The consequence of Retail Design and style on Consumer Perceived

Value

Marketing

Master's thesis

Juho Ullakonoja

2011

Department of Marketing

Aalto School

School of Economics

AALTO UNIVERSITY COLLEGE OF ECONOMICS

Department of promoting

Master's Thesis

Juho Ullakonoja

ABSTRACT

August 22, 2011

THE EFFECTS OF RETAIL DESIGN IN CUSTOMER IDENTIFIED VALUE

Aims of the analyze

This thesis attempts to increase understanding about how precisely retail style affects customer perceived value. Customer value, which is straight related to customer loyalty and therefore sales, can be measured through price perceptions. First, the study seeks to learn what are the several elements of retail environments and just how they influence consumer habit. Second, this paper checks measuring consumer perceived worth in store conditions. Finally, the empirical component will test out how within retail conditions affect consumers' price and value awareness.

Methodology

An experiment was conducted in a Finnish ease store cycle, R-kioski, that was undergoing a retail environment redesign process. The data was gathered coming from two different stores in order to increase the stability of the results. A sample of 100 answers was accumulated by requesting customers to fill out a survey after shopping shopping. 50 with the responses had been collected ahead of the redesign job had began and 40 after the project was completed. To gauge the effect that the changes to the store environment acquired, the quantitative data was analyzed by using Student's t-test, multivariate regression analysis and price awareness calculations.

Outcomes of the examine

This analyze strenghtened some of the earlier studies about the relationship between nice store surroundings and increased customer value. The effects suggest that consumers evaluate prices based on price tag environment design and recognize a higher price level in store conditions, which are identified favorable. Buying retail design and style can as a result offer a profitable way for stores to increase product sales and customer satisfaction and to build a sustainable competitive advantage above competitors. The results likewise support the earlier findings in behavioral economics and psychology about the irrationality of consumer patterns in complex psychophysical phenomena. However , a few results are controversial with previously findings and therefore indicate the advantages of additional analysis. Keywords

Price tag design, retail store environments, customer perceived worth, price perceptions, consumer behavior, environmental psychology, psychophysics, behavioral economics

AALTO YLIOPISTON KAUPPAKORKEAKOULU

Markkinoinnin laitos

Pro Gradu -tutkielma

Juho Ullakonoja

TIIVISTELMГ„

22. 8. 2011

MYYMГ„LГ„SUUNNITTELUN VAIKUTUS ASIAKASARVOON

Tutkimuksen tavoitteet

Tämän tutkimuksen tavoitteena on lisätä ymmärrystä myymäläsuunnittelun ja asiakasarvon välisestä yhteydestä. Asiakasarvo, jota mitataan tässä tutkimuksessa hintamielikuvien kautta, vaikuttaa suoraan asiakasuskollisuuteen ja sitä kautta myyntiin. Tämä työ pyrkii aluksi selvittämään myymäläympäristön eri elementit ja niiden vaikutuksen kuluttajakäyttäytymiseen. Tämän jälkeen tavoitteena on löytää keino mitata asiakasarvoa myymäläympäristössä. Tutkielman lopuksi pyritään empiirisesti todentamaan miten muutokset myymäläympäristössä vaikuttavat asiakkaiden arvonmuodostukseen ja hintamielikuviin.

Tutkimusmenetelmät

Tutkimuksen empiiristä osaa varten suoritettiin koeasetelma kahdessa Rautakirjan Rkioskissa, joiden myymäläympäristö uusittiin. Aineisto kerättiin kahdesta eri kioskista tutkimuksen luotettavuuden lisäämiseksi. Sadan vastaajan otos kerättiin pyytämällä myymälässä asioineita henkilöitä täyttämään kyselylomake asioinnin päätteeksi. 50 vastauksista kerättiin ennen myymäläympäristön uudistamista ja toiset 50 remontin valmistuttua. Vaikutussuhteiden tarkastelemiseksi kvantitatiivinen aineisto analysoitiin käyttämällä t-testiä, regressioanalyysiä ja...

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