Comment l'atmosphère et l'étalage d'une boutique influence le comportement du consommateur ?

Résumé du document

Our aim in this paper will be to get to know if store atmosphere and store layout can have an influence on consumer's behavior. Can this behavior be changed, different than the one "intended" before entering the retail environment, such a spending more time within a store and/or spending more money? We will first introduce the main aspects of store atmosphere and store layout. Then, we will favor an integrative answer, associating the limitations.
Store atmosphere
According to Hoffman and Turley (2002), atmospherics are composed of both tangible elements, like the store design, decorations; and intangible elements, such as colors, music, temperature and so on. Kotler (1973, in McGoldrick, 2002, p.460) characterized four main dimensions of atmosphere in the retail context: Visual (Sight), Aural (Sound), Olfactory (Smell) and Tactile (Touch).
The Stimulus-Organism-Response model (SOR) examines the effects of the service environment on the customer. This framework, developed by Donovan and Rossiter (1982) is based on environmental psychology research (Mehrabian-Russel Model, 1974).

Extraits

[...] More over, as explained by McGoldrick (2002, p.463), the notion of Gestalt must be recognize, since customers perceive their environments holistically. Hence, Turley et al (2000, p.15) argue that the exterior of the marketing facility must be considered before the interior colors, architecture, and signs. These elements represent the first image of the store, and create the first reactions among customers. Moreover, considering the general interior, elements affecting senses and layout elements must work together in order to influence customer's behavior. [...]

[...] Referring to Jens Nordfält (2008, LU guest lecture), the optimization of space is crucial in store layout, and, by studying consumer's in-store behavior; you can optimize your layout. For instance, you can get to know where to optimally place your products according to customer flow, and you can better know where to place promotional sections, PoS, impulse purchase items and so on. Discussion and limitations First of all, different perspectives must be adopted, concerning the influence of in store atmosphere and layout on customer behavior, according to the type of store (Bäckström and Johansson, p.10). [...]

[...] How does the retail store atmosphere & store layout influence consumer behavior in the store? Our aim in this paper will be to get to know if store atmosphere and store layout can have an influence on consumer's behavior. Can this behavior be changed, different than the one “intended” before entering the retail environment, such a spending more time within a store and/or spending more money? We will first introduce the main aspects of store atmosphere and store layout. Then, we will favor an integrative answer, associating the limitations. [...]

[...] However, as explained before, all elements are important, because they determine the overall quality of the service provided within the store, influencing the consumer's behavior. Besides, an important point is that customers are not always aware of these elements in the store atmosphere and layout, thus not being conscious of being manipulated to a certain extent (Milliman, 1982). Moreover, it is possible that consumers today take attractive and exciting store environment for granted and that is why they do not give a larger scope to these elements during studies (Bäckström and Johansson p12), as well as an efficient store layout. [...]

[...] (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing 56, 57-72. Foxall, G.R., Greenley, G.E. (2000). Predicting and explaining responses to consumer environments: an empirical test and theoretical extension of the behavioural perspective model. The Service Industries Journal 20 39–63. Foxall, G.R.; Yani-de-Soriano, M.M. (2005) Situational influences on consumers' attitudes and behavior. Journal of Business Research 58, pp 518–525 Hoffman, K.D., Turley, L.W. (2002). [...]