (fast-tempo music). Questionnaires were administered to the randomly selected customers as soon as they walk outside the store area. In order to prevent a bias respond on the survey, the research objectives of the questionnaires were not imparted to the respondents. The tallying of the survey form was completed at the end of each day. A total of 112 respondents completed the questionnaires based on fast-tempo music with no scent or aroma diffused in the store area. Some 37 respondents were exposed to a fast-tempo music with a citrus scent. Another 36 respondents were subjected to slow-tempo music with no aroma. Lastly, 64 individuals were exposed to slow-tempo music with citrus aroma. Proposed Data Analysis Techniques The guide on manipulating the scent application and musical background used in this study were all based from Bagoozi (1994) and Bagoozi and Yi (1989). To measure and illustrate the cognitive and influential paths of using citrus scent and musical background, a structural equation modeling (SEM) method was used using EQS for Windows 6.1. The Mehrabian and Russell (1974) pleasure components of the PAD scale were used as a guide for the test giving a result of an Alpha coefficient = 0.96. On the other hand, the customers’ perception of the store environment was based on Fisher (1974) semantic differentials that results to Alpha coefficients = 0.92. For the purpose of this study, the key relevant information that comes from Mehrabian and Russell (1974) pleasure components of the PAD scale and Fisher (1974) semantic differentials were entered in the model. In measuring the perception of service quality, Cronin and Taylor (1992) was applied to give a result of Alpha coefficient = 0.83. (See Table I – Measuring Scales; Factor Loadings and Alpha Coefficients on page ) Nature and Form of Results Based on the research findings, the result of H1a – popular music with slow-tempo is likely to increase shoppers’ positive influence, with the presence of citrus aroma is beta = 0.32 and t = 2.19. Without the citrus aroma diffusion, the outcome of the test gives a higher beta = 0.42 and t = 2.18. It means that the positive effect of citrus scent could reduce the positive influence of slow musical background. This study could not verify the link between playing a slow-tempo music with the customers’ perception of the store environment. The citrus scent application together with the use of a fast-tempo musical background (H4b) could minimally influence the shoppers’ perception of the store environment (beta = 0.27, t = 2.26). However, when the citrus scent application was combined with slow-tempo music, the scent application fails to achieve a significant influence over the customers’ perception of the store environment. Another area of concern is the customers’ positive influence over their perception of the service quality. In this study, the customers’ positive influence does not have a significant influence over the perception service quality. It is the customers’ perception of the store environment that could moderately influence the customers’ perception of the quality service offered by the store (beta = 0.48, t = 15.41). In relation to this matter, it is the shoppers’ emotion that could moderately influence the customers’ perception of the store environment (beta = 0.20, t = 8.02). Discussion The use of slow-tempo musical background could influence the environmental psychology model (Mehrabian and Russell, 1974; Donovan Rossiter, 1982) However, this findings does not support the theory of Dubé and Morin (2001) and Chebat, Gélinas-Chebat and Vaillant (2001). It is possible that slow-tempo music could cause a little arousal that is not enough to stimulate the cognitive processes of the customers. (MacInnes and Park, 1991; Kellaris, Cox and Cox, 1993) It is the other way around in the case of using a fast-tempo musical background; the combination of fast-tempo music and citrus aroma could trigger the cognitive processing of the customers’ perception of the store environment. Even though Lavander is also a well-known scent, citrus scent was considered in this experiment because it has more arousing properties and is readily available in the market. (Spangenberg, Crowley, and Handerson, 1996) Based on another research, a low arousal scent such as Lavander is best combined with a slow-tempo musical background in order to produce a greater influence to the customers. (Mattila and Wirtz, 2001) On the other hand, this study proves that a strong arousal scent such as citrus is best combined with fast-tempo musical background. The choices of using these combinations should be in accordance to the product lines sold within the store and the store themes. (Fiore, Yah and Yoh, 2000; Spangenberg, Crowley, and Henderson, 1996) It should be taken into consideration that not all environmental atmospheric variables could behave in the same wavelength. The atmospheric variable specifically the application of scent within the store area could stimulate the cognitive processing of the customers. Wilkie (1995) explained that despite the fact that our olfactory bulb is directly connected to our limbic system in the brain, the scent diffusion could arouse our ‘Proustian’ memory. (Annett, 1996) On the hand, music could trigger similar memory. (Kellaris, Cox and Cox, 1993; MacInnes and Park, 1991; Chebat, Gélinas-Chebat, and Vaillant, 2001) For this reason, familiarity and the preferences of the customers regarding the type of music played is important factor that affect their emotional state. (Sweety and Wyber, 2002) It means that musical background played within the store area could influence the customers’ emotions while the scent application triggers their cognitive processing. As part of the result of this study, it is proven that the use of musical background and the application of scent have no direct effect over the customers’ perception of the store quality of service. In fact, Baron and Kenny (1986), noted that these variables simply acts as a mediator and not a moderator of the quality of service rendered to the customers. Action Plan Based on the research study, Jo Jo’s store managers should carefully choose between using a fast-tempo musical background with a strong scent aroma or slow-tempo musical background with a low scent aroma in order to achieve the best result over the customers’ purchasing habits and perception of the store image. Schedule Measurement Instrument (a draft survey) (Appendix1) Measurement Instrument – (approx 1 page of possible questions to test hypothesis) Including a copy of the proposed measurement instrument (in an appendix) is important; because it illustrates that you know how the variables of interest would actually be measured. For a quantitative, descriptive or explanatory study the measurement instrument might be a questionnaire that would be used to collect data from respondents. For a qualitative, exploratory study the measurement instrument might be an interview protocol (e.g., a form listing the interview questions).This section is very important… (Check past literature for examples of appropriate measures – maybe adapt them to your context.) References: 1 Areni, J.L. and Kim, M. (1994) ‘Background Music as an Influence in Consumer Mood and Advertising’ Advances in Consumer Research, Vol. 16, 485 – 491. 2 3 Bellizzi, J.A.; Crowley A.E.; and Hasty, R.W. (1993) ‘The Effects of Color in Store Design’ Journal of Retailing. Vol. 59 (Spring), 21 – 45. 4 Bem, D. (1972) ‘Self-Perception Theory’ in L. Berkowitz (ed.), Advances in Experimental Social Psychology. Vol. 2, New York: Academic Press. 5 Bone, P.F. and Ellen, P.S. (1999) ‘Scents in the Marketplace: Explaining a Fraction of Olfaction’ Journal of Retailing, 75 (2): 243 – 262. 6 Burleson, G.L. (1979) ‘Retailer and Consumer Attitudes Towards Background Music’ unpublished paper, Department of Business Administration, University of Texas at El Paso. in Milliman, R. (1982) ‘Using Background Music to Affect the Behavior of Supermarket Shoppers’ Journal of Marketing, Vol. 46 (Summer 1982), 86 – 91. 7 8 Chebat, J-C. and Michon, R. (2003) ‘Impact of Ambient Odors on Mall Shoppers’ Emotions, Cognition and Spending: A Test of Competitive Causal Theories’ Journal of Business Research, 56: 529 – 539. 9 Darden, W.R. and Babin, B.J. (1994) ‘Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality’ Journal of Business Research, 29; 101 – 109. 10 Dawson, S.; Bloch, P.H.; and Ridgway, N.M. (1990) ‘Shopping Motives, Emotional States, and Retail Outcomes’ Journal of Retailing, 66 (Winter), 408 – 427. 11 Donovan, R.J.; and Rossiter, J.R. (1982) ‘Store Atmosphere: An Environmental Psychology Approach’ Journal of Retailing, 58 (Spring), 34 – 57. 12 13 Eroglu, S.A. and Machleit, K.A. (1989) ‘Atmospheric Factors in the Retail Environment: Sights, Sounds, and Smells’ Advances in Consumer Research. 14 Fiore A.M.,Yah X., and Yoh, E. (2000) ‘Effects of a Product Display and Environmental Fragrancing on Approach Responses and Pleasureable Experiences’ Psychology and Marketing, 17 (1)” 27 – 54. 15 Gerba, B. (2006) ‘Why More Stores Should Run Shopper Marketing Experiments’ Wire Spring Technologies. Article. September 13, 2006. Retrieved: June 2, 2007 < http://www.wirespring.com/ > 16 GoldenL.L. and Zimmer, M.R. (1986) ‘Relationship between Affect, Patronage, and Amount of Money Spent on Affect Scaling and Measurement’ Advances in Consumer Research, 13: 53 – 57. 17 Grayston, D. (1974) ‘Music While You Work’ Industrial Management, 4 (June), 38 – 39. 18 Horst, D. (2002) ‘Horst: Store Design Helps Boost Retail Sales’ Real Estate Weekly Publication. April 3, 2002. 19 Hirsch, A.R. (1995) ‘Effects of Ambient Odors on Slot Machine Usage in a Las Vegas Casino’ Psychology and Marketing, 12 (7): 585 – 594. 20 21 Kellaris, J.J. and Altsech, M.B. (1992) ‘The Experience of Time as a Function of Musical Loudness and Gender of Listener’ in Sherry, J. and Sternthal, B. (eds.) Advances in Consumer Research. Vol. 18, 725 – 729. Provo, UT: Association for Consumer Research. 22 Kellaris, J.J. and Kent, R.J. (1993) ‘An Exploratory Investigation of Responses by Music Varying in Tempo, Tonality, and Texture’ Journal of Consumer Psychology, 2 (4), 381 – 402. 23 Knasko, S.C. (1993) ‘Ambient Odor and Shopping Behavior’ Chemical Senses, 14 (94): 718. 24 Kotler (1973) 25 Levy, M. and Weitz, B.A. (1995) ‘Retailing Management’ 3rd Ed., Chicago: Irwin NcGraw-Hill, Chapter 18, 540 – 569. 26 Linsen, M.A. (1975) ‘Like Our Music Today, Ms. Shopper?’ Progressive Grocer, 56 (October), 156. 27 Mehrabian, A. and Russel, J.A. (1974) ‘A Description of the Affective Quality Attributed to Environments’ Journal of Personality and Social Psychology. Vol. 38, August, pp. 311 – 322. 28 Mehrabian, A. (1980) ‘Basic Dimensions for a General Psychological Theory’ MIT Press, Cambridge, MA. 29 Milliman, R. (1982) ‘Using Background Music to Affect the Behavior of Supermarket Shoppers’ Journal of Marketing, Vol. 46 (Summer 1982), 86 – 91. 30 Mitchell D.J., Kahn B.E., and Knasko, S.C. (1995) ‘There’s Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision Making’ Journal of Consumer Research: 22 (September), 229 – 238. 31 Morrin, M. and Ratneshwar, S. (2000) ‘The Impact of Ambient Scent on Evaluation, Attention and Memory for Familiar and Unfamiliar Brands’ Journal of Business Research, Vol. 49, August 2000, 157 – 165. 32 Phillips, H. and Bradshaw, R. (1990) ‘How Customers Actually Shop: Customer Interaction with the Point of Sale’ Journal of Market Research Society, 35: 51 – 62. 33 Quelch, J.A. and Cannon-Bonventre, K. (1983) ‘Better Marketing at the Point of Purchase’ Harvard Business Review, Nov. – Dec.: 162 – 169. 34 Rook, D.W. (1987) ‘Impulse Buying’ Journal of Consumer Research, 14: 189 – 199. 35 Russel, J. and Mehrabian, A. (1976) ‘Environmental Variables in Consumer Research’ Journal of Consumer Research. Vol. 3. June 1976. pp. 62 – 63. 36 Russell, J.A. and Pratt, G. (1980) ‘A Description of the Affective Quality Attributed to Environments’ Journal of Personality and Social Psychology, Vol. 38, August, 311- 322. 37 Schachter, S. and Singer, J. (1962) ‘Cognitive, Social, and Physiological Determinants of Emotional State’ Psychological Review, 69 (September), 379 – 399. 38 Spangenberg, E.R.; Crowley, A.E.; and Henderson, P.W. (1996) ‘Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?’ Journal of Marketing, 60 (April), 67 – 80. 39 Swinyard, W.R. (1993) ‘The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions’ Journal of Consumer Research, 20: 271 – 280. 40 Turley, L.W. and Milliman, R.E. (2000) ‘Atmospheric Effects on Shopping Behavior: A Review of the Experiment Evidence’ Journal of Business Research, 49, August, 193 – 211. 41 Walter, R.C. (1971) ‘Pipled-In Music Is Money to Employers’ Administrative Management Journal, 32 (March), 66. 42 Wilkie, M. (1995) ‘Scent of a Market’ American Demographics, August: 40 – 47. 43 44 Yalch, R.F. and Spangenberg, E. (1993) ‘Using Store Music for Retail Zoning: A Field Experiment’ in L. McAlister and M.L. Rothschild (eds.) Advances in Consumer Research, Vol. 20, 632- 636. Provo, UT: Association for Consumer Research. In-store customer behaviour in the fashion sector: Some emerging methodologi.cal and theoretical perceptions. Andrew J Newman; Gordon R Foxall. International Journal of Retail & Distribution Management; 2003; 31, 11/12; ABI/INFORM Global pg. 591 The role of cognitions and emotions in the music-approach-avoidance behavior relationship. Jilian C Sweeney; Fiona Wyber The Journal of Services Marketing; 2002; 16, 1; ABI/INFORM Global pg. 51 Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. Sherman, E and Mathur, A. Psychology & Marketing Vol. 14(4):361–378 (July 1997) The Effects of Store Environment on Shopping Behaviors: A Critical Review Shun Yin Lam, City University of Hong Kong Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(The Impact of Store Characteristics on Consumer Behavior and Overall S Research Paper, n.d.)
The Impact of Store Characteristics on Consumer Behavior and Overall S Research Paper. https://studentshare.org/business/1707982-the-impacts-of-store-characteristics-on-consumer-behaviour-and-overall-store-performance
(The Impact of Store Characteristics on Consumer Behavior and Overall S Research Paper)
The Impact of Store Characteristics on Consumer Behavior and Overall S Research Paper. https://studentshare.org/business/1707982-the-impacts-of-store-characteristics-on-consumer-behaviour-and-overall-store-performance.
“The Impact of Store Characteristics on Consumer Behavior and Overall S Research Paper”. https://studentshare.org/business/1707982-the-impacts-of-store-characteristics-on-consumer-behaviour-and-overall-store-performance.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Impact of Store Characteristics on Consumer Behavior and Overall Store Performance

Gathering Information in Marketing

hellip; Understanding the potential market requires an understanding of the needs of the people, the buying behavior and the buying motivations.... Three techniques have been put forward for estimating market demand and these include consumer surveys, consumer focus groups and market experiments....
6 Pages (1500 words) Term Paper

Literature Review for Woolworths Research

The writer of the essay "Literature Review for Woolworths Research" suggests that factors such as price, the location, assortments, value added store services which determine how customers choose to shop in retail stores are important in determining the kind of promotional activities.... Understanding factors that determine how customers choose to shop in retail stores are important for such retails in determining the kind of promotional activities that such a store would employ to not only attract customers....
5 Pages (1250 words) Essay

Repeat Purchases, High and Low Involvement, Organizational Purchasing and Consumer Satisfaction

As it is related to profitability, when a consumer is willing to repurchase a product, it ensures that there will be stable revenues.... As it is related to profitability, when a consumer is willing to repurchase a product, it ensures that there will be stable revenues.... First, they can use psychographic segmentation and targeting strategies to create long-term connections with the consumer lifestyle, attitudes and behaviors.... If the marketer illustrates to the consumer that its product has long-term benefits to enhance the lifestyle and it is promoted more effectively than competing products, there is a much greater chance that the consumer demand for the product will be sustained....
5 Pages (1250 words) Assignment

Strategic Objectives of the Business

Purpose of Report The purpose of this report is to critically analyze the business operations of ‘High Street Heaven' which is a high street retail store chain that has proved to be quite successful.... Anthony (2008) adds that another important tool in the overall assessment of the general environment is that of the PESTLE analysis, which focuses on political, economic, social, technological, legal and environmental factors that have a significant impact not only on the operations of a business but in the achievement of its strategic objectives....
7 Pages (1750 words) Essay

Marketing Research Issues

The aim of qualitative research is to get a clear understanding on how the participant's develop an understanding of their surroundings, and how this understanding affects the participant's behavior.... This method seeks to find out the meanings participants attach to behavior, their interpretations, and their perspectives on situations....
6 Pages (1500 words) Essay

The new meaning of Quality

Customer Insights group carries out the work of obtaining the true customer requirement by interacting with more than 4000 customers every month which includes obtaining the performance of competitors also in the area of customer satisfaction.... Besides the regular channels of obtaining customer perception there is another mechanism to find out customer requirement, which involves trained auditors capturing the customer experiences in the store itself.... Earlier quality used to be limited to the characteristics of the products and services against some standards or specification but presently it has gone beyond this and it is all about personal experience of the customer regarding the product and services he buys, personal preferences are attributes of quality....
5 Pages (1250 words) Essay

Performance Measurement of the Coors

The paper "performance Measurement of the Coors" highlights that the company's objective for implementing the balanced scorecard system is to align its supply chain management activities with its overall strategic vision and direction.... hellip; EVA can be a meaningful measure to include the financial performance of the Coors into the balanced scorecard however there is a need to perform a broader range analysis while performing EVA on Coors.... Coors's six planks suggest their closer proximity with it vision statements when they declare that they will continue to improve the quality of their human resource by continuously upgrading their skill levels in order to improve their performance....
5 Pages (1250 words) Case Study

Marketing Strategies of Tesco Plc and WM Morrison Supermarket Plc

Among the leading retail chains, Tesco has recorded the strongest performance during the last 18 months The organisation was established in 1919 by Jack Cohen.... The organisation had started its business by 1899 as a small grocery store.... The major retailers in the UK have shown optimism towards the sales prospect of 2015....
11 Pages (2750 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us