Exploring the influence of store atmospherics on consumers' buying behaviour in apparel retail stores : an exploratory study in Tshwane
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Authors
Nell, Corinne
Issue Date
2013-02
Type
Dissertation
Language
en
Keywords
Store atmospherics , Visual merchandising , Stimuli , Senses , Sight , Sound , Scent , Touch , Consumer behaviour , Decision-making process , Apparel , Retail industry , Retailers
Alternative Title
Abstract
This research study aims to obtain a holistic view of the area of store
atmospherics, which forms part of the retail industry. A consumer-centred
response approach was followed. Store atmospherics and its influence on
consumers’ buying behaviour has received very little attention in the literature to
date. Consumers’ views on in-store atmospheric elements and the influence of
these elements on their buying behaviour were obtained. The primary research
aim that was derived from the preliminary literature was therefore to explore the
influence of store atmospherics on consumers’ buying behaviour in apparel
retail stores in the Tshwane region. The type of research design used in this
study was exploratory, making use of a qualitative approach and a
communicative technique of interviews. The selected method was focus group
interviews and naïve sketches. The data gathered was analysed by means of
Tesch’s inductive descriptive coding technique, better known as thematic
analysis. It was found that atmospheric elements have the ability to influence
consumers in either a subconscious or a conscious way. This has a direct
influence on the amount of time that consumers will spend in-store and ultimately
influences their buying decisions and behaviour either positively or negatively.
This had a direct influence on the amount of time that consumers will spend instore
and ultimately influences their buying decisions and behaviours either
positively or negatively, meaning that the consumers’ will display either an
approach- or avoidance behaviour.
Description
Citation
Nell, Corinne (2013) Exploring the influence of store atmospherics on consumers' buying behaviour in apparel retail stores : an exploratory study in Tshwane, University of South Africa, Pretoria, <http://hdl.handle.net/10500/10337>
Publisher
License
University of South Africa