CREATING A STORE ENVIRONMENT THAT ENCOURAGES BUYING: A STUDY ON SIGHT ATMOSPHERICSDownload This Article
Yolande Hefer, Elsa C. Nell
More than ever, consumers respond to more than just the physical product when making a decision to purchase a product. One of the most noteworthy features of a product is the atmosphere of the place in which the product is bought. From time to time, the store atmosphere is more powerful than the product itself. This study focused specifically on the most important atmospheric element – sight. The main research question explored the effect of sight atmospherics on consumer perceptions. Explorative research was conducted together with qualitative research by means of focus groups. Purposive sampling was deemed the most appropriate sampling method for this study. The findings indicated that sight atmospherics can influence consumers’ perceptions either subconsciously or consciously, and have a direct influence on the amount of time consumers spend in a specific store. Consumers perceived sight atmospherics as a tool to establish a ‘purchasing’ atmosphere and as a means of communication to represent the brand of the store. It was established that sight atmospherics create visual attraction and stimulation with consumers, and that they contribute to the image and the character of the store.
Key Words: Sight, Atmospherics, Colour, Lighting, Visual Displays, Consumer Perceptions, Apparel Retail
How to cite this paper: Hefer, Y., & Nell, E. C. (2015). Creating a store environment that encourages buying: A study on sight atmospherics. Journal of Governance and Regulation, 4(4-4), 471-475. https://doi.org/10.22495/jgr_v4_i4_c4_p4