Week4 - Physical Surroundings: Retail Atmospheres.

Question 1

Social and physical surroundings affect consumer motives for product usage and product evaluation? (Bitner 2020).

Answer 1

• Decor.
• Odours (Rimkute, Moraes & Ferreira, 2016).
• Temperature
• Sound (Millman, 1982 - Slow music).

Question 2

How do odours affect the consumer experience? (Rimkute, Moraes & Ferreira, 2016).

Answer 2

The sense of smell is the sense that it most directly linked to emotions, because the centre for smell in the brain has a direct link to the brain part responsible for emotions.
Therefore pleasant smells within a shopping experience can generate pleasant emotions. (Rimkute, Moraes & Ferreira, 2016).

This has implications for marketers and has lead to companies spending heavily on scent marketing.

Question 3

How do smells affect how much time a consumer spends in store? (Spangenberg et al. 1996).

Answer 3

• A pleasant smell reduces sensitivity to time spent in store (Spangenberg et al. 1996).

This has implications for marketers and has lead to companies spending heavily on scent marketing.

Question 4

How much do companies spend on scent marketing each year?

Answer 4

$80 million (Scent Marketing Institute).

Question 5

How does music affect the consumer experience? (Millman, 1982), (Hui et al. 1997)

Answer 5

• Customers spend 38% more time in a store when slow music is played (Millman, 1982).
• This is supported by Hui et al. (1997) who suggest that music affects the perception of time.

Therefore, marketers can see this as an opportunity to improve customer experience and the likelihood of them making a purchase.

Question 6

What are co-consumers?

Answer 6

Co-consumers = Other people in a consumption setting

Question 7

How can co-consumers affect a consumer?

Answer 7

• Large number of people = more aroused.
• Interpretation of arousal = density vs crowding.
• Depends on type of patrons.

Question 8

** How can social and physical surroundings be applied to marketers?*****

Answer 8

• Temporal Factors, economic time (Cotte & Ratneshwar, 2004)………………..
• Time scale
• Time Poverty (creating opportunities for marketers.

Question 9

What are the 4 dimensions of time?

Answer 9

• Social
• Temporal Orientation
• Planning Orientation
• Polychronic

Question 10

What are the 8 types of emotional states in consumer’s shopping experience? (Mummalaneni, 2005).

Answer 10

1. Arousing
2. Exciting
3. Pleasant
4. Relaxing
5. Sleepy
6. Gloomy
7. Unpleasant
8. Distressing

Question 11

What are the reasons for shopping?

Answer 11

• Social experience.
• Sharing of common interests.
• Interpersonal attraction (hang out).
• Instant status.
• Thrill of the hunt (pride themselves on knowledge of the marketplace).
• Tourism

Question 12

What are the 4 retailing themes? - Retailing as Theater (Baron, Harris & Harris, 2001)

Answer 12

• Landscape themes.
• Cyberspace themes.
• Marketplace themes.
• Mindspace themes.

Question 13

How can a firm influence their store’s personality - store image?

Answer 13

• Location + merchandise sustainability + knowledge of sales staff.
• Other intangible factors affecting overall store evaluation:
  1. Interior design.
  2. Types of patrons.
  3. Return policies.
  4. Credit availability.