Impact of Store Ambience on Consumer Variety Seeking Behaviour

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Impact of Store Ambience on Consumer Variety Seeking Behaviour

  1. 1. Impact of Store Ambience on Consumer Variety Does it impact the variety seeking behaviour ofBehaviour Seeking a consumer? CONSUMER BEHAVIOUR – SECTION B – GROUP 6 How important is the environment of a store? MDI, GURGAON ABHINAV VK (12P121) | ISHPREET SINGH (12P139) | KARAN JAIDKA (12P141) KSHITIJ AHUJA (12P143) | MAYANK SHARMA (12P150) | ADITI PANDEY (12P183)
  2. 2. Introduction Store Environment Variety Seeking Behaviour  Store environment comprises ambience, design and social factors  Retailers go the extra mile to make the retail ‘experience’ a key differentiator  There is growing evidence about the influence of store environment on variety seeking behaviour  This is the tendency of an individual to seek change over time  Mostly attracts attention in the retail and shopping segment  Various personality, product category and situational variables drive variety seeking Ambient Factors Light Scent Music Design Factors Layout Assortment Social Factors Presence of salespersons Effectiveness of salespersons Personality Product Category Situational Variables Optimum Stimulation Level Involvement Positive affect Deal Proneness Hedonic features Public scrutiny of choices Selfmonitoring Goal Orientation Consumer Behaviour | Section B | Group 6 Activation of negative concepts
  3. 3. Research Problems Identified Does customer positive affect has an impact on variety seeking behavior? If yes, how much Does overall perception of store environment have a positive impact on positive affect? If yes, how much Does overall perception of store have an impact on variety seeking? If yes, how much Does optimum stimulation level have an impact on variety seeking behavior? If yes, how much Does deal proneness have an impact on variety seeking behavior? If yes, how much Consumer Behaviour | Section B | Group 6
  4. 4. Hypotheses H1 • Customer Positive Affect has a statistically significant positive impact on Variety Seeking Behavior H2 • Store Environment has a statistically significant positive impact on Customer Positive Affect H3 • Store Environment has a statistically significant positive impact on Variety Seeking Behavior H4 • Optimum Stimulation Level has a statistically significant positive impact on Variety Seeking Behavior H5 • Deal Proneness has a statistically significant positive impact on Variety Seeking Behavior Consumer Behaviour | Section B | Group 6
  5. 5. Model Used for the Study Ambient Factors Design Factors H2 Store Environm ent Positive Affect H1 Variety Seeking Behaviour H3 H4 Social Factors Optimum Stimulatio n Level H5 Deal Proneness Consumer Behaviour | Section B | Group 6
  6. 6. Sample  63 respondents from MGF Metropolitan Mall in Gurgaon were surveyed  2 stores were chosen for the research viz. Auchan, Lifestyle  Mall intercept method was used to collect data  47% of the shoppers were women and 53% were men  Average age of the sample is 36.8 years of age  A wide range of demographic profile was covered  A particular day on which the stores make various deals arranged for the customer was chosen  Interviews were taken at different times of the day Consumer Behaviour | Section B | Group 6
  7. 7. Validity and Reliability Validity Reliability  Face validity was used to validate the items of the measure  The questionnaire was subjectively viewed by the group and it was judged if the questionnaire will be able to measure the required parameters  Cronbach’s Alpha was used for testing the reliability of the measure Light Cronbach’s Alpha Assortment Layout Employee Positive Affect 0.796 0.781 0.808 0.877 0.769 Optimum Stimulation Level Deal Proneness 0.744 0.895  Since the value of Cronbach Alpha in each case exceeds 0.70, we can conclude that the instrument is reliable Consumer Behaviour | Section B | Group 6
  8. 8. Analysis (1 of 2) Hypothesis Dependent Variable Independent Variable (Predictor) R-square Value Significance Level Co-efficient ‘a’ Constant H1 Variety Seeking Behaviour Positive Affect 0.033 0.152 0.223 1.509 H2 Positive Affect Store Environment 0.326 0.000 0.534 2.009 H3 Variety Seeking Behaviour Store Environment 0.458 0.000 0.774 -0.183 H4 Variety Seeking Behaviour Optimum Stimulation Level 0.408 0.000 0.453 0.889 H5 Variety Seeking Behaviour Deal Proneness 0.279 0.000 0.378 1.285 Consumer Behaviour | Section B | Group 6
  9. 9. Analysis (2 of 2)  Since the significance level in H1 is greater than 0.05 (not statistically significant), H1 can not be proved  All other hypotheses can be proved with 100% confidence level  Looking at path coefficients, Store environment has the highest impact on Variety seeking behavior of a customer  Exactly which component of Store environment has the highest impact cannot be determined  All the impact of Store environment on Variety seeking behavior is due to direct impact (not significant impact through mediating variable Positive affect)  Stores can look towards more investment in Store environment for greater sales  OSL and Deal Proneness also have a good impact on Variety seeking behavior of a consumer  Customers look for good deals and they can reduce the customer’s brand loyalty  Personal characteristics of a customer also play a big role in his variety seeking behavior  Overall, the model’s R-square value is 0.628 which explains that 62.8% variance in Variety seeking behavior is explained by the model  Path coefficients for the whole model are 0.401 for Store environment, 0.25 for OSL and deal proneness Consumer Behaviour | Section B | Group 6
  10. 10. Limitations and Future Scope  More number of stores which are diverse in nature should have been included  The factor of store environment which impacts the most could not be determined  How variety seeking works in different product categories was not included in the study  There can be more parameters affecting variety seeking behavior of customers like promotional offers etc. which could not be included in the study  The research was restricted to stores of only one single mall Consumer Behaviour | Section B | Group 6
  11. 11. References  Mohan, Sivakumaran, Sharma: Store environments impact on variety seeking behaviour (2012)  Givon: Variety seeking through brand switching (1984)  Donovan, R.J., Rossiter, J.R., Marcoolyn, G., Nesdale, A: Store atmosphere and purchasing behavior (1994)  Sharma, P., Sivakumaran, B., Marshall, R: Impulse buying and variety seeking: a trait-correlates perspective (2010)  Sherman, E., Mathur, A., Smith, R.B: Store environment and consumer purchase behavior: mediating role of consumer emotions (1997) Consumer Behaviour | Section B | Group 6
  12. 12. Impact of Store Ambience on Consumer Variety CONSUMER BEHAVIOUR – SECTION B – Seeking Behaviour GROUP 6 MDI, GURGAON Thank You! ABHINAV VK (12P121) | ISHPREET SINGH (12P139) | KARAN JAIDKA (12P141) KSHITIJ AHUJA (12P143) | MAYANK SHARMA (12P150) | ADITI PANDEY (12P183)

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