An analysis of in store environment ambience factor influence on consumer behaviour
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Date
2015
Authors
Ndeh, Patience A.
Njuguna, Reuben K.
Journal Title
Journal ISSN
Volume Title
Publisher
Circle Research Centre
Abstract
Despite studies that exist on in store environment affecting consumer behaviour, there are still contradictory findings on propositions presented. In view of the contradictory findings, this study
depicts the consumer behaviour in East Africa, Kenya and prevailing aspects in supermarkets. This study proposes an integrative conceptual model on how ambience characteristics could ensure positive consumer behaviour among retail customers. The study recommends that supermarket in Kenya should endeavour to initiate programs that will emphasize on scent as opposed to music and lighting as the latter do not affect consumer behaviour while scent does.
Description
Keywords
Ambience, Scent, back ground music, consumer behaviour
Citation
International Journal of Sales, Retailing and Marketing Vol. 4, No. 6; 2015