The impact of store atmospherics and store layout on customer behavior in a hardware store retail setting : case: do-it-yourself store
Comprehensive apprehension of retail establishment’s atmosphere’s effects on its cus-tomers’ overall perceptions of the store and thus purchasing behavior is an essential goal for any retailer, yet the previous marketing literature has converged on understanding the shopping environments of mostly malls, grocery stores, furniture stores and clothing stores. A window was left open for construing a wholly different shopping environment; DIY (do-it-yourself)/ hardware/ home improvement store.
Shopping environment studies rely largely on environmental psychology theories in their attempts of deciphering the effects of environment on individuals. This study is fundamentally similar in nature, by exploiting an application of stimulus-organism-response paradigm to retail context. Understanding how the stimuli (components of sur-rounding environment) affect the organisms (customers) and ultimately their responses (customers’ purchase behavior) are at the core of this study. This study attempts to iden-tify the current stimuli’s effects and to find possible nodes for development. Moreover, this study sheds light upon typical DIY-store customers’; shopping motives and goals, store atmospherics’ (i.e. layout design, human variables, general interior) effects on cus-tomers’ shopping paths, impulse buying, satisfaction and general perceptions of the store. To compile the vast stream of studies around the topic, a framework of re-applied S-O-R model is presented and thus tested in a Kodin Terra DIY store. Semi-structured customer interviews and direct observation of shopper movement were applied to explicate these phenomena.
The results reveal the similarities and contrasts with the existing literature, yet en-countering the same problems as many of the previous studies do, i.e. the issue of gen-eralizability of the results. However, the results bring about practical solutions for en-hancing the shopping experience in Finnish hardware retailing sector, and in the select-ed case company especially.
...
Asiasanat
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Pro gradu -tutkielmat [28130]
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland
Makkonen, Markus; Frank, Lauri; Paananen, Tiina; Holkkola, Matilda; Kemppainen, Tiina (University of Maribor, 2023)Although omnichannel retailing has emerged as a popular research topic in academic research, there are still gaps in our understanding of this phenomenon. One such gap concerns omnichannel customer experience and particularly ... -
The science of shopping : leveraging in-store analytics and shopper marketing in a "phygital" paradigm
Presley, Matthew (2021)In-store analytics is a growing phenomenon where new technologies and digital solutions are emerging to help retailers answer a simple question - what is actually happening within their retail environment/s and how are ... -
Reinforcement of brand relationships in an omnichannel environment : a qualitative study on clothing shopping
Paananen, Tiina; Kemppainen, Tiina; Frank, Lauri; Holkkola, Matilda; Mali, Eveliina (Association for Information Systems, 2022)Today’s brands operate in an omnichannel environment consisting of different online and offline channels where the brand can be experienced. This qualitative study investigates brand relationship reinforcement in the ... -
A comparative analysis of impulse buying strategies : case study of an online women apparel store
Malik, Anam (2019)This paper presents a statistical analysis of different strategies that are used commonly by ecommerce companies to trigger impulse purchasing. The goal of the study is to offer insights to marketers and entrepreneurs as ... -
Exploring positive online customer experience formation : a study of food waste shoppers
Kemppainen, Tiina; Frank, Lauri (Association for Information Systems, 2022)This qualitative study investigates the formation of positive online customer experiences in the context of online grocery shopping. This study analyzes customers’ written descriptions of the causes of their positive ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.