It can also be described as a design which produces emotional effects on the buyer, enhancing their purchasing probability. Based on these definitions, it is safe to say that an attractive and impressive atmosphere has the power to create an enjoyable experience among consumers, positively affecting their buying decisions and incurring retailers more revenue.
A majority, if not all, should be present to ensure consumers a good shopping experience and keep them captivated enough to come back for more in the future. First off, cleanliness is vital for the atmosphere of the store. Customers are bound to create negative word of mouth if they notice even the slightest speck on product displays or floors. Styles and tempos of music can influence consumers to buy more at retail outlets.
Moreover, pleasant music can lengthen consumption time whereas loud music will drive them away. As music selections and their sound levels differ based on gender as well, stores need to put much thought into what they play in order to ensure buyers of a great environment. Appearances are also taken into consideration while shopping in traditional stores. Lighting goes beyond highlighting products to generating excitement and positively impacting consumer purchasing behavior.
Consumers tend to touch products when good lighting shines on them to assess quality. Color is also important for building feelings and affecting consumer attitudes as it has the power to stimulate memories, thoughts, and experiences.
For instance, red tends to portray negativity and tension, which is why it is hardly used in comparison with greens and blues. Finally, products are displayed in a way that attracts customers to make impulse purchases. In fact, design and display of products contribute one fourth sales of the outlets. Unfortunately, not many store owners understand the value of the atmosphere and its impact on consumer behavior. As a result, they remain stagnant and refuse to change. On the other hand, some stores make wrong decisions that cost them their clientele.
Therefore, this is one aspect that needs to be tackled with care so that stores can truly reap benefits. Retrieved 26 March , from http: Consumer Behaviour 1st ed. Upper Saddle River, N.
Decoding the new consumer mind. Schwartz, Barry , The Paradox of Choice: Belief Systems, Religion, and Behavioural Economics. Retrieved 28 March , from https: Digital Commerce Primer for To effectively narrow down the scope: Focus on a specific impact factor. Narrow down according to a company. First part primarily discusses the paradigms emerged in consumer research in the period of traditional positivism, and hence earlier developed buyer behavior models proposed by economists are exhibited and later will be pursued by conventional viewpoints.
Comprehensively, the ambition of this portion is to frame attributes and key arguments of these viewpoints. An analysis of perspective is following in part two, however conventional perspective with inherent diversity in many aspects is found to be similar in terms of their fundamentals; Philosophical and methodological while exploring consumer behavior, i. Traditionally, economists have influenced the buyer behavior modeling and economics viewed consumer behavior as solo act of purchasing and after purchase actions.
This theory dictates that purchase decision is result of balanced and attentive economic calculations. Thus, buyer seeks to spend resources on those goods that will deliver the maximum utility satisfaction according to his preferences and relative price.
The events of this viewpoint can be found in A. Marshall, Principles of Economics. The Marshal model overlooks the fundamental probe in, essentially, how product and brand preferences are formed. Westing, Pure economics cannot provide all logical explanations to alterations in sales numbers, various sub-viewpoints within the field are apt to offer explanations for psychological, preferential, and accumulated demand alterations. As an example, the empirical analysis of economic variable for choice has been good in providing rationally explaining the changes in consumer behaviors.
Lewis, Many research studies have Several studies have described the effect of price on brand preference, changes in product attributes and respective demand variation, price-demand elasticity and goods shortage on consumer choice behavior. Paradigm such as learning theory, reiterate that internal factors influence the consumer behavior rather than external factors, which fundamentally justifies the economic purview of behavior which forms the basis of rationalism.
As discussed, an opposition to the economic view which highlights the significance of internal cognitive process, the behavioral viewpoint accentuates the role of external factors in learning which causes decision making.
Therefore, consumer behavior is a conditioned response to external stimuli. Therefore, behavioral viewpoint emphasizes on external attributes such as advertising that catalyze consumer reaction with learning. Peter, The long term focus of behavior theories, is to arrange behavior m for example, are to arrange a set of expanded behavior alteration tools which can be employed for influencing or controlling consumer behavior.
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