Store Atmosphere as Retail Strategy Element
This study aims to evaluate how brick and mortar stores, from the same sector, build your strategy in terms of store atmosphere. The choice of toy stores aimed to: (i) order the existing knowledge about the subject; (ii) describe how different elements of the atmosphere are presented in toy stores;...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2012 |
| País: | Brasil |
| Institución: | Pontifícia Universidade Católica de São Paulo (PUC-SP) |
| Repositorio: | Revista Administração em Diálogo |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/10178 |
| Acceso en línea: | https://revistas.pucsp.br/index.php/rad/article/view/10178 |
| Access Level: | acceso abierto |
| Palabra clave: | Retail Store Atmosphere Retail Strategy Varejo Atmosfera de Loja Estratégia Varejista Marketing |
| Sumario: | This study aims to evaluate how brick and mortar stores, from the same sector, build your strategy in terms of store atmosphere. The choice of toy stores aimed to: (i) order the existing knowledge about the subject; (ii) describe how different elements of the atmosphere are presented in toy stores; and (iii) show the aspects valued in a hedonic and utilitarian shopping trip, regarding the subject. To achieve this goal a qualitative field research was taken using direct non-participant observation technique. The main finding is that even from the same sector, stores work quite differently their atmosphere elements and stimulus. |
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