• When customer expectations and perceptions meet, it is called customer satisfaction and when expectation exceeds perception it is called customer delight. The scope of our research delved into the factors that provide a feel-good factor to the customer and narrowed down the impacting variables including store lighting, store music, haptics, sales experience, location and visual merchandising.

1. Great Lakes Institute of Management, Chennai
PGPM Batch -2019-2020
Managerial Implications of the Empirical Research
Topic- "Analysis of Factors driving Consumer Delight in
Brick and Mortar shopping"
Team Members-
Disha Ghoshal (FT201032) | Aparna Mahesh (FT202015) | Ira Agrawal (FT202034)
Guided By – Easwar Krishna Iyer
Managerial Implications
 This research is important for the retail industry as its results out which are the important buying decisions
enhancing factors in physical stores.
 The purpose of our study was to understand the impact of various factors of brick and mortar shopping
on customer delight.
 When customer expectations and perceptions meet, it is called customer satisfaction and when expectation
exceeds perception it is called customer delight. The scope of our research delved into the factors that
provide a feel-good factor to the customer and narrowed down the impacting variables including store
lighting, store music, haptics, sales experience, location and visual merchandising.
 Our study further revealed the extent to which these independent variables affect/ cause customer delight
(the dependent variable) and the relationship between them and the latter at all.
 Our survey structured using an exhaustive questionnaire, collected extensive data and analysed it using
statistical techniques, Regression and factor analysis to zero down the most effective factors.
 Store owners and managers must make sure that the store is well lit and the products displayed
should be highlighted with bright lights to impact the buying.
 Depending upon the retail products up for sale in the store, there should be the right kind of music
in the background that resonates with the target customers.
 Customers enjoy seeing displays of stores that are well designed. Many retail giants and now even
start ups have started cashing in on this idea and aesthetically designed stores are now largely
accepted by customers.
 The most important factor that still beats digital commerce is the touch and feel of products that still
drives customers to the store and rakes in the competition no matter the variety offered online.
Touching and feeling products gives the customer a valid satisfaction and especially with wearable,
trying on products elevates their mood.
 When studying about how the sales experience actually affects the sales we found out that
customers feel elated when salespeople are courteous to them and appreciate salespeople who
answer their queries correctly.
 The general expectation is to receive prompt service from salespeople who show sincere interest in
solving their problems.
 Overall the research will be very useful to the industry to understand the major factors affecting buying
decisions and can increase their customer-centricity by targeting the right audience with the right choice
of store aesthetics and also increase their ROI from the marketing expenses spent on infrastructure and
ambience.