Consumer Behavior Retail Shop

1986 Words8 Pages
December 2008 Course Code: MK282 Number of words : 1786 | Dublin Business School | Consumer Behavior | Contents I- Influence of the sale environment: Brown Thomas, ZARA, Penneys (p. 3) II- Costumer’s characteristic (P.6) III- Improve retail environment (p.7) Bibliography (p. 8) I- Influence of the sale environment: Brown Thomas, ZARA, Penneys Kotler in 1973 (Atmospherics as a marketing tool - Journal of Retailing), introduced the need of retailer to position otherwise than by price or assortment. He notably approached the influence of the physical environment of the point of sale on consumer behavior. “Atmosphere is the creation of a purchase environment producing emotional effects on people, such as pleasure or grow, susceptible of augmenting its likelihood of purchase.” Brown Thomas, ZARA, and Penney’s are three big retailers in the clothe industry. Nevertheless, they are really different trough their market position, the product proposed, their costumer, and also the atmosphere created in the shop. Brown Thomas (located in Grafton Street) is a retailer only composed by luxury brands, such as Chanel, Gucci, Calvin Klein, Prada, Dior… Clothes are high qualities, create by famous stylist, and consumer from high social professional category. In this context and for charm costumer the farthest, nothing is leave to chance. First of all, atmosphere of the shop recreate perfectly these way of life, doorman, very well dressed, decoration, big mirror everywhere, chandelier, carpet, modern and class architecture… Thus costumers feel in their environment, they are familiar with this, and want to stay in the shop. The space for circulate is really important, it give the sensation that the shop is huge, therefore it is impossible to jostle or be in someone way. Moreover it permits women dwell upon one product, “never
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