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The Influence of Store Atmosphere on Shoppers’ Impulse Purchasing Behavior

Liu, Xue Fei LU and Jiang, Peiwen (2014) BUSN39 20141
Department of Business Administration
Abstract
Background
The forms of retailing can be divided into store retailing and non-store retailing. It is necessary for retailers who base their business in the fixed locations to conduct in-store marketing in the physical environment to enhance sales performance. Retailers generally take information and communication techniques such as store atmospheric design and interaction between shoppers and store employees to perform in-store marketing strategy. Shoppers’ impulse purchases are the essential source for retailers to enhance sales performance and make profits especially in the electronics industry.
Purpose
This thesis aims to study the influence of store atmosphere (exterior, interior, layout and design, point-of-purchase and decoration... (More)
Background
The forms of retailing can be divided into store retailing and non-store retailing. It is necessary for retailers who base their business in the fixed locations to conduct in-store marketing in the physical environment to enhance sales performance. Retailers generally take information and communication techniques such as store atmospheric design and interaction between shoppers and store employees to perform in-store marketing strategy. Shoppers’ impulse purchases are the essential source for retailers to enhance sales performance and make profits especially in the electronics industry.
Purpose
This thesis aims to study the influence of store atmosphere (exterior, interior, layout and design, point-of-purchase and decoration display, and human factors) on shoppers’ impulse purchasing behavior in the electronics stores in Sweden.
Methodology
This thesis is based on the qualitative research, SIBA is chosen for the current case study. The authors not only make store observation but also conduct interviews with 12 male and female shoppers.
Conclusion
The atmospheric stimulus such as the attractive advertisement and information demonstration outside the store, some specific non-ambient scent in the store, well-organized check-out space, point-of-purchase signage with discount information or direction of ancillary products, the salespeople’s professional service can lead to shoppers’ pleasure and arousal which in turn leads to their impulse purchases in the electronics stores. It should be pointed out other factors of store atmosphere such as well-designed storefront, appropriate background music, color decoration, and lighting inside the store and well-organized store layout can lead to shoppers’ positive emotions. Even though these factors cannot directly stimulate shoppers to make impulse purchases, they can encourage shoppers’ approach behavior such as spending more time shopping in the store and having positive attitudes to the store and its products. (Less)
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author
Liu, Xue Fei LU and Jiang, Peiwen
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
SIBA, Impulse Purchasing Behavior, Store Atmosphere
language
English
id
4499657
date added to LUP
2014-06-26 10:36:49
date last changed
2014-06-26 10:36:49
@misc{4499657,
  abstract     = {Background
The forms of retailing can be divided into store retailing and non-store retailing. It is necessary for retailers who base their business in the fixed locations to conduct in-store marketing in the physical environment to enhance sales performance. Retailers generally take information and communication techniques such as store atmospheric design and interaction between shoppers and store employees to perform in-store marketing strategy. Shoppers’ impulse purchases are the essential source for retailers to enhance sales performance and make profits especially in the electronics industry.
Purpose
This thesis aims to study the influence of store atmosphere (exterior, interior, layout and design, point-of-purchase and decoration display, and human factors) on shoppers’ impulse purchasing behavior in the electronics stores in Sweden.
Methodology
This thesis is based on the qualitative research, SIBA is chosen for the current case study. The authors not only make store observation but also conduct interviews with 12 male and female shoppers.
Conclusion
The atmospheric stimulus such as the attractive advertisement and information demonstration outside the store, some specific non-ambient scent in the store, well-organized check-out space, point-of-purchase signage with discount information or direction of ancillary products, the salespeople’s professional service can lead to shoppers’ pleasure and arousal which in turn leads to their impulse purchases in the electronics stores. It should be pointed out other factors of store atmosphere such as well-designed storefront, appropriate background music, color decoration, and lighting inside the store and well-organized store layout can lead to shoppers’ positive emotions. Even though these factors cannot directly stimulate shoppers to make impulse purchases, they can encourage shoppers’ approach behavior such as spending more time shopping in the store and having positive attitudes to the store and its products.},
  author       = {Liu, Xue Fei and Jiang, Peiwen},
  keyword      = {SIBA,Impulse Purchasing Behavior,Store Atmosphere},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Influence of Store Atmosphere on Shoppers’ Impulse Purchasing Behavior},
  year         = {2014},
}