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
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
“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
When looking at the general attitude of shoppers toward each of the three shopping areas, several important facts are needed to prepare the results. The average response or mean, the size of the sample of our population and clarification on the level of confidence acceptable to the end user of the survey all cont...
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
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
The Wal-Mart stores had six different environmental analyses that are been given in this case study. They are some other major facts that are listed and can be listed under this general environment analysis. The first factor is economic factors Wal-Mart are having different economic conditions in tim...
Retail stores consider many factors when designing the store to assist with maximizing the experience that the customer will encounter. The average customer has no idea that the store places such amount of thought into the setup and design layout. Everything from the merchandise displays to the locations of certain departments are designed to increase the revenue and success of the store. The target market for the retail store is classified as the type of customer that will contribute to the success and can evolve over time if the store is experiencing difficult times. The ability to be fluid in decision-making is required because change is constant with any customer driven business. The majority of retail customers desire the convenience of knowing that they are getting their money’s
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
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.
For durable and luxurious goods when deciding to buy these products, price is one of the most important factors to be considered as the price of these products are high. Therefore, people will compare the price among various shops and purchase from the shore that offers the best deal at the same quality.
Environment and the people giving service at that have an effect on customer to make a decision on buying the product.
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)
Clothing & Footwear: With the heavy shift in the reliance of consumers towards e-retailers there is a seeming margin of people looking out for catchy deals and discounts online but majority end up buying from the store because of the unavailability of a texture feel and colour credibility online. Out of all the people interviewed 52% people said to research the clothing and footwear products online while 40% of the total buy online. This behaviour clearly states that the buyer even after full catalogue availability online still wants to research online for any new fashion trends. Of the 52% researching online 31% use PC, 12% use mobile and 9% use tablet as the medium of their research. A similar scenario is followed by the ones those buy online as 24% use PC, 9% use mobile and 7% use tablet as the medium for buying.
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.
Places such as coffee shops and lounges have been included in the structures of these malls to give consumers a more comfortable feeling of relaxation. Instead of shopping and leaving people are more enticed to sit back and relax. Enjoying a meal and a cup of coffee while shopping has become a time consuming yet enjoyable process for most shoppers. It's suggested that the longer a person stays the more money they are bound to spend. Mall managers and scientist are not attempting to manipulate the consumer but more so enhance their shopping experience. There's also a sense of creativity and connectivity found in calming environments such as coffee shops that establishments like shopping malls are trying to bring to the shopping