VIII. METHODOLOGY This research was carried out across two cities of Pakistan namely Islamabad and Rawalpindi. The aim of this study was to identify the impact of interior atmospheric of a retail store on consumer behavioral intentions. Population selected were therefore were the customers who are into shopping. The target population was the customers who were located in the area of Islamabad and Rawalpindi. Convenience or non probability sampling was constructed which was more feasible of getting the information from the random buyers. Sample size was n=206. The type of investigation was a co-relational analysis. The time horizon is cross sectional as there was no further need of doing the study again in some other time. The research instrument …show more content…
This study basically focuses on the retail store which are popular in clothing and accessories .The idea was taken from a current research done by Susan (2007) in which she focuses the famous clothing retail store such as Urban outfitters, DKNY, Banana Republic and Berlyne criteria in order to identify the preference of adolescent for simple or complex retail environment. In Islamabad and Rawalpindi the retail stores which are famous for their unique interior and clothing accessories are Chen One, Outfitters, Cross Roads, Stone Age and others. The selection of these retail stores also because of their locality as most of them are located close by and situated in well-known places in Islamabad and Rawalpindi. Therefore these retail stores were selected for this research analysis. First of all Outfitters they have a very delicate store, white painted walls, titled floor, bright lights, wooden shelves and designed their store in simple way according to their small spacing area. The clear visibility and organized presentation of merchandise makes it convenient for the customers to find the items of their interest as well as save time in finding them .The second one is Chen One which is completely opposite of outfitters ii is very popular brand in Pakistan for its quality …show more content…
The respondent easily understood the questionnaire and concludes his/her remarks. The next part of the questionnaire was related to behavioral intentions of the consumer keeping in mind the interior atmospheric elements. Behavior intention was measure with the help of four questions; seven-point semantic differential scale was used in major part of the questionnaire which was also adapted by (Ryu, 2002). The last questions was a open ended question in which the other reasons were asked for visiting a particular retail store just to get the idea of the respondent or any missing elements. The respondent’s answers for the revisit were such due to large variety, satisfaction/attachment with a particular brand, effective and clean environment, good quality, better price dealings and fine infrastructure. These answers showed their level of interest, present mind observations and past experiences
Supermarkets provide an ideal environment for affecting consumer purchasing behaviors cater to the healthy lifestyles of younger consumers while addressing the health concerns of older ones. The behavior of the consumer gives an image of our company.
The company had to be the second largest retailer shop in the US; it has many advantages that come along. The customers well acknowledge the company and its brand have been well established.
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 conclusion, Old Spice uses classical conditioning to influence consumers’ attitude by having conditioned and unconditioned responses and stimulus. They campaign their products really well and get outstanding response and comments from all over the world. Old Spice also use many type of communication source that are involved in influencing the growth of the product. Social Media plays a huge role in advertising the product and putting on a campaign. Consumer’s attitude towards Old Spice was reflected on the comments they post. The elaboration likelihood model also proposes the more global view that consumer attitudes are changed by the central and peripheral. People who are up for trying the product are most likely central route.
These consumer behavior has evolved in order to request more interaction from the companies and brands in order to provide a full image about what motives the company to provide an excellent product or service. The comparison made by Kotler (2010) has emerge in a way to understand how the companies have to present themselves to the consumers.
Nordstrom retail stores have large hallways, and everything is presented in a very classy manner. The color scheme includes pale yellows, whites, and gold, to provide a more elegant appearance in the store in order to make the shopped feel special. The design is also seen through product organization. Compared to stores like Macy’s, which organize their products based on brand, Nordstrom organizes their products based on lifestyle. Because of this, it is easier for shoppers to find clothes similar to their style as opposed to by brand. In effect, shoppers will purchase more products. This also is a type of experiential retailing, where Nordstrom customers are able to experience the elements of their lifestyle within one section. More so, the product presentation will draw people’s eyes to products, even if they are not looking for it. This gives Nordstrom a competitive advantage in relation to other similar retail stores because it makes their store look more glamorous and high-end. While other stores may focus on value, Nordstrom utilizes the retail positioning strategy to make a customer feel more high-end and
There were a variety of products examined throughout this research task. They all differed in quality, size and prices from each other. Multiple stores were visited to compare the characteristics of these goods. The data that was collected
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.
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
Often, people come back because they like the place, and it is the convenience for them. Finally, the data from anthropologists’ study are helping the retailers improve their business performance. The product will catch customers’ attention because they know exactly where to put it. That leads to more product sales and more money being generated.
The aim of the study was to understand consumer behavior with respect to traditional Indian apparels (ethnic apparel) and investigate the factors contributing towards purchase of ethnic apparel. This would bring an insight on the key factors affecting purchase decision of customers which may be used for marketing & selling of ethnic apparel. A clear understanding of factors influencing purchase intention of traditional Indian apparels will help the marketer to attract and maintain their target consumer group. The study throws light on various features that the manufacturers should concentrate on to attract the prospective buyers.
The survey offers insight into shopper partiality toward each store identifying the general attitude for the respondents toward each shopping area. Survey results were captured through a telephone based survey of 150 local residents conducted by the Archimedes Group, Indiana, PA (Weiers, 2008).
Thirdly, the company is committed to delivering superior quality of products and services. It earned a reputation of a convenient and reliable brand that offers the lowest prices, one of the fastest and lowest shipping, widest selection of goods, and many additional features with its services.
4. Hale, Todd. “Understanding the Wal-Mart Shopper.” Nielson Trends & Insights: Page 1. 10/19/2008 http://www2.acnielsen.com/pubs/2004_q1_ci_walmart.shtml
In a simple way, the retailer needs to create a warm, friendly and an approachable retail space to attract consumers.The visual displays is an imperative element of branding of any store. If the stock is presentable, it is bound to appeal to the shoppers. If the shoppers appreciate the store layout and product, they are likely to spend more time in the store, and in return reward the store with sales. Along with the products for sales, the staff, the décor, the store interiors, the trial rooms arrangement, the lightings and music also form an inclusive elements boosting store sales. (fibre2fashion, 2008)