The Effect Of Atmospheric Cues

Published Date: 02 Nov 2017

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Final Project of Marketing

The effect of atmospheric cues and its effect on hedonic retail experience

Submitted to:

SIR SHAZIF IQBAL

Submitted By:

Arslan khan (091313)

Mohammad Ali Akbar (091319)

Table Of Content

ACKNOWLEDGEMENT

ABSTRACT

INTRODUCTION & BASE PAPER

THEORETICAL FRAMEWORK

RESEARCH TOPIC

OBSERVATION

PROBLEM STATEMENT

LISTING OF VARIABLES

PRIORITIZATION OF VARIABLES

CLASSIFICATION OF VARIABLES

LITERATURE REVIEW

RESEARCH METHADOLOGY

THEMATIC DIAGRAM

NATURE OF RESEARCH

DATA ANALYSIS AND INTERPRETATION OF DATA SEPERATELY

FACTS AND FIGURES OF BOTH STORES

COEFFICIENTS

ANOVA

MODEL SUMMARY

GRAPHS

LIMITATIONS

CONCLUSION

REFERENCES

APPENDIX

QUESTIONNAIRE

Acknowledgment

First of all we would like to praise and thanks to ALLAH ALMIGHTY who gave us strength and capability to complete this project and also given ability to choose the right path for our career. After that our parents who support us morally and financially and their prayers have enlighten our path towards success. We also thankful to our instructor Sir Shazif Iqbal whose endless support and efforts throughout the project has enable us to complete this project. And the team members have equally contributed in the success of the project.

Abstract

We are focusing on the Effects of Atmospheric Cues on Hedonic Retail Experience. And we have targeted the market of Lahore for conducting this research. And by also filtering it we have chosen the HKB & POTPORRI for this. The reason being for this is, HKB & POTPORRI have working of almost all atmospheric cues which attract customers like other retailing giants like Hyper-star, CSD, Al-Fatah etc. Our base article for this research is International Journal of Retail & Distribution Management

Emerald Article: Atmospheric Cues and their Effect on the Hedonic Retail

Experience

Paul W. Ballantine, Richard Jack, Andrew G. Parsons

We have decided to conduct this research on the variables of the base article and other related articles which is in the same context but we have conducted this in our market.

And after conducting this research we come to know that the variables which we have chosen have impact on the hedonic retail experience due to atmospheric cues.

Introduction & Base Paper:

Introduction:

Our research is basically on the topic that What Are the different atmospheric cues and what are their effect on the retail experience of customers. Every retailer want to get more and more customers so for this purpose he try his level best to use different cues In his store to attract customers and to provide them such kind of pleasant environment which they Remember for a long time. Under the umbrella of such cues which customers always remember And I wish to visit that particular store again and again. These cues actually influence their emotions and shopping behavior and they consider themselves in a utopian world.

Types or categories of atmospheric cues:

There are five broad categories of atmospheric cues which are very much important in order to make a soothing atmosphere of the store. These are described below:

1: External cues

2: General interior cues

3: Layout and design cues

4: Point of purchase and decoration displays

5: Human variables

1) External cues:

First category of the atmospheric cues is the external cues which include that what’s the style and location of your building. Is the traffic flow around your store is good or not. what’s around your store, either its buildings are other stores etc. how your building looks like externally What kind of art work is done on the building walls and how much lighting and paints You used on the wall of the store to create a eye catching view Of your store. So all these features are part of atmospheric cues and come under the heading of external cues.

2) General interior cues:

Next category is of those cues that use inside the store like what color scheme you use inside the store. Music is there or not and either it is loud or in light mood. What’s the ceiling composition of your store because customers look everywhere and want to enjoy the environment? Also, what level and types of lighting are used inside and outside the store to create a hedonic atmosphere for shoppers?

3) Layout and Design:

One Of the most important and attractive cue is the layout of your store which include that how you allocate your space and adjust All the racks and cases in a particular fashion which would be comfortable for the customers to have glance on all the products. Next thing is that what is the layout/design of your store? How much space is left between the shelves and racks to adjust people inside the store? These ques used basically to provide more and more comfort to the shoppers.

4) Point of Purchase and Decoration Displays:

Point of purchase is the place where the products are placed and displayed for the customers. so retailers try to use different cues Inform and guide customers by pasting different signs and cards, price tags and do wall decoration around the point of purchase so that customers wish to buy that products.

5) Human Variables:

Some human variables are also important which customers don’t judge and notice very much during their shopping experience like whets the attitude and behavior of salesman’s with them, either he is helping them or not in searching their require products. The uniform of Sales personnel depict that these are the employees of store and it’s easy for customers to call them for any kind of help. Customers also focus that how much crowd is there inside the store and think that am I secure and my privacy is still maintain or not.

So all these cues go side by side and are incomplete without each other. So retailers don’t miss any cue to create such a atmosphere which really influence customer retail shopping experience.

Hedonic consumption versus Utilitarian consumption:

It’s Very Important for any sort of retailer to keep in mind the concept of hedonic consumption and utilitarian consumption. By hedonic consumption we mean "that aspect of human behavior including emotions and fantasy which he relate or experience while taking the product" while the utilitarian consumption is "such kind of task oriented activity in which satisfaction is based only when the customer use that product and then he get satisfied"

Independent variables:

There are two broad categories of variables under which all independent cues take place. These two broad categories are attractive and facilitating stimuli.

Attractive stimuli:

These are those cues which create excite excitement and seek the attention of the customers. Under this broad category the atmospheric cues are:

Lighting:

Lighting plays a backbone role in any sort of store. The use of proper, dark and dim lights according to their requirement and place (interior and exterior) increase the beauty of store and enhance customers shopping experience.

Space:

Allocation of space to all the products and to leave space for the customers makes them Comfortable to go through entire store easily.

Color:

Different color schemes including dark and dim colors everywhere in the store attract the attention on the customers.

Layout:

Layout plays a vital role in increasing the beauty of store. To set all the products, merchandise, cash counter etc. is important to make your customer easily reachable to each and every product.

Sound:

Back ground music with medium volume also influence customers emotions and they spend more time in the store.

Product Display Features:

PDF means how you present your products In the shelves and aisles. If also include using of different price tags and pictures of products in order to give full information to the customers about the products.

Design Features:

Design features include the way retailers the interior of their store like furniture, cash registers and space design etc. these steps are taken to give full comfort to shoppers.

Facilitating Stimuli:

Other broad category is facilitating stimuli that include those cues which are very much important to facilitate other attractive cues. Under this category the atmospheric cues are:

1) Comfort Features:

These cues add beauty in the atmosphere of the store and provide comfort and ideal environment to the customers like cool temperature, cleanliness of store and space between the shelves and aisles.

2) Crowding:

This cue usually decrease the enjoyment or excitement of the customers so well designed layout and extra space will adjust crowd and give a memorable shopping experience to the customers.

3) Lighting:

Certain level of lighting is required inside and outside of store in Order to make visible all products and to prominent your store layout and building as well. Lighting of different intensity and colors add beauty to the store.

4) Product Display Features:

PDF can also be use as facilitating stimuli. PDF means how you present your products in the shelves and aisles. If also include using of different price tags and pictures of products in order to give full information to the customers about the products.

5) Employees:

Employee’s behavior and attitude towards customers matters a lot. Customers always expect that sales personnel will help and guide them. Their uniform and tone talking add value to the service or product.

So all these cues whether its attractive or facilitating cues, all are important to enhance the beauty of the store and to make such a pleasurable atmosphere which influence the overall hedonic shopping experience of customers.

Theoretical Framework

Research Topic

"The effects of Atmospheric cues on Overall Hedonic Retail Experience"

Observation Statement

"Now days, we observe that all stores are working on their ambient and retail environment to provide their customers a pleasant shopping environment by using or working on different atmospheric cues."

Problem Statement

"Why there is a variation in customer hedonic retail experience due to different atmospheric cues?"

Listing of variables

Entrances

Exterior display windows

Height of building

Size of building

Layout and design variable

Color of building

Point of-purchase and decoration

Architectural style

Parking availability

Flooring and carpeting

Color schemes

Lighting

Music

Paint and wall paper

Ceiling composition

Merchandise

Temperature

Cleanliness

Space design and allocation

Placement of merchandise

Grouping of merchandise

Waiting rooms

Racks and cases

Furniture

Point-of-purchase and decoration variables

Point-of-purchase displays

Signs and cards

Wall decorations

Artwork

Product displays

Price displays

Employee characteristics

Crowding

Employee uniforms

Prioritization of variables

Lighting

Space

Color

Music

Layout

Product Display Features

Design Features

Comfort Features

Crowding

Employees behavior

Classification of variables

Dependent Variable:

Hedonic Retail Experience

Literature review:

Color and shopping intentions:

The intervening effect of price fairness and perceived affect

Barry J. Babin, David M. Hardesty, Tracy A. Suter

COLOR:

Retailers usually focus on different cues to stimulate positive customer’s responses. One of that cues is the use of different color schemes in exterior as well as interior settings of store to attract customers. Color scheme use outside of store may be on the exterior wall of store, colors used on advertisement of brands available in the store and on the depression zone to convince customers to come inside for shopping. Colors play more important role inside the store especially where the products placed, on the walls and roof etc. customers attract more towards Blue color and feel comfortable in blue environment retail setting as compare to orange color as blue color is associated with "cool" as it has short wavelength while orange or red is consider as "warm" colors as it has long wavelength. So blue color depict better environment and red color is consider as arousing or exciting color. Same like this pink color attracts children’s and females. Retailers use different color schemes around the products which ad extra value to the product and customer get attracted to buy that product as it give pretty good view of product under different shades of colors. In simply different color schemes actually get attention of the consumers and give eye catching shades to the Product.

According to our survey in case of HKB the significance of colors schemes of HKB is low and has negative effect on the overall hedonic shopping experience so they should use more colors and should focus on this cue because it’s very important cue and customers really like different color schemes.

Almost same kind of result are of POTPURRI who have Low significance value and have negative effect on overall hedonic shopping experience.

Congruency of scent and music as a driver of in-store

Evaluations and behavior

Anna S. Mattilaa, Jochen Wirtzb,

MUSIC:

One of the atmospheric cue which attract Customer and enhance shopping experience is the background light Music either in the store, restaurant or in any super market etc. Now a day’s customer is always in hurry and don’t want to spend much time in shopping because of the shortage of time busy routine life .some customers even take shopping as a task so retails always keep in mind all kind of customers and play light background music in their stores Which really attract customers and urge them to spend more and more time in the store, because of this they give more time to every product or area of store and do extra shopping and enjoy the shopping. Music usually attracts children’s and teenage more as compare to elders.

Noise and loudness are usually perceived as irritating thing during shopping so there shouldn’t b noise and music should b in light mode. In other words there should be balance between loudness and constant sound which really creates a pleasant environment.

If we relate this cue with our stores then in case of HKB the value of coefficient of music is significant and it has positive effect on the dependent variable which is overall hedonic retail experience. It means customers of HKB love and really wants music during shopping which enhance their shopping experience and give them some relaxation as well.

On the other side the coefficient of POTPURRI is not significant and not has good effect on overall experience. It means customers either don’t want music or they don’t give much attention to the music during shopping so they don’t take effect of music on their shopping.

In shortly recommend that music have a good effect on shopping experience and influence shopping experience so retailers should also focus on this cue like other cues

Experiential Marketing: An Insight into the Mind of the Consumer

Ladipo Patrick Kunle Adeosun

Department of Business Administration

University of Lagos, Nigeria.

E-mail: [email protected]

Experiential Marketing:

Experiential marketing is basically the process in which you as a retailer make interest and engage customer by making them to experience your product in depth. By doing this, Customers will come to know all the features of the products, their action and results and in response they will get satisfied with the product and may do impulse buying.

The experiential marketing basically influence the buying behavior and choice decisions of the customer and sometimes customer may do impulse buying. This also create the value of the product in the customer mind and customer become brand loyal of that particular product.

Perceived Retail Crowding and Shopping Satisfaction:

What Modifies This Relationship?

Karen A. Machleit

Department of Marketing

University of Cincinnati

Perceived retail crowding

Whenever customer goes to store or any supermarket he has to face big crowd either outside or inside the store. Some customers get tensed or feel hesitation in such kind of environment but some may take it n a positive way in such a way that it the customers this store are very much and making such a big crowd then the product quality or prices will be low or reasonable so he/she happily do shopping there.

But mostly researches have concluded that if the perceived crowd rate is high then it will decrease the satisfaction level of the customers and the perceived crowding rate and satisfaction level these all depend upon the emotional reactions of the customers. Perceived crowd rate has two dimensions. One is spatial crowding and other is social crowding.

Spatial crowding is the number of non-human elements in the store.etc all the products and merchandise are spatial crowding perceived by the Customers. So customers may fell lack of space in the store and fell uneasy to shop.

Social crowding is basically the number of individuals and their interaction in the store. High social crowding lead to insecurity or narrow space which decrease satisfaction of the customers and they perceived it as crowded place.

The overall outcomes could be:

1: If perceived retail crowding is high then level of customers satisfaction will be low.

2: The above relation is being mediated by the emotions associated with shopping experience.

3: Every customer has different tolerance level to perceive crowding/customers.

4: And if the customer has high tolerance level then there should be no relationship

Between perceived crowding and satisfaction level of that customer and vice versa.

Irritating Aspects of the Shopping Environment

Alain d’Astous

ECOLE DES HEC, MONTREAL

Irritating aspects of shopping environment

To attract customers to the store is not only the focus of any retailer but to give them toe pleasurable and refreshing environment so that they can spend more time and do shopping but retailers should also keep in mind that there are some environmental cues that really irritate customers and should eliminate those irritating cues from the store because this may decrease the number of customers and their loyalty to the particular store.

Some of the irritants a retailer should avoid and to create pleasant atmosphere for the shoppers could be:

1: Ambient:

Bad stink in the store

Unclean interior

Suffocation or too hot inside

Music is too high/loud.

2: Design:

Customers are not getting or finding (products) what they are looking for.

Arrangements of the products changed after some time.

No mirror in the try room.

3: Social:

Too much crowd.

Un-loyal sales man

High pressure selling

Negative attitude of the sales personnel

Unavailability of the sales personnel

Sales personnel not giving time or not listening to the customers.

Recommendations to avoid these irritants

Always spray pleasing scent in the store to avoid any stink in the store.

Clean your store and product (shelves) on daily basis.

Set exhaust system inside the store to keep temperature cool.

Music should play but in light mood not in loud sound.

Salesmen should be there near to The customers to inform them about the product and to help them to find their required product

Loyal Customers of any store usually know where the products exactly place so don’t change arrangements of the products so that customer might not get irritated in searching their require product.

There should be big size mirror in the try room for customers.

To avoid crowding, place Products in a good manner to create maximum space for the customers and try not to place any unrequited thing in the store.

Sometimes sales persons deceive customers by charging extra Price so attach price tag to every product and do evaluation of employees time by time.

Train all sales personnel how to treat customers and never ever misbehave with any customer.

Make sure that all the sales personnel are present during store timing and guiding customers.

Every sale personnel should give time to every customer, listen their needs and don’t create any difference between the customers.

In-store music and consumer–brand relationships: Relational transformation following experiences of (mis)fit

Michael Beverland a,⁎, Elison Ai Ching Lim a,1, Michael Morrison b,2, Milé Terziovski c,3

In-store Music and Brand Relationship:

Music is such kind of important atmospheric cue Which Retailer use to attract customers and to give them pleasant atmosphere. They also use in-store music to built strong brand relationship and emotional attachment with their shoppers. Some retailers are master in using such kind of cue so they play classical type music with Soft lights which really create a cool environment and this increase the service and quality rating of the store. Music actually communicates the message of the product quality in a sense that shoppers take this a positive point which influences their emotions and they relate this cue with the quality of the store and their products.

In store music has directly effect on some aspects of shopping behavior like:

Good in store music convinces shoppers to spend more time in the store.

Most of the customers get satisfied from the store music.

Because of this pleasant environment, customers sometimes do extra shopping and even willingness to pay any price for the product.

Their environment boosts the delightful feelings of the customers and they have good shopping experience.

And if the customer has delightful experience then he has strong brand and store relationship.

Hedonic shopping motivations

Mark J. Arnold a, Kristy E. Reynolds b

Hedonic shopping motivation

Customers go to shopping when there is shopping motive which motivate them to go to store where they experience lot of emotions inside the store which actually influence their shopping choice of different products. He may affected by the hedonic motivation which influence their decision making process. More and more shopper will get motivated more he will involve in the product assortment.

Not all the customers go for shopping but some do window shopping, some go for enjoyment and time passing etc. depending on different moods and situations hedonic shopping motivation can be divided into six types which are:

1: Adventure shopping:

This is kind of shopping in which customers do shopping For joy excitement and consider themselves in another world where there is exciting environment including music, scent and attractive lighting which motivate their shopping.

2: Social shopping:

It’s a kind of shopping in which customers love to do shopping with their siblings and they want to spend more time with them during shopping and strengthen their relationship.

3: Gratification shopping:

Some customers get tired of their daily working routine so to lower down their stress and to make their mood positive they go for shopping.

4: Ideal shopping:

Most of the customers love new styles, innovation and fashions etc. so to stay with trends and fashion they do shopping.

5: Role shopping:

Some time customers do shopping for others or their love ones like to buy different gifts and unique products which make them excited and they feel happy to do shopping for their family and friends

6: Value shopping:

Some customers are much price conscious and always look for those products which are on sale or have low prices and discounts. Such kind of shopping is value shopping.

Enhancing Consumer Empowerment

Len Tiu Wright 1, Andrew Newman 2 and Charles Dennis 3

Enhancing Consumer Empowerment

Now a day’s consumer is consider asking because he is the person who has to buy your product, spend money and become your loyal customer. Now customer looks for the value they are getting in exchange of the money they are spending. They always expect more and more value and satisfaction from retailers. So retailers are trying their level best to know what customer want, what their needs are and how they can fully satisfy them. For this purpose they are empowering their customers by giving them extra facilities, pleasant environment, superior customer value, product customization and all kind of information about the products. This all is done just to make sure customers that they are everything for the retailers and to gain more and more customers.

Researcher Methodology

Thematic Diagram:

NATURE OF RESEARCH:

"The nature of our research is exploratory, because we conducted our researcher for preliminary purpose that "why there is a variation in people shopping experience due to atmospheric cues at HKB and POTPORRI" and we conduct this researcher to solve or understand that problem/phenomena. So due to preliminary investigation on HKB or PORTORRI this researcher is exploratory."

SECONDARY DATA SOURCES:

"The secondary data sources of our research are articles, journals of marketing and retailing and also other work done by different people of different fields like psychology, behavioral studies and so on."

PRIMARY DATA SOURCES:

"Primary data was gathered from general respondents who are customers of HKB and POTPORRI by asking those questions and also gathered from staff and bit concern with managers of both stores."

RESEARCH APPROACH:

"The approach of our researcher is personal administered questionnaire and interviews, done from the customers, staff and manager of HKB and POTPORRI."

SAMPLING PLAN:

"We did non-probability sampling for our research."

SAMPLE SIZE:

"The sample size of our research was about 180 respondents from different age groups, males and females having different professions and backgrounds."

RESEARCH INSTRUMENT:

"Survey is conducted through questionnaire which is a research instrument."

Data Analysis and Interpretation of Data on bases of Our Research with regards to each Variable Separately:

Articles

Layout Data Analysis at HKB and POTPORRI

Influence of layout on arousal and pleasure (customized retail service)

Generic and importance:

Layout plays a vital role in the success of any store. In a physical environment of store layout affects a lot on building consumer behavior and responses. Layout of any building is very important due to various factors. If a layout of a store is more convenient to target market than it give you more customer base. Layout helps in attracting people, provides convenience, ease and helps to make an action due to arousal which was generated to be favorable layout of a store. In layout many other factors involve to make it more convenient to the target market. It includes ambient conditions, special layout and functionality, artifacts, symbols and so on. As we think from consumer point of view, we know that all these things are much important to make our retail experience pleasurable.

Layout of HKB/POTPURRI:

HKB:

According to our survey we found that people rate the layout of HKB outlet more than an average. They think that HKB have effective and proper layout and it attracts. On the other hand some people or respondents complaint about the layout of HKB like its entrance and parking space. They think HKB does not properly work on its layout. It is not remarkable but overall it’s good enough to attract.

On the other hand, at potpourri, people reaction about layout of potpourri is more than HKB. They rate potpourri more. They considers potpourri as more attractive and convenient.

2 Generic importance/ significance of layout about HKB/POTPURRI

HKB:

At HKB, the general significance of respondent’s to layout is 465% which is on an average side and people rate about HKB’s layout is .734% which shows that HKB works good on its layout according to significance.

At potpourri, significance level of layout is .578% and people rate layout of potpourri more than HKB.

The relationship of layout b/w dependent variables and dependent variables at HKB and POTPURRI:

HKB:

Results show that layout have not so much effect on different independent variables like frequency of purchase, employee behavior and so on. It has major impact on crowding, lighting, appearance, ease and pleasure. Its impact on overall retail experience is at positive which is .41%.it shows HKB is at average rate to feel its customers a pleasurable shopping experience.

POTPURRI:

At potpourri, layout shows more positive relation with other independent variables like music, comfort, fixture, lighting and having negative relation with employee behavior and other factors which shows people are more pleased while shopping at potpourri. They feel relax and enjoy shopping environment created through efficient and attractive layout.

Lighting Data Analysis at HKB and POTPORRI

Retail design: lighting as an atmosphere tool, creating experiences which influence consumer mood and behavior in commercial

Generic and importance:

As our research is based on atmospheric cues and its impact on hedonic or environmental cues, so lightening is one of important cue which attract people and work as an important stimuli to get response out of people. As our senses are concern and one of five senses is seeing, people always attracted by what they see and of his/her mind set whether shopped or not, depend upon appearance and environment which appeals customer or not. Lightening is one of the important tools to make product or store appearance, attractive to its viewers and target audience. Lightening helps to preset thing better to attract customers. It also makes effect on consumer need and buying behavior. So now a day’s, developed or un-developed countries catches the importance of physical appearance and work on it quite well and tries different ways of lightening to raise its customer base.

So we discuss briefly about the HKB and POTORRI"S lightening schemes that how well they are doing, how much its attract their customers and what about the comments of their customers about the lightening and overall retail experience as well as its significance.

General view about HKB and potpourri lightening:

As far as general view about lighting of both stores is concern than, both are doing well but potpourri has an edge on HKB, respondent said that they liked potpourri lightening effect more than HKB. POTPORRI have well organized and attractive lightening and HKB has average lightening effects. People rate HKB lightening as too bad. Lightening at POTPORRI attracts customers more than of HKB.

The generic significance, people rate at HKB (of lightening) and POTPORRI:

As we all know that in retail shopping experience lightening has its major significance. If we talk about HKB, significance is .934% which want to see lightening scheme and it attracts them but result shows about HKB lightening is -0.82% which shows HKB not working properly on lightening issue.

POTPURRI:

If we talk about the preference and liking ratio of people about lightening at potpourri so result shows, it is on positive side .345% so people response clearly shows that potpourri is far better than HKB in lightening and significantly attracts people towards its store.

The relationship of lightening with dependent and independent variables at HKB and potpourri:

HKB

If we talk about the relationship between HKB lightening and its customer’s overall retail experience so our result shows it is -0.05% respondents about HKB lightening which is not good enough in respect of expectation and significance. HKB lightening has negative relation with all independent variable instead of product display feature and layout. All other variables show negative relation with lightening and people overall experience effect due to poor lightening schemes.

POTPORRI:

According to our survey the relation b/w lightening and shopping experience at POTPORRI is at positive side. People feel comfortable about lightening schemes. Potpourri has a positive setup with layout and its other features like comfort, features, crowding and so on.

In conclusion, POTPORRI customers are more please with the lightening and due to this, shopping experience is more enhance and better than HKB at POTPORRI based upon lightening.

Music Data Analysis at HKB and POTPORRI

(The interaction effect of music and odor on shopping spending)

General Importance:

One of important atmosphere cues is music. As our topic is about the effects of atmospheric cues on retail experience, so we studied and discussed the importance of music in retail environment from literature review as well as from respondents through questionnaire. As far as importance is concern so according to our study we found that music and ambient odor attracts the shoppers and provide a relaxed and comfortable environment where they enjoy spending more time as well as money to shop and enhancing their shopping experience. We found that music works as emotional stimuli and generated emotional responses and purchases.

Music stimulates cognitive process through arousal, memories, familiarity and meaning through music. People emotional behavior attracts themselves from their love ones.

Music at HKB/POTPURRI:

Both stores are having slow background music. When we ask customers about the music of both stores, are they like music? Is due to music they spend more time? Have music effect their spending and buying behavior? Then the first general response of people about music of both

stores was very poor. They think neither HKB nor POTPURRI doing good work of their background music. Even many times, there was no music and sometimes it is so slow that they even don’t notice at all.

Some of respondents told that yes, music is very important to enhance shopping experience and they like store background music but not up to the mark.

General Significance/ how people rate HKB and POTPURRI music?

People rate HKB music slightly better than potpourri. Respondents think that HKB music is better than potpourri and it attracts them in comparison to potpourri. At HKB significance rate is .934% and people response positively to 1.298% which is good but not significantly satisfied.

At potpourri the significance ratio is .936% and people response negatively up to -0.80% which is very poor.

Relationship with other independent and dependent variable:

At HKB, music having slightly positive relationship with other independent variables instead of layout and lightening features. If we talk about the dependent variable which show positive relation up to 0.62% only which shows HKB have to work hard on this atmospheric cue to enhance experience of its customers.

POTPORRI:

At potpourri music shows negative relation with most independent variables and also effect on enhancing retail shopping experience because result shows negative up to -0.04%. So potpourri is also recommended to work on its background music.

Retail Crowding Data Analysis at HKB and POTPORRI

General/ importance:

Now a day’s competition is growing days by day, each and everyone busy in their lives, no one have leisure lime to spend more and more time at Mall’s and for shopping, everyone is in a hurry and want to shop its desire good fast and to go home or work.

In this scenario, new techniques and technologies came to overcame this problem so by the help of this things stores capture or satisfied more and more customers and wants to provide them a convenient and service preferred environment to increase their customer base.

As we talking about crowding than we found that crowding helps in generating emotions, mood, value and perception about the store. Crowding also effect upon decision making process of a customer, it influence on perceived quality of a product and service, store image, amount of time and money spend and store satisfaction.

Crowding is based upon 2 dimensions:

Spatial Crowding

Human Crowding

Spatial crowding:

When a customer feel restricted physical body movement due to the amount of spatial density e.g. (The amount of merchandise and aisles in a store.)

Human crowding:

Human crowding means the number of people in a store.

These dimensions could be perceived differently. It may be depend upon:

Shopping Motives

Time Pressure

Expectations of Crowding

Prior Experience of Crowding

Tolerance for crowding

Crowding at HKB and POTPORRI:

When we asked about crowding in both stores to our respondents than most people told us that crowding is very important factor for them to choose a store for shopping, because we people normally don’t have so much time to spend on shopping, so the significance of crowding is high at both stores. People told us that both stores are doing well to handle their crowd; normally there is not so much crowd so we normally feel very comfortable.

In comparison of both stores, people told us that there are more crowds at HKB in comparison to POTPORRI. Although HKB is doing well to handle crowd, but we normally preferred POTPORRI to shop based on crowding condition. Some respondents also preferred to shop from HKB because they like crowdie place to shop.

Significance of crowding at HKB and POTPORRI:

As far as our results are concern, we found that the significance of crowding at both stores is high or at positive side. At HKB, .861% and at POTPORRI it is .848%. Results show that there are less people at POTPORRI in comparison to HKB.

Crowding relationship with dependent variable and other independent variables:

At HKB, crowding having negative relationship with comfort features, space, design features, frequency of purchase and others having slightly positive and overall crowding don’t have a positive effect on retail experience.

At POTPORRI, people have more positive or pleasant experience while shopping due to fewer crowds. At POTPORRI, crowding having negative relationship with frequency of purchase, comfort features, employee behavior and design features.

Personal service/employee behavior Data Analysis at HKB and POTPORRI

General/ importance:

If we talking about the personal service or employee behavior with the customer at the time of service interaction than researches and survey’s shows us the importance of personal/ employee behavior that whether the product or service quality is incredible, unremarkable or having no flows and cons or we can say that from production to consumption that product or service simply perfect but although this perfection if the employee or service personal behavior with its clients/ customer is not good enough than all perfection having no meaning in the mind of customer.

Superior customer value having multiple factor which is beyond all other physical factors or environmental comforts or beyond of how good a product or service is, so for superior customer value companies or retailer should focus on physical interaction between employee and customer until the product delivered to customer.

Lovelock classified personal service into three types:

Low Connection

Medium Connection

High Connection

Employees Behavior at HKB and POTPORRI:

If we talk about the significance of employee behavior at HKB and POTPORRI so in our research we found out that the significance of employee behavior is very high in comparison to other variables. We can say that the most preferred variables of our research.

In general, people rate HKB having more trained, well manager and discipline and helpful staff in comparison to POTPORRI.

The generic significance and people rating of employee/ behavior at POTPORRI/ HKB:

Significance or preference ratio of HKB employee behavior is more than POTPORRI.

HKB having 2.478% at positive side which shows customers are well satisfied from HKB employee’s attitude.

On the other hand POTPORRI having a significance level of about 1.939% which is lesser than HKB, which show people are not quite happy from its employees but POTPORRI also doing well in term of that variable but some improvement must required.

Relationship of employee’s behavior with dependent and independent variable:

Employee behavior having direct relationship with frequency of purchase, crowding, comfort level and having most positive, direct relation with shopping experience up to .126% at HKB.

At POTPORRI, employee behavior also having frequency of purchase, crowding, comfort level and having .099% direct relation with shopping experience lesser tan HKB.

So POTPORRI needs to improve its staff attitude with customers.

Product display features Data Analysis at HKB and POTPORRI

General/Importance:

One of the most important atmospheric cues which enhance the beauty of store as well as the products is way the products are being displayed. Customer become irritate when he has to search for his require product but if the product will display in a good manner then it’s easy for customer to search their require product.

The display features of products may include that how all products are displayed to the customer at the point of purchase. Retailers usually use different kind of signs and cards which include where particular product is placed. They also use different posters and pictures of demanding and new products including their variety which attract customers and they sometimes do impulse buying. Some retailers love to do art work in their stores especially around the shelves and on the walls which enhance beauty of products. They attach price tags and usage information in order to make customers know about the product and to satisfy them and all these features urge customers to buy these products.

Product display feature at HKB and POTPORRI:

As we all know that the presentation and display of a product plays a vital role in retailing or enhancing shopping experience. As far as HKB and POTPORRI Product Display Features are concern, customers of both stores are very much concern about the display of the products. They rate both store display features on to the positive side but respondents told us that POTPORRI product presentation is much better than HKB.

Significance of PDF at HKB and POTPORRI:

As far as our results are concern, the significance level at HKB is .258% which is on the positive side but not so much good and if we talk about POTPORRI then it is .989% which shows more people/respondents preferred POTPORRI as far as PRODUCT DISPLAY FEATURES are concerned.

PDF relationship with other independent variables and dependent variable at HKB and POTPORRI:

At HKB, PDF have positive or direct relation with crowding, frequency of purchase, colors, design features, comfort features, and lighting and overall effect on retail experience is only .014% which shows poor display features at HKB.

At POTPORRI, PDF having positive or direct relation with crowding, frequency of purchase, colors, and design features and here the overall effect on retail experience is .043% which is better than HKB.

Space Data Analysis at HKB and POTPORRI

General / Importance

Space plays a key role in the attractiveness and beauty of any store. Space is important either It’s available inside or outside the store. Space available outside mean what’s the location of your store, is it in the hub of that area or away from the population. What’s the surrounding area around yours store, either its buildings or a market around because it will generate more traffic near your store and more customers will visit your store.

Also keep in view that how much space is available outside and how much space you are giving for parking. The size and height of building of store should be proper mean if your store have two or three floors then you can allot more space or area to every products displays which will make easy for the customers to visit all the areas of the store. Retailers should try to give more space on the entrance door so that customers can easily come inside and don’t feel any kind of hesitation or rush on the entrance. they should set all the shelves, aisles, cash counters in such a way which create more for the customers in order to give them a good and comfort shopping experience.

Space at HKB and POTPORRI:

When we asked our respondents about the space of both the stores here again people rate POTPORRI better than HKB. For space the significance level is at positive side on both stores but both are not doing well.[ as far as space is concern PORPORRI having better space but not up to the mark.

Significance level and performance of HKB and POTPORRI on space allocation:

The significance level is .361% at HKB but performance is on negative side which is about -.918% which shows customers was not happy with space allocation of HKB.

At POTPORRI, significance level is .814% but its performance is also on negative side but slightly better than HKB which is -.236%

Relationship of space with other independent and dependent variables at HKB and POTPORRI:

At HKB, space has direct and positive relationship with frequency of purchase and comfort features and overall having negative impact on retail experience which is -0.49%, so we concluded that people are not happy with space allocation at HKB.

At POTPORRI, this percentage is slightly better but also at negative side which is about -.013% which also shows that POTPORRI has not enough space to satisfied its customers.

Design features Data Analysis at HKB and POTPORRI

General / Importance

Just like other cues, design of the store and product displays has its own importance. When retailers design store he keep in view that what kind of store design will suit to his store, what should be the design of racks and cases where he can place his all products easily and can save more space for the shoppers.

He should design every part of store according to the Requirement and product presentation.eg where he should place all merchandise. What’s the best place of cash counter; either it should at the exit place or at one corner of the store.

The next vital thing is that How a retailer set furniture or sitting place for the customers to relax, where should be the store room and Try room etc. It should be designed in a way that will not create much crowd in the store and customers feel unsecure. So retailers should design interior and exterior of store in well manner in order to keep your customers satisfy and to create strong relationship with them.

Design features at HKB and POTPORRI:

According to our respondents, in case of design features both stores are doing good work, here significance is at positive side on both stores but her again POTPORRI is better than HKB.

Significance and performance level at both stores:

At HKB, significance level is .997% and the performance level is .004% although response is at positive side but it is only marginal which shows HKB have to work hard on its design features.

At POTPORRI, the significance level is .762% and the performance level is .303% which is at positive side and far better than HKB.

Relationship of DESIGN FEATURES with other independent and dependent variable at HKB and POTPORRI:

At HKB, design features have negative relation with comfort features, lighting, crowding and frequency of purchase which shows that HKB lacks in design features and having no effect at enhancing retail/ shopping experience.

At POTPORRI, design features having positive relation with frequency of purchase, product display feature and crowding and having .016% effect on overall retail experience which is better than HKB.

Comfort feature Data Analysis at HKB and POTPORRI

General / Importance

One of the atmospheric cues which help in attracting customers is that how much comfort you are providing to your shoppers in the store. This may include the flooring that what the style of floor, how it is designed, what colors (tiles) are used on the floor, whether it is slippery or comfortable for the customers to Walk On such floor. Next thing is that retailers should clean their store in daily basis including all the aisles, floor, ceiling and the entire interior.

Try to keep the temperature cool and don’t create suffocation in order to make atmosphere pleasant. Customers also love to walk between different shelves to see and pick their require product so there should be more gap between shelves. Width of aisles should be proper so that customers can easily reach to all the products.

There should be separate smoking and waiting area if required in order to avoid any kind of smoky atmosphere and any rush respectively. So in simply more and more comfort you will provide to your customers, more they will visit to your store.

Comfort features at HKB and POTPORRI:

As we talk about the comfort features of both stores, here people response is in HKB favor, respondents more preferred HKB comfort features as compare to POTPORRI. At both stores, significance level is at positive side which shows comfort feature is one of the preferred variables in enhancing shopping experience.

Significance level and performance of comfort features at HKB and POTPORRI:

At HKB, significance level is .257% and the results shows the positive performance which is about 1.140% which shows people are well satisfied with comfort features of HKB.

At POTPORRI, significance level is .712% which shows people preferred to have good comfort features and performance goes at negative side which is about -.371% which shows POTPORRI is not fulfilling the expectations of its customers.

Relationship of comfort features with other independent and dependent variable at HKB and POTPORRI:

At HKB, comfort features have positive relation with crowding, music, product display features, and color schemes and overall effect on shopping experience is at positive side which is .063%.

At POTPORRI, comfort features have inverse relationship with frequency of purchase, product display features, crowding, color scheme and design features and overall effect on shopping experience also at negative side which is -.019% which shows people are not satisfied with comfort features at POTTPORI so HKB is better than POTPORRI in terms of comfort features.

Color scheme Data Analysis at HKB and POTPORRI

Color schemes at HKB and POTPORRI:

On both stores, responses about color scheme are at negative side which shows that both stores are not doing well as far as color scheme is concern.

Significance level of color scheme at HKB and POTPORRI:

Significance level on both stores is positive, at HKB and POTPORRI which is .210% and .858% respectively but performance of both stores is -1.263% and -.179% respectively which indicates the negative impact on retail experience which is -.068% and -.009% respectively which shows that color schemes of both stores are not enhancing the shopping experience of customers.

Facts and Figures of HKB

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Durbin-Watson

1

.913a

.834

.813

.52326

1.831

a. Predictors: (Constant), Frequency Of Purchase, Music, Product Display Feature, Employee Behavior, Crowding, Space, Color, Comfort Feature, Layout, Design Feature, Lighting

b. Dependent Variable: Overall Hedonic Retail Experience

ANOVAs

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

120.945

11

10.995

40.157

.000b

Residual

24.095

88

.274

Total

145.040

99

a. Dependent Variable: Overall Hedonic Retail Experience

b. Predictors: (Constant), Frequency Of Purchase, Music, Product Display Feature, Employee Behavior, Crowding, Space, Color, Comfort Features, Layout, Design Feature, Lighting

Coefficients

Model

Un-standardized Coefficients

Standardized Coefficients

t

Sig.

95.0% Confidence Interval for B

B

Std. Error

Beta

Lower Bound

Upper Bound

1

(Constant)

-.539

.437

-1.234

.221

-1.407

.329

Lighting

-.007

.083

-.005

-.082

.934

-.172

.158

Music

.083

.064

.062

1.298

.198

-.044

.210

Space

-.064

.070

-.049

-.918

.361

-.203

.075

Color

-.099

.079

-.068

-1.263

.210

-.256

.057

Layout

.060

.082

.041

.734

.465

-.103

.223

Product Display Feature

.021

.080

.014

.258

.797

-.139

.180

Design Feature

.000

.086

.000

.004

.997

-.171

.172

Comfort Feature

.096

.084

.063

1.140

.257

-.071

.262

Crowding

.011

.062

.009

.175

.861

-.112

.134

Employee Behavior

.183

.074

.126

2.478

.015

.036

.330

Frequency Of Purchase

.963

.062

.849

15.570

.000

.840

1.086

a. Dependent Variable: Overall Hedonic Retail Experience

Facts and Figures of POTPORRI

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Durbin-Watson

1

.919a

.844

.824

.51096

2.310

a. Predictors: (Constant), Frequency Of Purchase, Product Display Feature, Layout, Music, Comfort Feature, Lighting, Crowding, Color, Employee Behavior, Design Feature, Space

b. Dependent Variable: Overall Hedonic Retail Experience

ANOVAs

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

124.185

11

11.290

43.243

.000b

Residual

22.975

88

.261

Total

147.160

99

Dependent Variable: Overall Hedonic Retail Experience

b. Predictors: (Constant), Frequency Of Purchase, Product Display Feature, Layout, Music, Comfort Features, Lighting, Crowding, Color, Employee Behavior, Design Feature, Space

Coefficients

Model

Un-standardized Coefficients

Standardized Coefficients

t

Sig.

B

Std. Error

Beta

1

(Constant)

.088

.549

.160

.873

Lighting

.026

.075

.017

.345

.731

Music

-.005

.058

-.004

-.080

.936

Space

-.022

.093

-.013

-.236

.814

Color

-.014

.080

-.009

-.179

.858

Layout

-.050

.089

-.029

-.558

.578

Product Display Feature

.013

.013

.043

.989

.326

Design Features

.028

.092

.016

.303

.762

Comfort Features

-.035

.094

-.019

-.371

.712

Crowding

-.011

.056

-.009

-.193

.848

Employee Behavior

.138

.071

.099

1.939

.056

Frequency Of Purchase

1.015

.055

.892

18.589

.000

a. Dependent Variable: Overall Hedonic Retail Experience

Graphs of HKB

Graphs of POTPORRI

Limitations

RESEARCHER LIMITATIONS:

The researcher had a time constraint in meeting the objectives which were been set for the research, resources which were needed like funding to get more in depth knowledge were not received. These aspects makes a researcher a bit of restricted in carrying out the desired results in accordance to the observation been carried out. Taken in view the researcher are experienced people with lifetime experience spent in the required field so that also played a role to some extent that the quality which international researchers meet were not been achieved. These all aspect makes the researchers limited in its domain to carry out the required results needed indeed.

RESPONDENT LIMITATIONS:

As when shoppers are moving around in a shopping mall they are least bothered about anything else. When we interacted with people who were the consumers they were less interested in giving their responses. Some of those people were been personally administered and given assistance so they can understand the question and reply with their response. Most people gave biased responses due to the hectic routine which they are facing all the week.

RESEARCH LIMITATION:

The research is always carried out to know something better about the required place or anything of interest; it gives a vision to other people to think about the aspects which might be ignored by them. When research is carried out the limitation lies with the irrelevant answer, and there is a probability that data is limited and is not easily accessible.

Conclusion

At the end, we conclude our research on the bases of our finding, facts and figures. We conclude our survey one by one separately on both stores.

HKB:

At HKB, we found that, the variables which we chosen for our survey from literature review have influence a lot on customer behavior while shopping or at overall effect on hedonic retail experience.

If we see the MODELSUMMARY OF HKB DATA, than we came to know that the variables which we selected have a major impact on overall hedonic retail experience which is about .913%. So for enhancing retail experience these variables play a vital role.

Now if we talk about the coefficient model, than we came to know that music, layout product display features, comfort features and employee behavior play a major in respect with other variables. These are the variables which respondents of HKB rate more and think they are influence more while shopping and due to these variables, their retail and shopping experience became more pleasant.

And if we look at the performance level of HKB with respect of these variables particularly than we came to know that HKB performing better in employee behavior, comfort features, layout, music, and in product display features and having negative performance in lighting, spacing, and in color schemes.

So overall, HKB is at average side with respect to atmospheric cues.

POTPORRI:

In conclusion, we found that our variable particularly having major influence in creating customer behavior and enhancing shopping experience of respondent of POTPORRI.

When we consider the MODEL SUMMARY of POTPORRI, than we came to know that, here these variables having more impact on enhancing overall hedonic retail experience of people which is about .919% which shows people are more happy and pleased with POTPORRI

working at its atmospheric cues. They rate these variables more at POTPORRI with respect to HKB and at POTPORRI respondents shopping experience is more enhance than HKB.

At POTPORRI, the more significant variables according to our respondents are employee behavior, design features and lighting and weak variables are music, color and crowding.

And when we talk about the performance level of POTPORRI, its showing positive performance in lighting, product display features, design features, employee behavior up to .017%, .043%, .016% and 0.99% respectively and its far better than HKB.

Overall Comparison:

When we talk about the comparison of both stores in term of ATMOSPHERIC CUES and OVERALL RETAIL EXPERIENCE, than TWO Factors are very important which shows the overall comparison of both stores.

Impact on OVERALL RETAIL EXPERIENCE FROM MODEL SUMMARY.

FREQUENCY OF PURCHASE.

So overall retail experience is .913% and .919% at HKB and POTPORRI respectively. The frequency of purchase is 15.570% and 18.589% at HKB and POTPORRI respectively.

So both these indicators shows POTPORRI performing better in terms of ATMOSPHERIC CUES and while shopping its customers shopping experience more enhance and better than HKB customers.

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