The Impact Of A Store Environment On Consumer Behaviour Case Study

The impact of a stores environment on consumer behaviour

Introduction

For decades, marketers have attempted to find a significant link between why customers prefer particular stores or brands, and why they frequent these establishments more than others, it can be said that the product itself is not the sole factor to be taken into consideration. It is also, where the product is purchased that affects the sales of the product.

Only decades ago, it was the producers in the market who were in control of the market and the markets demand. while Its safe to say the power has been shifted significantly throughout the years, the factors that influence consumer behaviour, how these factors are utilized and the impression given to customers regarding

In order for a store to create a positive environment in which customers are comfortable and therefore more likely to purchase more, the store must appeal to all the senses, creating a positive relationship between the customer and the store. Moreover, the lighting can also be crucial. While the tore itself must have adequate lighting, the products must also be placed in places which are ascetically appealing. When considering the lighting of a store, it can be different for each type of store, in retail stores, deep colours are rarely used as it does not showcase products well. On the other hand however, too bright lights may make customers uncomfortable, and so the lighting used must be appropriate for the use of the store.

Firstly, atmosphere created by the music played in a store can greatly affect the customers emotions, slow and relaxed music is known to have a positive effect as customers tend to not only linger in the store longer than needed, but also spend more. (Milliman, 1982). In addition to this, when customers are exposed to music they recognize, they believed they were in the store a lot longer than they actually were (Yalch and Spangenberg