Author(s): Johana Paluchová, Jakub Berčík, Katarína Neomániová
Title: The atmosphere and its impact on consumer behavior in food stores
Source: International Scientific Days 2016. The Agri-Food Value Chain: Challenges for Natural Resources Management and Society
Document Type: Scientific paper
Publisher: Slovak University of Agriculture in Nitra
PY, pages: 2016, 804-811
Published on-line: 2016-06-24
Abstract: Today´s fast paced times, which brings constant changes in fashion trends, technological innovations but also transformation of lifestyle itself, forces retailers to continually adapt to these facts. Innovations and changes of this kind are more than necessary. Whether it is the need to maintain the attractiveness of the store in the competition of new operations with similar focus, or it is a necessity to implement some changes to update the technical infrastructure and reduce operation energy consumption. Functionality of retail operation has to do largely with its architectural and design solution that the customer must first reach and attract to the store, and then motivate them to purchase. Even shopping atmosphere has recently become more important. Many stores are based on the fact to have the most comfortable atmosphere that forces the customer to stay in the store as long as possible. Sellers are also trying to make from the shopping an experience. It is necessary that the customer feels in the store satisfied. Just shopping atmosphere and its control could help to higher customer satisfaction. It is therefore very important to monitor the fundamental factors that affect the atmosphere in the store. The paper deals with the examination of selected elements of the shopping atmosphere and its impact on consumers in grocery stores operating in Slovakia. Research integrates the questionnaire survey and observation in real terms of selected retail operations. Based on the findings we suggest in paper conclusion proposals concerning the adaptation of selected factors affecting the atmosphere in order to improve the overall well-being of customers and hence their satisfaction during shopping. The paper is the result of primary and secondary research within the national project VEGA1/0874/14 “The use of neuromarketing in visual merchandising” and international educational project “Erasmus+ Strategic partnerships Food quality and consumer studies” Nr. 2014-1-SK01-KA203-000464.
Keywords: shopping atmosphere, customer, lighting, sound, smell
JEL Classification: M31
Rights: Open Access :: Creative Commons Attribution 4.0 Licence
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution 4.0 International License.
Plný text/Fulltext (PDF/434 kB)