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BUYER BEHAVIOR
INTRODUCTION
Retail is one of the fastest growing sectors
As per Kotler consumers respond to the ‘total product’
Atmospherics stimulate customers perceptual and
emotional responses
Visual communications
Lighting
Music
Study focus on Apparel Store
Max
Shopper’s Stop
RESEARCH DESIGN
Casual Study
problem statement is well defined
individual elements were pre-decided
Information Needs
Component 1: Different elements that were inclusive in
making the atmospherics
Component 2: Selection of two different retail
environments in same location
Component 3: Measuring the experience of the consumer in
the retail environment on different atmospheric parameters
LITERATURE REVIEW
Based on the review we shortlisted important factors under
Store atmospherics
Service
Layout
Learning's from the review
The research points out that music has a significant effect on the intentions to
shop in garment stores.
Environmental factors of ambience, design and layout have a significant
effect on the shopping behaviour
Atmospheric variables like lighting, aroma, aesthetics, service availability and
pleasantness, helpfulness of the staff are key parameters
There is a level of expectations set depending on the type of the garment store
DATA COLLECTION
Primary research
Conducted in
Max
Shopper’s Stop
Scaling Techniques
Nominal
Interval
Continuous
Questionnaire
Included demographic variables
Likert Scale used for rating of attributes
Sampling
Simple random sampling
Age group from 17-50
RESEARCH METHODOLOGY
Two Stores Selected for conducting Survey
MAX
Shopper’s Stop
MAX – Landmark Group – Store Label brands
Shopper’s Stop – Private Label brands
Survey
5 dependent variables – store familiarity, liking, time spent, amount
of purchase and enjoyable shopping experience
Multiple independent variables
Atmospherics – Music, Lighting, Display, Layout, etc
Service – Friendly, Helpful salesmen
RESULTS & FINDINGS
Atmospherics
Shopper’s Stop
MAX
Organized Layout & Display attracts
Fast checkout – Most Important
more shoppers
criteria
Lighting, Music and Ease of finding
Lighting & Display – Important for
Items – Relate to Time Spent and
shoppers to like the store
Amount of Purchase made
Familiarity not high with the store
Familiarity High with the store
RESULTS AND FINDINGS
Service Level
Factors/Store Shopper’s Stop MAX
Store Familiarity Friendly Salesman Friendly Salesmen
Store Liking No. of Salesmen in the Friendly Salesmen
store
Helpful Salesmen
Helpful Salesmen
Time Spent in Store No. of Salesmen No. of Salesmen
Friendly Salesmen
THANK YOU