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Atmospheric effects on hedonic and utilitarian customers
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study brings up the importance of using the store environment as a tool for creating positive consumer experiences. It compares two consumer shopping motives, hedonic (related to sensations and fun) and utilitarian (related to fulfilling a task). The atmospheric variables that the environment consists of are discussed and found to be affecting these two consumer groups in different ways. The study takes a quantitative approach for investigating how these two consumer types are affected by the store environment. Hedonic and utilitarian consumers are then compared to see if there are any differences in how these consumers experience the store environment. The findings show that there are no differences in what atmospherics that are liked more by a hedonic compared to a utilitarian shopper. However, atmospherics are found to be more memorable for hedonic consumers. Hedonic consumers are also found to like being in the store more when signs are clear, and when it is easy to find departments, fitting rooms and cash registers. The results also showed that to make hedonic customers revisit the store, retailers should focus on the style of the store, floor space allocation, product presentation, sound level, lighting and the interior material. To make utilitarian revisit the store, retailers should focus on atmospherics such as architecture, the cleanliness, floor space allocation, product presentation, flooring, color scheme of the store and the interior material.

Place, publisher, year, edition, pages
2012. , 73 p.
Keyword [en]
Atmospherics, Hedonic, Utilitarian, Store environment, Experience marketing, Retail
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19614OAI: oai:DiVA.org:lnu-19614DiVA: diva2:531689
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-11 Created: 2012-06-07 Last updated: 2012-06-11Bibliographically approved

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AnderssonPalmbladPrevedan(1552 kB)4924 downloads
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Type fulltextMimetype application/pdf

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Andersson, MariaPrevedan, TajanaPalmblad, Sara
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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