INFLUENCE OF STORE AMBIANCE ON CONSUMERS IMPULSE BUYING

BEHAVIOR IN SELECTED CITIES OF CAVITE

Undergraduate Thesis
Submitted to the Faculty of the
College of Economics, Management, and Development Studies
Cavite State University
Indang, Cavite

In partial fulfillment
of the requirements for the degree
Bachelor of Science in Business Management
Major in Marketing Management

MARY GRACE A. ALBA

MAY ANN C. CAPATOY
GLENN R. SANGANGBAYAN
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INFLUENCE OF STORE AMBIANCE ON CONSUMERS IMPULSE

BUYING BEHAVIOR IN SELECTED CITIES OF CAVITE

Mary Grace A. Alba

May Ann C. Capatoy
Glenn R. Sangangbayan

An undergraduate thesis submitted to the faculty of the Department of Management,

College of Economics, Management and Development Studies, Cavite State University,
Indang, Cavite in partial fulfillment of the requirements for the degree of Bachelor of
Science in Business Management Major in Marketing Management with Contribution
No. ___________________. Prepared under the supervision of Ms. Grasya Tibayan.

INTRODUCTION

One of the most recent advances in business thinking is the recognition that

people, in their purchase decision making, respond to more than simply the tangible

products or service being offered. This challenge comes from many stores offering

similar products at competitive prices. Many retail locations are adjusting in order to

compete for consumers’ attention. Store ambiance plays a very vital role in enhancing

customer‘s shopping experience (Gowrishankkar V, 2017).

Nowadays, an attractive store ambiance is essential in encouraging customers to

buy products. The retailers are not providing products and services to the customers but

they are offering a whole shopping experience to the customers. Store ambience is

effective when they induce customers to buy again and again, and creates a strong brand

image in the mind of the customers.

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There is no question in choosing good ambiance do play an important part in the

business. The retailers should be aware of the fact that shoppers’ buying behavior can

result from their shopping plans that were made before they enter the store or their

impulse decisions that were made when they are in the store. This means that shoppers

sometimes have no intention to make a purchase before they enter the store, but they are

stimulated by certain store factors to make an impulse purchase in the retail environment.

The boundaries of clothing industry are significantly expanding. The fast

changing dynamics of the clothing retail industry forces retailers react as quickly as

possible to meet those consumers’ needs and wants (Zeynep & Nilgun, 2011). Due to this

contemporary market trend, retailers try to build up attractive shopping experience to

entice and retain customers as well as beat all their rivals.

Impulse buying has always been considered as an important topic in consumer

buying decisions. When buyers purchase a product or service without a plan such

instances of purchase are known as impulse buying. The evolution of the marketing

sector’s literature shows that several researchers have realized the importance of physical

and psychological motivation in spurring the consumers’ purchase decision including

environmental psychology, service space, the study of shelf space, and a fairly new term

called atmospherics (Hosseini & Jayashree, 2014). In particular, the design of the store

setting can influence consumers and be used as an important marketing strategy. This

study examines the behavioral effects of the ambiance of the store on consumers’ buying

behavior. Therefore, this study will investigate the collective impact of all ambient cues

such as temperature, lighting, noise, music, and ambient scent at one point in time.
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Statement of the Problem

In the modern day retailing the customers are giving more importance to the store

ambience. It is becoming necessary for the retailers to give customer experience to the

customers, in order to get large number of walk-ins inside the store. The customer will

become loyal to the store only if the retail gives them a good shopping experience.

Generally, the research aims to determine the influence of store ambiance

conditions on consumers’ impulse buying behavior.

Specifically, the study aims to answer the following questions:

1. What is the socio-demographic profile of the respondents?

2. What is the influence of the different store ambiance indicator on supermarket as

perceived by the respondents?

3. What is the level of impulse buying behavior of the respondents?

4. Is there a significant relationship between impulse buying behavior and socio-

demographic profile of the respondents in terms of:

a. sex;

b. age;

c. civil status;

d. monthly net income;

5. Is there a significant influence of store ambiance indicators to the impulse buying

behavior of the respondents in terms of:

a. visual;

b. aural;

c. tactile;
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d. olfactory;

6. Which of the store ambiance indicator greatly influence the impulse buying behavior

of the respondents?

Objectives of the Study

Generally, the research aims to determine the influence of store ambiance

conditions on consumers’ impulse buying behavior.

Specifically, the study aims to determine:

1. the socio-demographic profile of the respondents?

2. the influence of the different store ambiance indicator on supermarket as perceived by

the respondents?

3. the level of impulse buying behavior of the respondents?

4. the significant relationship between impulse buying behavior and socio- demographic

profile of the respondents in terms of:

a. sex;

b. age;

c. civil status;

d. monthly net income;

5. the significant influence of store ambiance indicators to the impulse buying behavior

of the respondents in terms of:

a. visual;

b. aural;

c. tactile;

d. olfactory;
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6. which of the store ambiance indicator greatly influence the impulse buying behavior

of the respondents.

Hypothesis

The following hypotheses are construct based on the objectives:

HO1. Socio-demographic profile has no significant influence to the impulse

buying behavior of the respondents.

HO2. Store ambiance indicator has no significant influence to the impulse buying

behavior of the respondents.

Significance of the Study

The study will be conducted to provide knowledge to the reader and to have better

understanding regarding influence of store ambiance on consumers’ impulse buying

behavior in supermarkets in selected cities of Cavite.

Though this study, the retailers will be able to understand the customer’s

evaluation and perspective towards them, and to know the things that they should

improve and develop to have better relationship with the customers. This study may

likewise help the retailers in having a deeper understanding about the factors responsible

for impulsive buying and based on that they can develop marketing strategies which will

help them to increase the sales and footfalls.

In this study, shoppers will be benefiting as well. Since the research aims to know

the influence of store ambiance on consumers’ impulse buying behavior, this research

will help the consumers to find a nice place where they can spend time in shopping and

relaxing at the same time.

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The contribution of this study in the field of Marketing, especially to sensory

marketing is to give importance and understanding to store ambiance. It will provide a

complete experience. For this reason, it stands out as a uniquely interactive way to win

audience attention.

And for the future researchers, this study may encourage the other researchers to

make further studies in the future, which will serve as a valuable source of information.

Time and Place of the Study

The study will be conducted from January to June 2018. This will be conducted at

selected Cities in Cavite namely: Dasmariñas City, Generel Trias City, Trece Martires

City and Tagaytay City.

Scope and Limitation of the Study

The survey will focus only on the influence of store ambiance on consumers’

impulse buying behavior as well as their opinions and insights about the ambiance of the

store. On the other hand, this study will directly be conducted at selected supermarket in

cities of Cavite namely: Savemore Supermarket- Tagaytay City, WalterMart- Trece

Martires City, Robinson Supermarket- General Trias City, Puregold Supermarket- Trece

Martires and SM Supermarket- Dasmariñas City.

Include in this study will be the indicators such as visual, aural, olfactory, and

tactile in order to measure the ambiance condition of the supermarket. In addition, pure,

reminder, suggestion, and planned will be used to measure the impulse buying of the

respondents.
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Definitions of Terms

Ambiance. Look and feel of a place (mall, restaurant, tourist destination, etc.)

that evokes a unique atmosphere or mood and makes it 'sticky' (compels people to come

and stay around).

Atmosphere. Atmosphere in marketing is a term used to describe the conscious

design of an area in order to create a desired effect on consumers. It is the effort to design

a shopping environment that produces emotional effects on the individual in order to

increase their likelihood of purchase (Kotler, 1973)

Aural/ Auditory atmospheric. Distinguished by physical properties (volume,

pitch, rhythm, tempo), emotional tone (positive, negative), and customer liking of

elements determining the influence of music and sound (Kotler, 1974).

Consumer. It is a purchaser of a good or service in retail, an end user, and not

necessarily a purchaser, in the distribution chain of a good or service.

Consumer behavior. It is the study of individuals, groups, or organizations and

the processes they use to select, secure, use, and dispose of products, services,

experiences, or ideas to satisfy their needs and wants.

Impulse Buying. It describes the purchases which the shopper makes without pre

shopping intentions, either to buy specific product or to fulfill a specific buying task. This

occurs when a consumer experiences the sudden, often powerful and persistent, urge to

buy something immediately.

Impulse Buying Behavior. This refers to the sudden urge of the customers to

make unplanned purchase after seeing the product in the retail outlet. This can be of
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different types. Pure impulse buying, reminder impulse buying, suggestion impulse

buying and planned impulse buying.

Olfactory atmospheric. Refers to ambient scent and fragrance.

Sense. Any of the faculties, as sight, hearing, smell, taste, or touch, by which

humans and animals perceive stimuli originating from outside or inside the body.

Supermarket. A store where customers can buy a variety of foods and usually

household items.

Tactile atmospheric. Tactile atmospherics can be described in terms of the

sensory-discriminative qualities of softness, smoothness, and temperature (Kotler, 1974)

Visual atmospheric. Kotler (1974) regarded visual atmospherics in terms of the

color, brightness, size, and shape of a retail space.

Conceptual Framework

The figure shows the different variables that outlines the arrangement in which

the problem is to be investigated. The study need to determine the influence of store

ambiance on customer impulse buying behavior in selected cities of Cavite.

The independent variables are the socio-demographic profile of the respondents

and the store ambiance indicators. The dependent variable, on the other hand is impulse

buying behavior of the respondents.

The socio-demographic profile of the respondents is taken into consideration in

the study. This includes: age, sex, civil status, and monthly income. These variables can

have a significant relationship between impulse buying behavior.

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The store ambiance indicator and socio-demographic profile of the respondents

including age, sex, civil status and monthly income is taken into consideration in the

study. These variables can have an intervening influence on customers’ impulse buying

behavior.

The conceptual framework illustrates how the store ambiance indicators influence

to customers’ impulse buying behavior. This study focuses on assessing how these

variables relate to each other in order to establish the positive relationship between

ambiance indicator and customers’ impulse buying behavior.

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INDEPENDENT VARIABLE DEPENDENT VARIABLES

Socio-Demographic Profile
Gender
Age
Civil Status
Monthly Income

Impulse Buying
Behavior

Store Ambiance Indicator

Aural

Visual

Olfactory

Tactile
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Figure 1. Conceptual framework of the study

REVIEW OF RELATED LITERATURE

This chapter presents and discussed the important concepts, theories, ideas that

are relevant to this research. The review of related literature will provide the researcher

the necessary background and applicable strategy with depth and meaning with the

present research.

Brief History of Supermarket

Chain grocery retailing was a phenomenon that took off around in the beginning

of the twentieth century in the United States, with the Great Atlantic and Pacific Tea

Company (1859) and other small, regional players. Clarence Saunders opened the first

Piggly Wiggly on Sept. 11, 1916 in Memphis -- pioneered a self-service model that was

drastically different from the way things had long been done. At an old-style grocery,

customers would just pass a grocery list to a clerk, who would put items together for

shoppers in one bag. Saunders redesigned food shopping in order to appeal to how

customers shopped. Piggly Wiggly also introduced shopping baskets, price-marked items,

employees in uniform and the supermarket franchise model.

In 1930, Michael Cullen, a former executive of both Kroger and A&P, opened his

first King Kullen store, widely cited as America’s first but the opening dates suggest

Piggly Wiggly was, in fact, the original. King Kullen was located in a warehouse on the
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fringes of New York City, and offered ample free parking and additional concessions in a

bazaar-like atmosphere.

By the 1950s, the transition to supermarkets was largely complete, and the

migration to suburban locations begins. The 1950s and 1960s were seen as the golden

age of the supermarket, with bright new stores opening on a regular basis. Standardized

designs, in use since the 1930s and 1940s, were refined and modernized, creating

instantly recognizable and iconic buildings.

Putting up a supermarket has become harder these days if you're a small business

even as the industry is getting stronger. The structure of the Philippine retail food

industry has undergone a number of changes in recent decades. Large food retailers,

particularly supermarkets, continue to grow faster than small food retailers do. Grocery

retailer remains as the major source of food and household consumables, players strive to

adapt to consumers’ needs by opening stores in a more accessible locations and

increasing their presence in underserved markets.

Impulse Buying Behavior

Impulse buying or impulse purchase is where the decision to buy a product is

made just a moment before the actual purchase is done and is not pre-planned. Impulse

buying happens because of an emotional or psychological trigger which entices a

customer to make a spontaneous purchase to fulfill an urge. Impulsive buying is a spur-

of-the-moment purchase in which the customer does not do any research or planning

before buying and simply buys the product which did not intend to buy in the first place.

Over the years, people tend to focus only on the product functions, features and

attributes. Today, people respond to the total product that includes services, warranties,
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packaging, advertising, images and other features that accompany the products (Kotler,

2011). A pleasant store ambiance is one of the elements that is highly demanded. An

attractive and impressive atmosphere of retail outlets creates an enjoyable experience

among the consumers which affects the consumer’s emotions and decision making

process (Srinivasan & Srivastava, 2010).

Many researchers conducted their studies about the effect of store atmosphere on

consumers’ impulse buying. According to study Sangalang (2017) about the factors

influencing consumers’ impulse buying behavior show that in-store atmosphere does not

significantly influence the consumers’ impulse buying behavior. Still, the study suggests

that store atmosphere somehow influences impulsive buying behavior in such way that

pleasant store atmosphere stimulates impulsive buying of consumers.

According to Sharma (2017), store ambiance factors draw attention of shoppers

and make them enter the store for buying the merchandise available in the store. All these

ambience factors have a strong impact on the likelihood of the shoppers because these

factors puts a psychological impact on the mind of the customer make them relaxed and

happy and pushes them for spending more time in the store which ultimately increases

the footfall in the store and leads to increase in sales due to un intended buying. However,

According to Jiang & Liu (2014) store ambiance factor can lead to shoppers’ positive

emotions. But the positive feelings are generally not strong enough to stimulate the

shoppers to make impulse purchases. Instead, the positive emotions that result from

these factors can lead to shoppers’ approach behavior such as spending more time

shopping in the store and taking positive attitudes to the store and its products.
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From previous studies, researchers found that store atmosphere is a critical issue

for today’s fast moving trend. To make it easier on differentiating each store (Zeynep &

Nilgun, 2011), retailers try to create an attractive store atmosphere by using different

combination of various stimuli. For this study, the researchers try to use all the sensory

channel such as visual, aural, tactile, and olfactory to interpret its effect on customer

impulse buying behavior. By considering different types of sensory channel, it would be

more accurate to predict and control consumers’ buying behavior.

The study of Sangalang (2017); Sharma (2017); and Jiang & Liu (2014) have

shown different result. These may be not accurate and reliable to this study because it

came from different country. However, the researchers want to know if the store

ambiance can affect in the increase on sales due to unintended buying or the store

ambiance can only effect on customers emotions which is positive emotion that can lead

to shoppers’ approach behavior such as spending more time in shopping and taking

positive attitudes to the store and its products. Examining this contradiction can help store

managers improve the shopping experience for customer because the managers know

what to focus on and what is valuable for customers regarding the store atmosphere.

Few researches regarding to this study were done based on Philippines’ retailing

industry. Many researchers did their studies using the retailing industries of foreign

countries such as India and United States. Besides, they seldom specify the type of

retailing industry they investigated. When local retailers apply the results of those studies,

sometimes it might be inaccurate and inappropriate to adopt into each particular type of

retailing industry in Philippines. Therefore, the researchers would like to study in depth

on this area based on Philippines’ clothing retail industry.

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Table 1. Definitions of impulse buying over time

Author Year Definition
Clover 1950 A act of unplanned buying without

any consideration
Stern 1962 Sudden urge to buy
Rook, Rook and Fisher 1987 & 1995 A sudden urge to buy something is

backed up by an unplanned act of

buying
Hoch and Loewenstein 1991 If the person is not passionate, there

Kacen and Lee 2002 will be inconsistent buying

A subjective bias leads to the

possession of something
Zhou and Wong 2003 A sudden desire to buy something

is

triggered within the consumer. This

sudden desire becomes persistent

and the consumer immediately buys

it
Vohs and Faber 2007 A buying choice, which is

influenced by emotions, makes a

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sudden urge
Xiao and Nicholson 2013 An external stimulus leads to the

feeling of regret or happiness by

Table 1. Continued…

making an unplanned and sudden

act of buying

Source: Abbas and Bashir (2015:468)

Stern (1962) sorted impulse buying behavior into four distinctive categories: Pure

impulse buying is the most easily distinguish kind of impulse buying. This is truly

impulsive buying; novelty or escape purchase that breaks the normal buying pattern

pertaining to consumer buying process or there is no decision prior to shopping.

Reminder impulse buying occurs when shopper sees an item or recalls an advertisement

or other information and remembers that the stock at home is low or exhausted.

Suggestion impulse buying happens when a shopper sees a product for the first time and

visualizes a need for it and will make a purchase even without previous knowledge or

prior experience with the product. Planned impulse buying may seem anomalous but it is

accurate. It takes place when a shopper makes specific purchase decisions on the basis of

price specials, discounts offers, and the like.

Process of Impulse Buying

The impulse buying process starts with product awareness. Impulse buyers begin

browsing without having an intention to purchase a certain item or visiting a certain store.

As consumers browse, they are exposed to the stimuli, which triggers customers’ urge to
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buy on impulse. When impulse buyers feel the desire to buy, they make a purchase

decision without searching for information or evaluating alternatives. Then, consumers

may experience positive or negative consequences by the post-purchase evaluation after

the purchase on impulse. In this process, consumers are influenced by internal

(mood/need/desire, hedonic pleasure, cognitive/affective evaluation) and external factors

(visual merchandising, window display, in-store form display, floor merchandising,

promotional signage) that trigger their impulse purchase behavior. These factors provide

information regarding new products, fashion trends or coordination tips. (Kim, 2003)

External Factors/Cues:
Internal Factors/Cues:
Visual Merchandising
Mood/Need/Desire
Window Display
Hedonic Pleasure
In-store Form Display
Cognitive/Affective
Floor Merchandising
Evaluation
Promotional Signage

Impulse Purchasing Process

Browsing Post-
Create Purchase
(Product purchase
Desire Decision
Awareness) Evaluation

Figure 2. A model of Impulse Purchasing Process (Kim, 2003 as adapted from Churchill
& Peter, 1998
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(Muruganantham & Bhakat, 2013) proposed a model which explained the impact

of four main factors on impulse buying behavior. These factors include external factors,

internal factors, situational factors, demographics and socio cultural factors. External

factors can be defined as store related factors used by retailers to stimulate the impulse

behavior whereas internal factors represent the emotions, mood, shopping enjoyment and

feelings of customers. Situational factors include availability of time, money and

presence of close friends or relatives whose advices are most likely to influence on

impulse buying. Age, gender and culture can be attributed to demographic factors

influencing impulse buying behavior of consumers.

External factors, such as store characteristics (store layout, window display, sales

promotions and store atmosphere) have been one of the crucial points for discussion for

many years among the many researchers: Tinnie, 2010; Zhuang, 2006, Yarahmadi, 2011;

Mohan 2013 who investigated the process of consumer impulse buying. The importance

of store characteristics is always under the consideration of retailers since retailers use

these characteristics as marketing tools to influence on consumer buying (Nishanov and

Ahunjonov, 2016).

People in different genders tend to have different shopping behavioral responses

and women are prone to impulse buying more than men do (Priyanka & Rooble, 2012).

(Ghani et al., 2011) found the reverse effect where men shop more impulsively than
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women. Researchers observed the high commonality and frequency of the impulse

buying behavior from consumers aging from 18 to 39, and become descending thereafter.

Socio-demographic factor

Consumers needs and wants change with age. Companies’ use age segmentation,

offering different products or using different marketing approaches for different age

groups (Kotler and Armstrong, 2010). Accordingly this study had three age categories,

10-19, 20-29, and 30 and above.

Man and woman behave differently, they want different products and they are

likely to have different ways of liking and obtaining these. Gender has an important role

in consumer behaviors. Because the differences between men and women about

expectation, want, need, lifestyle, etc. reflects to their consumption behaviors (Swarma,

2012). For instance, studies have revealed that gender, education, income and age

differentiate the consumers’ information search process (Lee, 2005).

The impulse buying is perceived as having greater chance for the consumers who

can afford it. Income has the strongest impact on impulse buying behavior. The

consumers with higher income level are less sensitive compared to consumers with lower

income. (Asinya, Ekeng, & Lifu 2012).

Store Atmosphere

Retailers are known to design store environments in a manner that will enhance

consumers’ positive feelings, under the assumption that this will lead to desired consumer

behaviors, such as a higher willingness to purchase or stay in the store for longer. The
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importance of store environment in enhancing the shopping experiences of consumers

has long been appreciated. One of the important things that companies need to develop is

to create a strong positive atmosphere to sustained competitive advantage. Birtwisle and

Shearer (2009), has stated that research about the store atmosphere has allowed retailers

to create a positioning strategies, develop a store image and enabled them to differentiate

their stores in terms of the products and services they offer.

According to Levy and Weitz (2009), store atmosphere is referred as the attribute

that aims to intensify the store environment with the combination of different cues such

as lighting, color, background music, layout, space, design and scent. The store

atmosphere seems able to affect customer feeling and experiences. Customers perceived

that they would be more likely to come a store that have more in-store displays together

with high graphics dimension and user friendly meaning (Mitchell & Oppewal, 2009).

In addition, Kotler (1974) was the first one that used the “atmosphere” term

described it as the design of store environment that can stimulate buyers’ emotions and

ultimately affect their purchase behavior. The atmosphere of a particular set of

surroundings is describable in sensory terms. The main sensory channels for atmosphere

are sight, sound, scent, and touch. Specifically, the main visual dimension of an

atmosphere are color, brightness, size, and shape. The main aural dimensions of an

atmosphere are volume and pitch. The main olfactory dimensions of an atmosphere are

scent and freshness. The main tactile dimensions of an atmosphere are softness,

smoothness, and temperature.

Store Ambiance
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The store atmosphere or also known as a store ambience plays a very vital role in

enhancing the customer’s shopping experience. People are more likely to be in good

atmosphere, which in retail called as the store ambience. The store ambience is an

environment that is created by visual communications, lighting, music, colors etc., to

generate a stimulus among the customer’s perceptions and emotions that will affect their

purchasing behavior. The store atmosphere is about having a look and an environment

that suits the target market and invites consumer for purchase.

Customers in the past tend to focus only on the product attributes, features and

their functions, but now due to invent of information technology, more exposure and high

educational level, the customers not only want to purchase the products and services but

they want also to experience the whole purchasing process which includes entertainment

part also and this is what the retail stores are pursuing nowadays. Retailers of this century

are not providing products and services to the customers but they are offering a whole

shopping experience to the customers.

Store Ambience is all about the looks and the feeling of a place that evokes a

unique atmosphere or mood of customers and makes it sticky in which compels people to

come and stay around.

Store Ambiance relates to non-visual elements of a store’s environment like

lighting, smell or scent, temperature, noise, and music (Tlapana, 2009). These factors

have also been found to influence people’s behavior. The store ambience is designed to

make shopping easy and also to give a comfortable feeling. It enhances the shopping

experience by assisting the shoppers what they want from an assortment of products in

the store. To create a favorable mindset of the consumer towards the store image and
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store position it is important to have an ambience that has the potential to make the

shopping pleasurable by forgetting the bitterness of heavy prices to be paid for expensive

products in the stores.

With the growing trend of modernization, architects are designing stimulating

storefronts and interiors that create an impression of distinctiveness. It helps satisfying

the customers and to create a warm welcoming feeling which will certainly enhance a

customer’s mood and improve the chances of turning a single sale into a long term

relationship. It is incredible to make a sale but it is so much more profitable to keep the

customer satisfied thus making developing customer loyalty. Store ambience also assists

in enhancing the brand value of the various products. It helps to increase consumer

footfalls and provokes them for repeated purchases. It is possible to attract the customers

using the right mix of elements of store ambience.

A good ambience is also required to facilitate the browsing process for products,

which need to be touched and felt before being chosen like clothes. Store ambience acts

as a promotion tool used to communicate the store’s image. An attractive store ambience

is just like an icing with cherries on the cake. A striking store ambience draws the

attention of the customer and enables him to take purchase decision within shortest

possible time, and thus enhancing the selling process. The shoppers which comprise

mostly of the youth desire a comfortable store, so that they can stay for longer on each

visit. Shoppers would tend to buy at a leisurely pace in such stores. The store ambience is

responsible to create a difference between a forgetful transaction and a memorable retail

experience.

Store Layout
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Products in the retail chain outlets should be displayed in such a way that attracts

the consumers. Customers tend to purchase more unplanned purchases if customers are

exposed to more aisles due to a layout that encourages customers to walk more aisles

which exposes them to many products (Inman, Winer, & Ferraro, 2009). The display can

be defined as grouping of products, shelf Space, and allocation of floor space, department

allocation and wall decorations. Layout is defined as division of selling area, space

utilized and arrangement of products (Banat & Wandebori, 2012).

A store layout is the design in which a store’s interior is set up. Store layouts are

well thought out to provide the best exposure possible. They are designed to create an

attractive image for consumers.

A store’s layout displays the overall image of the store and creates the perception

that customers have about the store’s environment. The image of the store not only

attracts customers, but it also causes them to purchase goods while shopping there. Store

layout needs to guide the customer silently about where he or she wants to go and for

exposing him or her to entire store offering. It should entice the customers to move

around the store to purchase more merchandise than they may have originally planned.

The simplest type of store layout is a free flow layout, in which fixtures and

merchandise are grouped into free flowing pattern on the sales floor. Customers

encouraged to flow freely through all the fixtures.

Store design should attract customers, enable them to locate merchandise, keep

them in the store for as long time, motivate them to make unplanned impulse purchase

and provide them with a satisfied customer experience. Design is consistent and
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reinforced the retailer’s strategy by meeting the needs of the target market and building a

competitive advantage.

People designing the layout of a store try to utilize the space they have in the most

efficient manner. This includes the ability to display as many goods as possible, avoid

shrinkage and stimulate customers to make purchases. This also includes allocating

enough space for storage purposes.

Store Lighting

Lighting in a retail store is a factor that a consumer doesn’t realize. However, this

makes an impact on their purchase intentions within stores due to its subtle presence

(Schielke 2015). Lighting is used in a store to highlight the particular products and

features that companies want consumers’ attention to be drawn to (Custers 2010,

Schielke 2015). Also, lighting is used to attract customers to enter their stores rather than

their competitors (Erasmus 2013).

Store lighting helps the products to be highlighted that is placed overhead to shine

the product in order to draw a consumer attention. This allows retail stores to be able to

showcase their products by highlighting them in a way that would make customers think

well than that of a similar product offered by competitor’s store (Erasmus 2013, Schielke

2015). Retail outlets use this feature to draw attention to the customers that gives an

advantage that would increase consumer satisfaction and purchase intention (Hasan 2015,

Sachdeva 2015).
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According to Vaccaro (2008), proper use of light is another method to attract

customer attention on specific products, capture certain experience and also hide any

retail weakness and error. Occasionally, hiding some parts of store to ensure those the

dark areas are a strategy to maintain good store image. In fact, store lighting can

influence the consumers’ perception, emotion, coziness and experience of store image

(Banat, 2012). Besides, lighting also can give impact on consumer’s cognition, value and

at last the purchase decision making.

Lighting in a store does not only focus on the light itself, natural lighting from the

glass windows also plays its own role in a store. In automotive industry, most of the

retailer chose to have more natural lighting by having a large glass windows setting in

their store. People increasingly prefer naturalness as possible, which can be reflected in

important aspects like quality (Zumtobel, 2012).

Store Music

The main components of music that can influence buying behaviour in retail

environment are tempo, volume and genre or style. Tempo is defined as the pace or speed

of at which a section of music is played. Volume is the degree of loudness or intensity of

a sound. Genre is an expressive style of music and classification system that places

different instructional materials into neat categories. Similar to colour, lighting, layout

and furnishing, music is a part of the ambiance of a store. Music is part of the ambiance

that is created by the store, entertains and refreshes the shoppers in many ways. Music is

a pleasant sound that impacts consumers’ conscious and unconscious decisions (Banat &

Wandebori, 2012). Music played in retail outlet significantly impacts consumer purchase

intention. Music styles and tempos deeply influence consumers in increasing sales of the
 26

retail outlets. In another research, Oakes and North (2008) confirmed the positive

significant results of music and targeted result, as well as its significance as a component

of the service landscape to elicit the desired response from customers.

Store Scent

All human senses, the sense of smell has the greatest impact on emotions because

the nose is directly connected with the olfactory lobe which is part of the limbic system

considered as the seat of emotions. Ambient scent had the potential to influence

consumer’s perception of the entire store and products (Parsons, 2009).

Scent unconsciously influences the lives of persons. A scent goes beyond

thinking, and bypasses our natural judgment of something. Scent influences the

unconsciousness it has shown that the usage of scent increased store sales. The use of

scent is also argued to have an effect and impact on our sense of time; that is, scented

areas enhance the feeling of timelessness. Another positive effect is that the image with

the scent is recollected accurately. When consumers are exposed to an ambient scent in a

store environment in which they did not expect that scent, they develop skepticism

toward the retailer’s motives. Skepticism- inducing environment, consumers feel less

pleasure and develop negative attitude towards the retailer.

Presence or absence of scent in the retail chain outlets has noticeable impact on

the consumer purchase intention. Scent is a pleasant fragrance that influences customer

mood and emotions which make the customers stay more time and feel excited (Banat &

Wandebori, 2012). Selection of one scent should be preferred over multiple scents.

Shoppers spend more money at the outlets with single scent compared to those

consumers who are exposed to multiple fragrances (Haberland, 2010).

 27

Smell is the only sense we can’t turn off as every time we take a breath that is

around 20,000 times per day we are subject to detect a smell. It is well documented that

multitudinous smells that surround us daily can be identified by our extraordinary

olfactory system. Indeed, in order to detect among approximately 100,000 diverse odors

including primary odors which have the potential to influence mood and behavior

(Lindstrom, 2010).

Store Layout / Design

Design factor is one of the elements of store environment that is more visual in

nature than the ambient factors. Design factors have the largest number of different

components of all elements in store environment.

A store layout is the design in which a store’s interior is set up. Store layouts are

well thought out to provide the best exposure possible. They are designed to create an

attractive image for consumers.

A store’s layout displays the overall image of the store and creates the perception

that customers have about the store’s environment. The image of the store not only

attracts customers, but it also causes them to purchase goods while shopping there. Store

layout needs to guide the customer silently about where he or she wants to go and for

exposing him or her to entire store offering. It should entice the customers to move

around the store to purchase more merchandise than they may have originally planned.
 28

Store design should attract customers, enable them to locate merchandise, keep

them in the store for as long time, motivate them to make unplanned impulse purchase

and provide them with a satisfied customer experience. Design is consistent and

reinforced the retailer’s strategy by meeting the needs of the target market and building a

competitive advantage.

People designing the layout of a store try to utilize the space they have in the most

efficient manner. This includes the ability to display as many goods as possible, avoid

shrinkage and stimulate customers to make purchases. This also includes allocating

enough space for storage purposes.

METHODOLOGY

This chapter present the research design, source of data, participants of the

study, sampling techniques, data to be gathered, and statistical treatment of data that will

be used in this study.

Research Design

The researchers will utilize the descriptive design since it will provide an accurate

portrayal of the respondents’ characteristics and behavior of a particular individual and

situation. The study will also involve the collation of data necessary in making

description of the different factors under investigation. Accordingly, it will also identify,

describe, and summarize the influence of socio-demographic profile and ambiance

indicator and the impulse buying behavior of the respondents when purchasing in a

supermarket setting.
 29

This study will also utilize correlation approach since it will assess the influence

of the independent variables to the dependent variable. Moreover, it will also determine

which particular socio-demographic profile and ambiance indicator greatly influence

impulse buying behavior of consumers in the selected cities in Cavite.

Source of Data

Primary and secondary data will be used in this study. Primary data will be

gathered from the responses of the participants which will be obtained using a survey

questionnaire. In addition secondary data will be gathered in different journals, books,

undergraduate theses and other online resources. The information will use to support the

development of the study.

Participants of the Study

The participants of the study are the shoppers in selected supermarkets in Cavite.

The researchers used Godden’s formula and acquired the total sample size for the study

which is 385 participants.

Sampling Technique

Convenience sampling technique will be used when the proponent is already at

the locale of the study. Those individuals who happen to be at the time and place of the

data gathering will be given the research instrument and became part of the sample. The

proponent approach the individuals who are available at the period of data gathering until

the sample reaches the desire size.

The proponents utilized Godden’s formula to identify the total sample size for the

study. The sample size formula for infinite population (more than 50,000) is used to
 30

arrive at a representative number of respondents when population estimate is unknown

(Godden, 2004).

n= z 2 × p ( 1− p )
M2
n= 1.962 × 0.5 (1-0.5) (Eq. 1)
0.052
n= 384.16 or 385

Where:

n = Sample size for infinite population

Z = Z value (1.96 for 95% confidence level)

p = population proportion (expressed as decimal 0.5, assumed to be 50%)

M = Margin of error at 5% (0.05)

Quota sampling technique is used for the selection of actual number of

participants per area. Since the total sample size is equally distributed to have a specific

sample size for each supermarket. (Table 2)

Table 2. Distribution of participants in mall in the selected cities of Cavite.

Supermarket Cities of Cavite Sample Size
WalterMart Trece Martires City 77
Robinsons’ Supermarket General Trias City 77
SM Supermarket Dasmariñas City 77

Savemore Market Tagaytay City 77

PureGold Price Club, Inc. Trece Martires City 77

Total 385

Data to be gathered
 31

During data gathering, a brief introduction will be done to explain the objectives

of the study as well as the content of the questionnaire. Distribution of research

instrument will be immediately follow. The participants will be given enough time to

accomplish the survey questionnaire. They will also be assured about the anonymity and

confidentiality of their responses.

Modified survey questionnaire will be used as research instrument to determine

the influence of store ambiance on consumers’ impulse buying behavior in selected cities

of Cavite. Furthermore, the instrument used to measure the impulse buying of the

customers was from the study conducted by Stern (1962). Then, the instrument used to

measure the store ambiance is from article in Journal of Retailing of Philip Kotler (1974).

This consist of three parts: (a) socio-demographic profile; (b) influence of store

ambiance conditions on consumers’ impulse buying; (c) Impulse buying behavior.

Socio-demographic profile. This section ask questions about participants’ age,

sex, civil status and monthly income.

Influence of store ambiance conditions on consumers’ buying behavior. The

second part will be devoted to determine what would be the influence of store ambiance

condition based on importance to the consumers’ buying behavior. This will be divided

into four dimension: Visual, Aural, Olfactory, and Tactile. Every dimension have

statement that will be answer using Likert scale ranging from 1 (strongly disagree) to 5

(strongly agree).

Table 3. Parameter on influence of store ambiance conditions on consumers’ buying

behavior.
MEAN SCORE RESPONSE ADJECTIVAL
DESCRIPTION
 32

3.66 - 5.00 Very important The influence of store ambiance

condition based on importance to the

respondents is consistently above

acceptable level.
2.33 - 3.65 Important The influence of store ambiance

condition based on importance to the

respondents is consistently meets

acceptable level.
1.00 - 2.32 Less Important The influence of store ambiance

condition based on importance in the

respondents is occasionally below

acceptable level.

 Visual dimension of an atmosphere are color, brightness, size, shape of the

store

 Aural dimension of an atmosphere are volume and pitch of the store

 Olfactory dimension of an atmosphere are scent and freshness of the store

 Tactile dimension of an atmosphere are softness, smoothness and temperature

of the store.

Impulse buying behavior. This third part dealt with the impulse buying

behavior of the participants. This will be divided into four dimension: Pure [Items 1-3]

Reminder [Items 4-6], Suggestion [Items 7-9], and Planned [Items 10-12]. Every
 33

dimension have statements that will be answer using Likert scale ranging from 1

(strongly disagree) to 5 (strongly agree).

Table 4. Parameter on level of impulse buying behavior of the respondents.

MEAN SCORE LEVEL OF ADJECTIVAL

IMPULSE DESCRIPTION
3.66 – 5.00 High This corresponds to impulse buying

always experience by the respondents.

2.33 – 3.65 Medium This corresponds to impulse buying

sometimes experience by the

respondents.
1.00 – 2.32 Low This corresponds to impulse buying

infrequently experience by the

respondents.

 Pure impulse buying occurs when you buy in store even if there is no decision

prior to shopping.

 Reminder impulse buying occurs when you see a product and remembering

that you need it.

 Suggestion impulse buying occurs when you see a product for the first time

and visualizes a need for it.

 Planned impulse buying occurs when you take advantage of a promotional

offer on the basis of price specials, discounts offers, and the like.

Statistical Treatment of Data

 34

To analyze the result of the study on the influence of store ambiance on

consumers’ impulse buying behavior in selected cities of Cavite. The following statistical

tools will be used to ensure a valid interpretation.

Frequency Count. It will be used in tabulation of how many times a variable

occurs within a calculation.

Formula for Frequency Count:

1 N
f= T = t (Eq. 2)

Where:

f= frequency, the cycles in a unit of time

T= period, the time required for one cycle

N= a number of cycles

t= an amount of time

Percentage. It will be used to define how large or small one quantity is, relative

to another quantity.

Formula for Percentage:

f
P= X 100% (Eq. 3)
n

Where:

P= percentage

F= frequency

n= total population of the respondents

 35

Frequency count and percentage will be used to determine the socio-demographic

profile and the impulse buying behavior of the participants.

Mean. This will be used in this study to analyze the output from survey

questionnaire.

Formula for Mean:

x́=
∑x (Eq. 4)
n

Where:

x́ = observation or mean score

∑ x = summation of x
n = number of respondents

Standard Deviation. This will be used in this study to identify homogeneity and

heterogeneity of the responses in the Likert items.

Formula for Standard Deviation:

∑ (x −x́) 2
S=
√ n−1
(Eq. 5)

Where:

x́ = Mean

x = each of the values of the data

n = number of observations
 36

Multiple Regression Analysis. It will be used to assess the store ambiance

indicator that have great influence to impulse buying behavior.

Formula for Multiple Regression Analysis:

Y= a + b1X1 + b2X2 + b3X3 (Eq. 6)

Where:

Y = Dependent variable

b1 = Slope (Beta coefficient) for X1

X1 = First independent variable that is explaining the variance in Y

B2 = Slope (Beta coefficient) for X2

X2 = First independent variable that is explaining the variance in Y

b3 = Slope (Beta coefficient) for X3

X3 = First independent variable that is explaining the variance in Y

Spearman Rank. It will be used in this study to test out the ordinal and ratio data

interval data in the study and to ascertain the significant relationship between two

variables.

Formula for Spearman Rank:

6∑ D2
r s=1−
n(n 2 −1) (Eq. 7)

Where:

∑ D 2= sum of the squares of the difference between rank x and y

n = number of observations
 37

Chi-Square Test. It will be used in this study for testing relationships between

categorical variables. 

Formula for Chi-Square Test:

(Observed Value-Expected Value)

2
x =Σ
Expected Value (Eq. 8)

Chi-Square Test and weighted mean will be used to determine if socio-

demographic profile of the respondents and ambiance indicator have a significant

relationship to the impulse buying behavior of the participants.

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 41

Republic of the Philippines

CAVITE STATE UNIVERSITY (CvSU)
Don Severino De Las Alas Campus
Indang, Cavite
College of Economics, Management and Development Studies
Department of Management

Greetings!
We Mary Grace A. Alba, May Ann C. Capatoy, Glenn R. Sangangbayan, fourth year students,
taking up Bachelor of Science in Business Management major in Marketing Management, are
presently conducting a study entitled “INFLUENCE OF STORE AMBIANCE ON
CONSUMERS IMPULSE BUYING BEHAVIOR IN SELECTED CITIES OF CAVITE”.
In line with this, we would like to humbly request for a few minutes of your time to answer the
survey questionnaires below. Rest assured that your responses will be kept confidential and be
used for academic purpose only. Thank you for your consideration!

Instructions. Kindly answer each question by filling in the blanks of checking appropriate
answer as the case may be.

Part I. Socio-demographic characteristics of the participants

Name: (Optional)

Sex Civil Status

⎕ Male Single
⎕ Female Married

Age:

Monthly Net Income (Ex: ₱ 10, 000): __________

 42

Part II. Identify the influence of store ambiance conditions using following dimension. Please
check on how you respond to the given statement. With 5-Strongly agree, 4-Agree, 3-Neutral,
2-Disagree, and 1-Strongly disagree.

VISUAL DIMENSION 1 2 3 4 5

The outlet color creates a positive image in my mind.

The interior color of supermarket makes a positive

perception in my mind.

Lighting in supermarket is fine.

The lighting in the supermarket is pleasing to the eyes,

and makes me to stay more.

Good color of lighting attracts me towards products.

The clean shelf of supermarket motivates me to stay

more.

The cleanliness of supermarket attracts me to visit again.

Appealing interior arrangement of supermarket comforts

my shopping experience.

AURAL DIMENSION 1 2 3 4 5

Listening to music creates a relaxed atmosphere while

shopping.

Music in supermarket motivates me to buy more.

Pleasant environment created by music makes me spend

more time in supermarket.

I feel relaxed when the background music is comfortable.

The sufficient volume of the background music increases

my well-being and comfort.

I am delighted in the joyful shopping environment.

If I like music in the store, chances of unplanned buying

become greater.
 43

OLFACTORY DIMENSION 1 2 3 4 5

Scent in supermarket encourages me to purchase more.

Fragrance of the supermarket makes me to stay more time

and look at the merchandise.

I feel comfortable when the background scent is pleasant.

I intend to go back to the supermarket in future if the

scent is pleasant.

The scent coming from the supermarket entices me to go

inside.

TACTILE DIMENSION 1 2 3 4 5

The quality of the air conditioning supermarket made my

presence in the store comfortable.

Fully air conditioned environment makes me comfortable

while shopping.

Supermarket with no air conditioning discourage me

towards shopping.

Part III. Please check on how you respond to the given statement. With 5-Strongly agree, 4-
Agree, 3-Neutral, 2-Disagree, and 1-Strongly disagree.

1 2 3 4 5
 44

1. I immediately buy when I see attractive and unusual

product.

2. I make a purchase that’s very different from my

typical purchasing pattern.

3. Friendly and skilled staff often talks me into buying a

product I didn’t plan to buy.

4. I buy a product when I recall an advertisement about

it.

5. Product popularity is frequently reminds me to buy

impulsively.

6. I often buy a product when I remember that the stock

in home is low or exhausted.

7. I buy a product when I see it for the first time and

visualized a need for it.

8. I make a purchase even without previous knowledge

or prior experience with the product

9. Point-of-sale events (demonstration, degustation,

etc.) can induce my unplanned purchase.

10. I feel urged to buy items that are on promotions

(e.g. price specials, coupons, etc.)

11. Seeing promotional offers triggers me to buy.

12. I often triggered by low price or an offer.

Signature