Retail Designing and Customer in Store Experience

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RETAIL DESIGNING AND CUSTOMER IN-STORE EXPERIENCE A STUDY OF SELECT CATEGORY RETAIL OUTLETS Proposed Title: RETAIL DESIGNING AND CUSTOMER IN-STORE EXPERIENCE : A STUDY OF MENSWEAR RETAIL OUTLETS IN INDIA THESIS SUBMITTED FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN MANAGEMENT BY SADHANA TIWARI UNDER THE SUPERVISION OF PROFESSOR ASHISH BAJPAI FACULTY OF MANAGEMENT STUDIES BANARAS HINDU UNIVERSITY VARANASI-221005, INDIA ENROLMENT No. 317826 Year 2013 1. Introduction Retail Design Retail design is a fascinating, multifaceted field. As a discipline, retail design has gained status in retail management, but it still is an emerging discipline in the field of interior design. Generally the retail design is comprised of aspects of graphic design, ergonomics and marketing, along with other customary features of interior designing and architecture. Retail design encompasses an understanding of what will work aesthetically in a retail environment, including tangible (i.e. fixed, material) as well as intangible (i.e. immaterial or atmospheric) design elements. ERGONOMICS GRAPHIC DESIGN RETAIL DESIGNING MARKETING Customer Experience According to Falk & Dierking 1992 Customer experience originates from the interplay between a personal, social and physical context. The concept of personal context refers to the personal emotional, cognitive and socio-demographic characteristics, attitude norms, values, of the individual customer. The concept ‘social context does not only concern the people, accompanying the customers on a store visit, but also the presence and behavior of the in-store personnel, finally the ‘physical context’ encompass different elements: 1- architecture and design 2- the
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