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An empirical study on accent lighting: Influence on consumer shopping behavior and experience in a hypermarket drug department - Couverture souple

Peronace, Veronica

 
9783845472744: An empirical study on accent lighting: Influence on consumer shopping behavior and experience in a hypermarket drug department
Couverture souple
ISBN 10 : 384547274X ISBN 13 : 9783845472744
Editeur : LAP LAMBERT Academic Publishing, 2011

Synopsis

This study analyzed the influence of accent lighting, one of store atmosphere components, on consumer shopping behavior and experience. Lighting effect has been tested on a sample of 200 consumers of a pharmacy department in a hypermarket, under two lighting conditions (accent lighting vs. general lighting). Data has been collected through an ad-hoc structured questionnaire composed by a set of information on shopping behavior (number of handled items, time spent in the store, impulse purchases, return intention) and shopping experience, related to the experienced comfort during the buying process, the perceived ambient temperature and the overall department evaluation. Data has been statistically processed through a univariate analysis over the sample of 200 consumers, then comparisons were performed using bivariate statistical analysis, testing linear dependency between items and between items and lighting effect. Significant results observed have been then deepen using a multivariate linear model (logistic regression model). Dependent variables related to shopping behavior resulted to be non- significant, while accent lighting showed a significant effect on shopping experience.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This study analyzed the influence of accent lighting, one of store atmosphere components, on consumer shopping behavior and experience. Lighting effect has been tested on a sample of 200 consumers of a pharmacy department in a hypermarket, under two lighting conditions (accent lighting vs. general lighting). Data has been collected through an ad-hoc structured questionnaire composed by a set of information on shopping behavior (number of handled items, time spent in the store, impulse purchases, return intention) and shopping experience, related to the experienced comfort during the buying process, the perceived ambient temperature and the overall department evaluation. Data has been statistically processed through a univariate analysis over the sample of 200 consumers, then comparisons were performed using bivariate statistical analysis, testing linear dependency between items and between items and lighting effect. Significant results observed have been then deepen using a multivariate linear model (logistic regression model). Dependent variables related to shopping behavior resulted to be non- significant, while accent lighting showed a significant effect on shopping experience.

Biographie de l'auteur

Veronica Peronace is specialized in marketing and obtained her Master of Science in International Management at Bocconi University, Milan. After different working experiences in Philips Italy in Consumer Lifestyle and Professional Lighting sectors, she is currently working at Google Italy in the Agency Team.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2011
Langue
anglais
ISBN 10 
384547274X
ISBN 13 
9783845472744
Reliure
Broché
Nombre de pages
104
Coordonnées du fabricant
non disponible
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