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Impact of Atmospherics on Quality Inferences Presentation Transcript
1.Impact of atmospherics on quality inferences, store image and buying behaviour in Indore
2.Flow of presentation
Introduction
Literature Review
Store Atmospherics
Objectives
Hypothesis
Research Methodology
Questionnaire Design
Limitations
Survey and results
Conclusion
Introduction
Literature Review
Store Atmospherics
Objectives
Hypothesis
Research Methodology
Questionnaire Design
Limitations
Survey and results
Conclusion
3.Introduction
Factors behind growth of retail sector:
Rising income
Increase per capita spending
Rapid urbanization
Improvement in infrastructure
Atmospherics are unsaid attributes (mode of communication)
Such attributes affects store image
Enhancing and retaining customer loyalty is preference
4. Literature Review
Factors behind growth of retail sector:
Rising income
Increase per capita spending
Rapid urbanization
Improvement in infrastructure
Atmospherics are unsaid attributes (mode of communication)
Such attributes affects store image
Enhancing and retaining customer loyalty is preference
4. Literature Review
5.According to Indian council for research on international economic relations:
Total retail business in India will reach to US$ 590 billion in 2011-12
Organized retail which was less than 4% in 2006-07 is now estimated to attain 16% this year
Organized retail is further expected to grow up to US$ 320 billion by 2016
6.Store Atmospherics
Total retail business in India will reach to US$ 590 billion in 2011-12
Organized retail which was less than 4% in 2006-07 is now estimated to attain 16% this year
Organized retail is further expected to grow up to US$ 320 billion by 2016
6.Store Atmospherics
7.Following atmospheric designs parameters can be used for strategies formulation:
store design
layout of store
decorations
human factors
Indian shoppers are price sensitive and quality conscious
For Indian shoppers quality, price and availability of product is more important
store design
layout of store
decorations
human factors
Indian shoppers are price sensitive and quality conscious
For Indian shoppers quality, price and availability of product is more important
8.Effective retail environment changes the stimuli of shopper
Store induced pleasure – willingness to buy
Store induced arousal – time spent in store
3 emotional states behaviors:
1. Pleasure
2. Arousal
3. Dominance
9.Objectives
To study the atmospheric elements used in retail outlet
To investigate the relationship of purchasing behaviour of customers and store atmospherics
To study the effect of atmospheric elements on the quality inferences and the store image of a retail outlet on customers
To study the influence of atmospherics factors on gender
Store induced pleasure – willingness to buy
Store induced arousal – time spent in store
3 emotional states behaviors:
1. Pleasure
2. Arousal
3. Dominance
9.Objectives
To study the atmospheric elements used in retail outlet
To investigate the relationship of purchasing behaviour of customers and store atmospherics
To study the effect of atmospheric elements on the quality inferences and the store image of a retail outlet on customers
To study the influence of atmospherics factors on gender
10. Hypothesis
Hypothesis 1
H0 :- Atmospheric elements, has no impact on store image perception
H1 :-Atmospheric elements, has high degree of impact on store image perception
Hypothesis 2
H0 :- There is no relationship between the purchasing behaviour and store image
H1 :- There is relationship between the purchasing behaviour and store image
11.Hypothesis 3
H0 :- The atmospheric elements, has no effect on the quality inferences and store image of retail outlet on customers
H1:- The atmospheric elements highly influence the quality inferences and store image of retail outlet on customers
Hypothesis 4
H0 :- Atmospherics has equal influence on both the gender.
H1(A) :- Atmospherics has more influence on the female gender as compare to male gender
H1(B) :- Atmospherics has more influence on the male gender as compare to female gender
12.Research Methodology
1. Primary Data - The research will be taken by getting questionnaires filled from 102 respondents from different retail destinations across Indore (Treasure Island, Mangal city, C21, Central, Local shops etc.)
2. Secondary Data- Past studies by research scholars and academicians will be used from journals and ebsco research database.
13.Questionnaire Design
3 factors were studied on likert scale
External factors: for factors choosing a retail store (where 1 has no impact and 5 for very high impact)
Internal factors: factors responsible to shop more (where 1 is very important and 5 no important)
Human factors: factors to shop more from that store (where 1 is very important and 5 no important)
14.4 types of stores were studied with the help of 6 questions:
Grocery Store
Apparel Store
Food and Beverages store
Jewellery Store
Hypothesis 1
H0 :- Atmospheric elements, has no impact on store image perception
H1 :-Atmospheric elements, has high degree of impact on store image perception
Hypothesis 2
H0 :- There is no relationship between the purchasing behaviour and store image
H1 :- There is relationship between the purchasing behaviour and store image
11.Hypothesis 3
H0 :- The atmospheric elements, has no effect on the quality inferences and store image of retail outlet on customers
H1:- The atmospheric elements highly influence the quality inferences and store image of retail outlet on customers
Hypothesis 4
H0 :- Atmospherics has equal influence on both the gender.
H1(A) :- Atmospherics has more influence on the female gender as compare to male gender
H1(B) :- Atmospherics has more influence on the male gender as compare to female gender
12.Research Methodology
1. Primary Data - The research will be taken by getting questionnaires filled from 102 respondents from different retail destinations across Indore (Treasure Island, Mangal city, C21, Central, Local shops etc.)
2. Secondary Data- Past studies by research scholars and academicians will be used from journals and ebsco research database.
13.Questionnaire Design
3 factors were studied on likert scale
External factors: for factors choosing a retail store (where 1 has no impact and 5 for very high impact)
Internal factors: factors responsible to shop more (where 1 is very important and 5 no important)
Human factors: factors to shop more from that store (where 1 is very important and 5 no important)
14.4 types of stores were studied with the help of 6 questions:
Grocery Store
Apparel Store
Food and Beverages store
Jewellery Store
15.Variables, Sampling & Method
4 Dependant variables
18 Independent variables
Random Sampling (in all malls and local shops)
SPSS 16 Method
4 Dependant variables
18 Independent variables
Random Sampling (in all malls and local shops)
SPSS 16 Method
16.Limitations
It is possible that biasness might be there in certain respondents for a few factors based on atmospherics
It may also happen that any respondent who answers outside a particular store may result in little biasness about that store .
It is possible that biasness might be there in certain respondents for a few factors based on atmospherics
It may also happen that any respondent who answers outside a particular store may result in little biasness about that store .
17.Theoretical Underpinning of Study (Secondary Study)
18.Store Atmospherics
19.Store Atmospherics and Shopping Behavior
20.Store Atmospherics and Quality Inferences
21.Exterior
General Interior
Store Layout
Interior Displays
Human Variables
General Interior
Store Layout
Interior Displays
Human Variables
22.Survey and Results
23. Age of respondents
24.Shopping places in terms of frequency
25.Shopping places in terms of percentage
26.Impact based on External factors, all data in frequencies
27.Frequency table for internal factors
28. Impact based on Internal factors, all data in frequencies
29. Impact based on Human factors, all data in frequencies
30. External factors have a high degree of impact to create a store image in the mind of customers based on atmospheric elements
Food and beverages store types have secured the test value to be 0.775 in terms of external factors and apparel stores have secured highest alpha value of 0.588 human factors
For any apparel store to have better human capital is desirable than any other store types
Food and beverages store types have secured the test value to be 0.775 in terms of external factors and apparel stores have secured highest alpha value of 0.588 human factors
For any apparel store to have better human capital is desirable than any other store types
31. In this hypothesis internal factors play a vital role in comparison to external and human factors. In the relationship of purchasing behaviour and store image, retailer should focus more on internal factors
32. low impact of atmospheric elements on quality inferences and based on that store image
33.Correlation
Cross Tabs
ANOVA
Cross Tabs
ANOVA
34. At most of the results in correlation test the significance value is at acceptable level in all the factors
Retailers should make the retail mix of the store in a way to help the decision maker (male or female) and decide the correct mix out of that
35.Conclusion
High importance should be given to internal factors
Retail stores should make use of good shopping environment design and management in order to stimulate positive emotions in customers and even the overall sensory appraisal consumers have for the store
Retailers should make the retail mix of the store in a way to help the decision maker (male or female) and decide the correct mix out of that
35.Conclusion
High importance should be given to internal factors
Retail stores should make use of good shopping environment design and management in order to stimulate positive emotions in customers and even the overall sensory appraisal consumers have for the store
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