Atmospheric Cues in Retail Stores - 7493 Words

Atmospheric Cues in Retail Stores: Their Effect on the Consumer’s Hedonic Retail Experience Introduction Retailers are finding it more and more difficult to differentiate themselves from their competition, specifically based on the four Ps of marketing; product, place, price and promotion. They have been forced to inquire about diverse and distinctive atmospheric cues, in order to attract and maintain customers and their loyalty. According to (Morrison, 2001), elements such as colour, lighting, layout, and display features have been considered as having an immediate effect on the buying decision making process, and focus has moved from in-store product displays toward elements that excite the senses of shoppers,†¦show more content†¦Relating to this, a study showed that customers spent considerably less time in stores with loud music compared to soft. Relating to restaurants, diners stayed longer and consumed more alcoholic beverages when slow tempo music was playing in the background compared to fast tempo. (Alpert, Judy and Alpert, Mark, 1989). Of course this depends on the t ype of stores people are shopping at, this may be true for superstores, but stores like Nike acquire a different type of customer and are in need of a different type of atmosphere, which is explained in the following paragraph. Also if a restaurant were targeted more towards a younger crowd, then a more upbeat genre of music would be appropriate in order to influence the customers to stay longer and buy more alcoholic beverages. A study was done through face-to-face interviews and in-store observation with sales associates and managers, and out-of-store with shoppers. This study was completed to provide greater insight about the relation between music and retail branding (Morrison, 2001). The first was NikeTown: the music in the store was high on energy, vibrant, proactive and uplifting, obviously creating a boost in store environment and attracting younger urban customers. The current music is friendlier and more inviting compared to the old tennis ball bouncing or birds chirping. This audio atmosphere differentiates Nike from competitors and supports the brand. In fact interest from customers has led to the needShow MoreRelatedThe Effect of Storefront Appearance on Shopper Behavior1584 Words   |  7 Pagesback to the early 1970s that focus on facility-based environmental cues, or atmospherics, and their effect on shopper attitude and decision modeling. However, inadequately explored is the specific effect that storefronts and retail exteriors have on shopper choice. Through the use of cross-sectional consumer surveys, this study will measure the importance of storefront appearance on retail patronage, as well as rank aspects of retail exteriors as they relate to shopper selection and loyalty. In additionRead MoreOnline Retail Behaviors Of Online Retailing Essay1976 Words   |  8 Pagestheir online retailing behaviours. Without organisations strategic systematic and conscious design of online retail environments the performance may suffer compared to the traditional brick and mortar retail setting. The atmospheric stimuli are converted into meaningful information which result in online retail behaviours. If these stimuli do not convey the correct message the online store performance will be impeded. The Current Online Retailing Environment! Online retailing has experienced rapidRead MoreCreative Cultures And Ideas : Atmosphere Essay2076 Words   |  9 Pagesenhance the probability of a purchase. This is done by using atmospheric cues to stimulate the senses and sway the entire customer experience of being in a particular space and time. However as online shopping competition grows, businesses are seeking to create more alluring website atmospheres in order to be distinguished from their competitors. Web atmosphere is in many ways similar to physical environments. Dailey (2004) defines web atmospherics as the â€Å"conscious designing of web environments to createRead MoreFactors Of Brand Loyalty : Brand Trust, Store Environment, Service, And Quality Essay1446 Words   |  6 Pagesmentioned that there were seven factors that influenced consumers’ brand loyalty towards certain brands. The factors were brand name, product quality, price, Design, store environment, promotion and service quality. For the purpose o f the study literature review will focus on the following identified factors of brand loyalty namely brand trust, store environment, service and quality. 2.3.1 Brand trust Literature review carried out indicate that Brand trust is the willingness of the average consumer to relyRead MoreHow Martketers Use Nonverbal Communication to Influence Consumer Decision Making Process1396 Words   |  6 PagesProgramming Phone Kine Phoneme Kineme Morpheme Kinemorph Syntactical Sentence Kinemorphic Construction Nonverbal communication is the process of communication through sending and receiving wordless (mostly visual) cues between people. The communication experts believe that in a face-to-face conversation people share only a small fraction of the total message using words. Most of the message is contained in the tone of voice, posture, accent, speed, volume, and bodyRead MoreRetail Environment Elements That Influence Consumer Shopping Behavior1311 Words   |  6 Pagesimplementing effective marketing strategies. In line with this managerial need, researchers have identified number of different factors that influence consumer buying behavior like retail environment which is one of the most important factors, affecting consumers’ purchase process. This literature review seeks to identify retail environment elements that influence consumer shopping behavior. The structure of this literature review is as follows. Firstly, the review describes the search process for theRead MoreThe O nline Shopping Industry Has Changed The World1305 Words   |  6 Pagesto grow profusely year after year it definitely hurt entrepreneurs and chains of store. Today’s online shopping experience comes with great benefits like easy access, one can simple go online and search for any product to order it right then and there or find out which store carries it. We save gas for obvious reasons that there is no travelling involved and we also save money by shopping online because an online store does not have to pay a utility bill, water bill, rent, insurance, make paychecksRead MoreVisual Merchandising and the Creation of Discernible Retail Brands6171 Words   |  25 Pages------------------------------------------------- Visual merchandising and the creation of discernible retail brands The Authors Shona Kerfoot,  Shona Kerfoot is based at Matalan Retail Ltd, Skelmersdale, UK.   Barry Davies,  Barry Davies is Assistant Dean (Research) at the University of Gloucestershire Business School, Cheltenham, UK.   Philippa Ward,  Philippa Ward is Principal Lecturer, at the University of Gloucestershire Business School, Cheltenham, UK. Abstract This research presents theRead MoreLitrature Review. Ii. The Social Servicescape (The Social1696 Words   |  7 Pagesthat connections among consumers who share a servicescape can impact their perceptions of service quality (Baker et al., 2002; Bitner, 1992; Grove and Fisk, 1997). In particular, the presence of other customers within a limited space such as a retail store, restaurant or a musical theatre, when combined with physical servicescape issues for instance, improper thermal conditions, light intensity, sound and scents can lead to negative customers’ physical and psychological reactions (Babin et al, 1995;Read MoreRetail Building Of The Indoor Environment On Consumer Behaviour And Energy Consumption1787 Words   |  8 PagesRetail building envelope interaction influence of the indoor environment on consumer behaviour and energy consumption in the U.K. Selection of the Topic Energy crisis and climate change have been causing the various problems of the environment. Concerning these issues. Nowadays, chain retailers increasingly formulate their own sustainable way or policy to make sure they could provide consumers and workers a comfortable environment to occupation and reduce energy consumption or carbon .The retailer