The effects of store atmosphere on consumer behaviour in fashion retail in the UK
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- Title
- The effects of store atmosphere on consumer behaviour in fashion retail in the UK
- Creator
- Margherita Campello Della Spina
- Supervisor
- Prof. Richard Cawley
- Date
- 2016
- Abstract
- In a competitive advantage retailers strive to gain the upper hand over their competitors. In the current era of digital marketing and online retailing it is very difficult to retain customers, commit them to a purchase decision, and make them loyal to a particular retail outlet. In order to ensure this, the retailers have long known and used the power of in store tactics. Using a combination of in store atmosphere, music and aroma, retailers have sought to gain an advantage over their counterparts. The following paper has the aims to understand the effectiveness of background music, in store atmosphere and aroma as factors for attracting/retaining customers. Therefore, research into the effectiveness of the above mentioned factors was conducted. The research aimed to investigate if background music, atmosphere and aroma make customers commit towards a purchase decision and whether it can make them loyal to a specific retail outlet. In order to fulfil the research goals, primary and secondary research was conducted. Due to the vast scale of industries involved in retail, the research was isolated to the fashion industry for more precise findings. The primary research was done thought-out surveys (interview & questionnaire) and exploratory research. The research discussed in this paper had been studied in the past by others and the study conducted in this paper is an extension of past studies mentioned in the literature review. Judging from the research conducted previously and the research of this paper it was found that consumers to some extent did believe that aroma, background music and atmosphere had an effect on their decision making. It was also found that music in particular had the ability to persuade the consumers in preferring certain retail outlets.
- Subject
- Marketing
- Extent
- 43 pages : illustrations
- Format
- Publisher
- Regent's University London
- degree
- BAGM Marketing
- Language
- English
- Date Issued
- 2016
- Type
- Report
- Rights Holder
- Regent's University London & Margherita Campello Della Spina
- Item sets
- Theses or Dissertation