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Store Atmosphere - Literature review Example

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This work called "Store Atmosphere" focuses on reviews of the literature based on store atmosphere and how it has evolved over the past decade and how the perception of the consumers has also changed regarding the in-store ambiance of the retail stores. The author takes into account the store atmosphere of online retailing. …
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Download file to see previous pages Grewal et al (2003) have mentioned that the customers often find it repulsive to visit stores that have a long queue and they have to wait for longer to make their purchase. This idea leads to the evolution of the store atmospherics which allows the customers to conduct their purchases at the minimum possible time. The early initiative to improve the store atmosphere to attract the customers is to ensure that the stores are properly manned. “Undermanning” of a retail store indicates that there is less number of staff present in the store than what is required to handle the customer’s needs. If a customer finds a store to be undermanned, then he will naturally bear a perception of having a waste of time. Longer wait time has always created a negative impression among the consumers (Bava, Jaeger, and Dawson, 2009). The author has also mentioned that if the internal environment of a retail store is appealing then the customers will not get much irritated to wait in a queue, thus they will perceive a positive attitude towards the store. Grewal et al (2003) have found in his study that the stores which have music playing in them have evidenced positive review in terms of in-store ambiance and have successfully been able to attract more customers.
The store environment and its atmospherics have evolved over time owing to technological development which led to innovative marketing strategies. Keller (2010) has mentioned that the brand image of a store is largely reflected in the store atmosphere. The store atmosphere in several cases is used to communicate the brand image of a firm. It offers a visual cue to the customers on the grounds of building their perception of the product and service quality. The store atmosphere also allows the companies to provide a suggestive impression to the viewers as to who are its target customers. The brand equity of the firm has been defined by Keller, Parameswaran, and Jacob (2011) as the perception of the customers regarding a particular company and its products or services. Brand management, on the other hand, has been defined as the ability of the firms to change the perception of the customers in favor of the company. Thus, the store environment which can effectively change the perception of the customers can in turn also help the firm in brand management. Ailawadi and Keller (2004) have mentioned that in-store ambiance acts as an effective tool for brand management.  ...Download file to see next pagesRead More
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Store Atmosphere Literature Review Example | Topics and Well Written Essays - 2000 Words.
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