The consequence of Retail Design and style on Consumer Perceived
Department of Marketing
School of Economics
AALTO UNIVERSITY COLLEGE OF ECONOMICS
Department of promoting
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.
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
Pro Gradu -tutkielma
22. 8. 2011
MYYMГ„LГ„SUUNNITTELUN VAIKUTUS ASIAKASARVOON
TГ¤mГ¤n tutkimuksen tavoitteena on lisГ¤tГ¤ ymmГ¤rrystГ¤ myymГ¤lГ¤suunnittelun ja asiakasarvon vГ¤lisestГ¤ yhteydestГ¤. Asiakasarvo, jota mitataan tГ¤ssГ¤ tutkimuksessa hintamielikuvien kautta, vaikuttaa suoraan asiakasuskollisuuteen ja sitГ¤ kautta myyntiin. TГ¤mГ¤ tyГ¶ pyrkii aluksi selvittГ¤mГ¤Г¤n myymГ¤lГ¤ympГ¤ristГ¶n eri elementit ja niiden vaikutuksen kuluttajakГ¤yttГ¤ytymiseen. TГ¤mГ¤n jГ¤lkeen tavoitteena on lГ¶ytГ¤Г¤ keino mitata asiakasarvoa myymГ¤lГ¤ympГ¤ristГ¶ssГ¤. Tutkielman lopuksi pyritГ¤Г¤n empiirisesti todentamaan miten muutokset myymГ¤lГ¤ympГ¤ristГ¶ssГ¤ vaikuttavat asiakkaiden arvonmuodostukseen ja hintamielikuviin.
Tutkimuksen empiiristГ¤ osaa varten suoritettiin koeasetelma kahdessa Rautakirjan Rkioskissa, joiden myymГ¤lГ¤ympГ¤ristГ¶ uusittiin. Aineisto kerГ¤ttiin kahdesta eri kioskista tutkimuksen luotettavuuden lisГ¤Г¤miseksi. Sadan vastaajan otos kerГ¤ttiin pyytГ¤mГ¤llГ¤ myymГ¤lГ¤ssГ¤ asioineita henkilГ¶itГ¤ tГ¤yttГ¤mГ¤Г¤n kyselylomake asioinnin pГ¤Г¤tteeksi. 50 vastauksista kerГ¤ttiin ennen myymГ¤lГ¤ympГ¤ristГ¶n uudistamista ja toiset 50 remontin valmistuttua. Vaikutussuhteiden tarkastelemiseksi kvantitatiivinen aineisto analysoitiin kГ¤yttГ¤mГ¤llГ¤ t-testiГ¤, regressioanalyysiГ¤ ja...
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