Technique of collage for store design atmospherics

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to analyze the holistic perception of the customer vis-a-vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy the expectations of current customer. Design/methodology/approach -To this end, a qualitative exploratory survey based on the technique of collage has been carried out with a sample of 30 individuals. The information were collected through the drawings and the technique of "complete the following sentence". The collages were analyzed using a holistic approach. Findings -The results show that the new customer refers to all the stimuli of the environment of purchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particular the distributors, must direct the atmosphere of their store towards the vectors of attraction, gratification and distraction.Research limitations/implications -The projective technique of collage made it possible to go further than a declaratory matter collected by questions about the concept of the environmental factors. Indeed, in spite of the limited number of the individuals relied upon for the study, the images that were stuck on paper were enriching and made it possible to explain what evokes for the consumer the concept of "ideal store"; his feelings or his hidden emotions. Practical implications -From a managerial point of view, the noted results can give way to a significant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of their business, the persons in charge should follow this practice by considering the atmosphere as a sum of factors which should be managed in a coherent and harmonious way and not in an intuitive way; thus constituting sources of creation of value for the consumer. In other words, the distributors must implement the factors necessary to generate the comfort of purchase as well as the pleasure of consumption. Originality/value -This paper is distinguished compared to the majority of the researches undertaken on this subject. It proposes an indirect qualitative study (proje...

Resiliência e Transformação do Comércio: O Caso Português

“…D3H3p: As motivações de compra dos consumidores estão relacionadas com as variáveis demográficas (Cox e Andersen, 2005;Jin & Kim, 2003) D3H3q: As motivações decorrentes da tipologia de loja oferecida aos consumidores (Mokhlis et al, 2003;Stoltman et al, 1991;Dawson et al, 1990) D3H3r: Os atributos de conveniência estão relacionados com o tipo de procura em lojas centenárias independentes (Creusen & Schoormans, 2005;Hassenzahl, Schöbel & Trautmann, 2008;Voss, Spangenberg & Grohmann, 2003) D3H3s: A procura de preços baixos está relacionada com as razões de compra no retalho centenário ( Collins et al, 2013) D3H3t:O tipo de compra realizada é importante no processo de decisão (Bell, Corsten & Knox, 2010;Hui, Inman, Huang & Suther, 2013) D3H3u: O tempo disponível do consumidor durante o processo de compra no retalho centenário está relacionado com a sua eficiência na compra (Collins et al, 2013) D3H3v: A procura de aventura e de entretenimento explica a motivação de compra nas lojas centenárias (Lachman & Brett, 2013;Moutinho et al, 2010). D3H3w: O grau de envolvimento do consumidor no processo da decisão de compra está relacionado com o nível de satisfação obtido no retalho centenário (Ficke, 2014;Ryu et al, 2010) D3H3x: A motivação pela procura de novidades está relacionada com o processo de decisão de compra do consumidor no retalho centenário (Creusen & Schoormans, 2005;Desmet & Hekkert, 2007) D3H3z: Os factores ambientais do ponto de venda estão relacionados com a decisão de compra do consumidor no retalho independente centenário (Ballantine, Jack & Parsons, 2010;Hamrouni & Touzi, 2011;Byun & Mann, 2011) Resume-se em seguida no Quadro 1, as hipóteses e sub-dimensões de investigação da terceira dimensão investigada pelo modelo conceptual.…”

In-Store Communication to Improve the Customer Experience

“…This work deals with the in-store communication activities (Fam et al, 2011;Hultén, 2011;Hamrouni & Touzi, 2011) in the Italian pharmaceutical retailing after the deregulation.…”

“…The creation of a pleasant purchasing environment and the development of a suitable atmosphere have become a key aspect for retailers (Fam et al 2011;Hamrouni & Touzi, 2011) because they enable the creation of value for the consumer, thereby influencing his emotions and behaviour (Kotler, 1973(Kotler, -1974Donovan & Rossiter, 1982;Castaldo & Mauri, 2008;Tuley & Milliman, 2000). According to the stimulus-organism-response paradigm (S-O-R) (Donovan & Rossiter 1982) the atmosphere is a stimulus that causes a consumer's evaluation and a behavioural response.…”

“…According to the stimulus-organism-response paradigm (S-O-R) (Donovan & Rossiter 1982) the atmosphere is a stimulus that causes a consumer's evaluation and a behavioural response. Stimulus can concern three main types of factors (Sherman, Mathur & Smith, 1997;Tuley & Milliman, 2000;Hamrouni & Touzi, 2011): social, relates to the people present in the store; ambient, relates to the non visual elements of a store's environment (as smell, lighting etc.) and design, relates to the visual elements (as color, layout, space etc).…”

“…According to this view, three dimensions are fundamental for the store design (Figure 1): i) physical (Masson & Wellhoff, 2005) ii) social (Hamrouni & Touzi, 2011;Mattila & Wirtz, 2008); and iii) sensorial (Hultén, 2011). Each of these dimensions, mediated by the consumer's emotional state, helps retailers to create unique customer experiences that provide a competitive advantage (Sands, Harper & Ferraro, 2011).…”