Evaluate the impact of retail surrounding on consumer behaviour How can stores encourage business by managing the atmosphere? In today’s retail market, the competition has significantly increased in term of attracting the consumers by focusing on improving the atmosphere. Bitner (1990) stated that “Such atmospherics planning can make the difference between a business success or failure”. However, this can be managed by a combination of particular aspects In order to reach the best result. Thus, this essay will highlight some of the important surroundings which, in turn, will affect the consumer’s behaviour in both positive and negative ways.The first elements in this essay are the interior variables such as colour, music . in addition, the layout and design variable such as power aisle and clear (label) signs. Also this essay will discuss how can stores encourages business by managing the atmosphere in term of some of human variables specifically on the employee characteristics, uniform and greeting costumers.
With regard to the interior variable, colour and music could play a key role in attracting the costumers. Initially, the definite attachable choice of colour in side stores is crucial.A study from Bellizzi and Hite (1992) has tested the effect of red and blue in shopping shown that red colour apparent as negative impact on shoppers, whereas blue appear to give peaceful, cool, and positive impact.
The study also suggested that “More positive retail outcomes occurred in blue rather than red environment” Bellizzi and Hite (1992). Secondly, the accurate choice music can play essential role to set up the right environment for shoppers relaxation in term of time spending and money spending .However, the music tempo is very important as it shows in Kellaris and Kent (1991) study which indicated that the time spending in shopping depend on the music tempo which if it was fast tempo music the time spending on shopping will be longer than slow tempo music. Likewise, Kellaris and Altsech (1992) have exposed that loud music has similar impact, the same as fast music and quiet music also has the same effect as slow music in term of shopping duration. Other type of elements is the layout and design variable.Smith and Burns (1996) studied the most advantageous use of a power aisle in a warehouse grocery store.
They defined the power aisle as an advantage which used to show large quantities of a small number of products in order to create the feeling that the products are obtainable at very low prices. Moreover, they discovered that an organization of smaller numbers of products at larger quantities illustrated lower prices than did having a greater selection of products with lower quantities. In other hand, the clear in-store signs also consider as important as the other variables in retail business.In London for example, which considered one of the most diverse and multicultural city in the world has provided a great model in one of highest prestigious store located in Oxford Street, one of the famous shopping high street in London.
Debenhams has taken the advantage of the variety of visitors to London and displaying shop signs in Nigerian, Mandarin and Arabic. This branch mainly attracts free-spending, rich and short stay tourists from China, Middle East and Africa . Harper (2011).
IKEA for instance is great example of the proper using of interior aspects. IKEA has almost the same design for its stores around the world.Shoppers and especially families can find not only the power of aisle that makes the directions and the vision clear ,but also the wormy atmosphere that provided a suitable decoration with touchable colours and music tempo that the shoppers looking for. As result of that consumers spending a considerable amount of time and money in this particular stores in comparison with other retail stores in the same sector. In spite of all these aspect, the human variables are very important and indispensable in the process of atmospherics influence on the consumer’s behaviour.
Solomon in his study indicates that the employee’s appearance on retail business is essential which can be used as a proper way to communicate with the consumers, (Solomon, 1985). And that can improve the consumer’s loyalty which to large extent can lead to positive consequences and vice versa. Another study by Baker, et al. , (1992) has investigated the effect of social cues (friendliness of employees) and they found that the more socially cues the higher influence on consumer’s behaviour. Another element to be cover is the employee’s uniform and greeting shoppers.Baker, et al. , (1994) examined the effect of salesman or saleswoman wearing uniform and greeting consumers on service quality in retail market.
They found that the store with prestige image and more sales employees on the ground, wearing uniforms and greeting consumers, were observed as high service quality provider than did the store with discount image that has one salesperson on the floor without wearing uniform and greeting shoppers. To conclude, it would appear that retail surrounding and managing the atmosphere have become a necessity and vital in today’s retail market.Thus, number of atmospheric variables should be consider in order to reach the accurate combination that lead to an increase in the profits in the first place also the consumers satisfaction , which generate loyalty without neglecting the other positive consequences. References Bitner, Mary Jo: Evaluating Service Encounters: The Effects of Physi- cal Surroundings and Employee Responses. Journal of Marketing 54 (April 1990): 69–82.
Bellizzi, J. A. and Hite, R. E. (1992), Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9: 347–363.
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