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dc.contributor.advisorKarjaluoto, Heikki.
dc.contributor.advisorMunnukka, Juha.
dc.contributor.authorSkottman, Timo
dc.date.accessioned2015-02-05T15:49:25Z
dc.date.available2015-02-05T15:49:25Z
dc.date.issued2015
dc.identifier.otheroai:jykdok.linneanet.fi:1465884
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/45249
dc.description.abstractComprehensive 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.en
dc.format.extent1 verkkoaineisto (86 sivua)
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.otherStore atmospherics
dc.subject.otherin-store marketing
dc.subject.otherstore layout
dc.subject.otherpath data
dc.subject.othercustomer move-ment
dc.subject.othercustomer behavior
dc.subject.otherimpulse buying
dc.subject.otherhardware store
dc.subject.otherretail
dc.titleThe impact of store atmospherics and store layout on customer behavior in a hardware store retail setting : case: do-it-yourself store
dc.identifier.urnURN:NBN:fi:jyu-201502051259
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.date.updated2015-02-05T15:49:25Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysorautakaupat
dc.subject.ysomarkkinointi
dc.subject.ysoostaminen
dc.subject.ysoostokäyttäytyminen
dc.subject.ysoilmapiiri
dc.subject.ysovähittäiskauppa


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