The Effect of Storefront Appearance on Shopper Behavior
The Effect of Storefront Appearance on Shopper Behavior
Teresa Shera
Texas A & M, Commerce
TABLE OF CONTENTS
Abstract 3
Chapter 1: Introduction 4
Chapter 2: Review of Related Literature 6
Chapter 3: Methodology 7
Chapter 4: Findings 9
Chapter 5: Summary 11
References 12
Appendices 13
ABSTRACT
A review of relevant research reveals studies dating back to the early 1970s that focus on facility-based environmental cues, or atmospherics, and their effect on shopper attitude and decision modeling. However, inadequately explored is the specific effect that storefronts and retail exteriors have on shopper choice. Through the use of cross-sectional consumer surveys, this study will measure the importance of storefront appearance on retail patronage, as well as rank aspects of retail exteriors as they relate to shopper selection and loyalty. In addition to measuring the importance of storefront appearance, this article will determine how to prioritize physical aspects of retail facades that make the greatest impact on shopper approach behavior.
Key words: atmospherics, shopper choice, approach behavior
Chapter 1 Introduction
Background
Because the façade is the first impression shoppers get of an establishment, the decision to patronize or not begins outside the place of business, sometimes yards from the entrance. However, very little research in the field of atmospherics has served to specifically address the external variables that function to draw customers into an establishment, be it a grocery store, a restaurant, or a convenience store. This research project investigates what factors are most likely to trigger the “approach” behavior that draws shoppers into a
Teresa Shera
Texas A & M, Commerce
TABLE OF CONTENTS
Abstract 3
Chapter 1: Introduction 4
Chapter 2: Review of Related Literature 6
Chapter 3: Methodology 7
Chapter 4: Findings 9
Chapter 5: Summary 11
References 12
Appendices 13
ABSTRACT
A review of relevant research reveals studies dating back to the early 1970s that focus on facility-based environmental cues, or atmospherics, and their effect on shopper attitude and decision modeling. However, inadequately explored is the specific effect that storefronts and retail exteriors have on shopper choice. Through the use of cross-sectional consumer surveys, this study will measure the importance of storefront appearance on retail patronage, as well as rank aspects of retail exteriors as they relate to shopper selection and loyalty. In addition to measuring the importance of storefront appearance, this article will determine how to prioritize physical aspects of retail facades that make the greatest impact on shopper approach behavior.
Key words: atmospherics, shopper choice, approach behavior
Chapter 1 Introduction
Background
Because the façade is the first impression shoppers get of an establishment, the decision to patronize or not begins outside the place of business, sometimes yards from the entrance. However, very little research in the field of atmospherics has served to specifically address the external variables that function to draw customers into an establishment, be it a grocery store, a restaurant, or a convenience store. This research project investigates what factors are most likely to trigger the “approach” behavior that draws shoppers into a
References: Berman, Barry, and Evans, Joel R.: Retail Management: A Strategic Approach, 6th Edition, Prentice-Hall, Inc., Englewood Cliffs, NJ. 1995 Bitner, Mary Jo Donovan, Robert and John Rossiter (1982). “Store Atmosphere: An Environmental Psychology Approach,” Journal of Retailing, 58 (Spring), 34-57 Shera, Teresa L Turley, L. W. and Milliman, Ronald E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49, 193-211.