The Effects of a Shop's Functional Features on Children's Store Preferences

Filipović, Jelena; Djordjević, Aleksandar

doi:10.2478/v10033-010-0020-5

Cited by 6 publications

(11 citation statements)

References 6 publications

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“…Younger children often like supermarkets, while older ones prefer specialised stores, such as those selling clothes or sports goods (Brée, 1993; Haselhoff et al , 2014). With regard to store features, young children (aged seven to eight years) are more concerned with cheap prices, whereas older ones care more about the store’s image and how it complements their own (Filipovic and Djordjevic, 2010).…”

Section: Children’s Behaviour In Commercial Environmentsmentioning

confidence: 99%

“…For example, Yip et al (2012) suggest that store atmosphere influences children’s attitude towards the store. The affective and functional characteristics of a store were shown to be two important dimensions that determine children’s store preferences and loyalties (Williams and Burns, 2001; Filipovic and Djordjevic, 2010). Williams and Burns (2001) highlight that children’s affective store image is influenced by prior direct experience of the store and its impersonal communication (e.g.…”

Section: Children’s Behaviour In Commercial Environmentsmentioning

confidence: 99%

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Exploring children’s responses to store atmosphere

Ayadi

Cao

2016

IJRDM

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Purpose The purpose of this paper is to explore children’s responses to store atmosphere, and the role of parent-child interaction in these responses. Design/methodology/approach The authors used a qualitative study within two French stores and employed a grounded-theory approach to analyse data. Data were collected from 41 in-store observations and 20 in-depth interviews with children aged 7-11. Findings This research reveals that the impact of store atmospherics on children’s responses to store environment and on their behaviour in-store is a complex phenomenon. Children passively and actively respond to store atmosphere. They appropriate and re-appropriate store environment for their own goal of play. Store atmospherics may lead to positive outcomes in the form of children’s exploration of the store, desire to stay longer and intention to revisit. However, store atmosphere can also become the source of conflicts between parents and children, and therefore have a negative impact on children’s behaviour in-store. Research limitations/implications The study deepens the understanding of children’s responses to store atmosphere by taking account of parent-child interaction. It extends research on the effects of store atmosphere on children’s behaviour by suggesting the moderating effect of parent-child conflict. Nevertheless, the number of stores selected limits the findings. Practical implications The findings of this study enable retailers to improve the atmosphere of their stores by making it fun and creative in order to attract children to play there. Furthermore, the study provides interesting findings for retailers on how to overcome the challenge of inappropriate store atmosphere creating or aggravating parent-child conflict during shopping trips. Social implications The authors suggest solving conflicts between children and parents through common activities within the store or through interactive technologies that favour communication and enable children to learn through play. Originality/value The originality of this paper lies in its focus on the role of parent-child interaction in children’s responses to store atmosphere. The authors intend to reveal the complicated relationship between store atmosphere, children’s responses and parent-child interaction in-store.

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Section: Children’s Behaviour In Commercial Environmentsmentioning

confidence: 99%

Section: Children’s Behaviour In Commercial Environmentsmentioning

confidence: 99%

Exploring children’s responses to store atmosphere

Ayadi

Cao

2016

IJRDM

View full text Add to dashboard Cite

show abstract

“…It is well documented that children have preferences in terms of shopping destinations (Filipovic and Djordjevic, 2010). From this perspective, functional characteristics are central to the way the store is perceived.…”

Section: Children and Storesmentioning

confidence: 99%

When children express their preferences regarding sales channels

Boulay

Faultrier

Feenstra

et al. 2014

International Journal of Retail &Amp; Distribution Management

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Purpose – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. Design/methodology/approach – Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store. Findings – Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found. Practical implications – Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery. Originality/value – This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.

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“…Filipovic and Djordjevic (2010) suggest that the atmosphere is created by the predominant colours in the decoration, the accessibility of the shelves and the overall feeling in the store. The functional characteristics relate to the merchandise selection, the prices, the attitude of the salespeople towards the children and the accessibility of the store from a child's school or home (Williams and Burns, 2001;Filipovic and Djordjevic, 2010). More generally, they prefer stores that cater to their needs rather than those of their parents (Wiener, 2004).…”

Section: Take In Figure N°mentioning

confidence: 99%

Defining a retailer’s channel strategy applied to young consumers

Faultrier

Boulay

Feenstra

et al. 2014

International Journal of Retail &Amp; Distribution Management

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Publication date 2014Publication information Design/methodology/approach: We use a qualitative study that adopts the consumer perspective and employed an investigative channel-scan approach based on two scenarios applied to twelve retailers selling childrenswear. We studied 139 flows between all the channels and explored the retailers' child orientation. Findings:The paper revealed that the channel configuration and integration of retailers showed a diversity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market. Research limitations/implications:This study contributes to the retail marking literature by showing evidence of child orientation in channel management. Nevertheless, our results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy Practical implications:The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the contribution from young consumers in retail channel strategy.Originality/value: The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling products for children are concerned.

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The Effects of a Shop's Functional Features on Children's Store Preferences

Cited by 6 publications

References 6 publications

Exploring children’s responses to store atmosphere

Exploring children’s responses to store atmosphere

When children express their preferences regarding sales channels

Defining a retailer’s channel strategy applied to young consumers

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