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Effect of Store Design on Perceived Crowding and Impulse Buying Behavior

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  • Bidyut Jyoti Gogoi

    (Indian Institute of Management Shillong, Meghalaya, India)

Abstract

Retailing has undergone tremendous changes in the present business environment. One reason being the increase in business of the online retailers. Customers now have a choice and preference to choose the channel of their choice. The profit margins of several retailers have gone down due to this stiff competition. To stay tuned to the changing business environment retailers need to develop strategies to increase footfalls and increase their loyal customer base. To have a loyal customer base retailers have to focus on increasing the level of shopper satisfaction. The more the shopper satisfaction, the more will be the tendency to purchase a product or service. There are several parameters associated with shopper satisfaction in a retail environment. One such parameter is the store design. In this paper, the researcher wants to find out the role of store design and its overall impact on increasing the impulse purchase behavior. The researcher uses perceived crowding as the influencer of emotional behavior of the customer. Perceived crowding is a combination of human crowding and spatial crowding. The emotional behavior generated are arousal, pleasure and dominance. The emotional behavior generated due to perceived crowding may have an impact on the shopper satisfaction level. The satisfaction level of the shoppers may in turn trigger the impulsive behavior of the customer.

Suggested Citation

  • Bidyut Jyoti Gogoi, 2017. "Effect of Store Design on Perceived Crowding and Impulse Buying Behavior," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 180-186.
    • Handle: RePEc:eco:journ3:2017-02-26
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    References listed on IDEAS

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    Cited by:

    1. Marcial López-Pastor & Jesús García-Madariaga & Joaquín Sánchez & Jose Figueiredo, 2020. "Demand Impact for Prices Ending with “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels," International Review of Management and Marketing, Econjournals, vol. 10(6), pages 58-78.
    2. Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 244-261, June.

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    More about this item

    Keywords

    Store Design; Human Crowding; Spatial Crowding; Arousal; Pleasure; Dominance; Shopper Satisfaction; Impulse Buying;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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