Atmosphere as a Store Communication Tool

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Author(s): Sanda Renko (University of Zagreb, Croatia)
Copyright: 2014
Pages: 19
Source title: Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch013

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Many studies have found that within an intensely competitive market, it is difficult for retailers to gain advantages from products, prices, promotions, and location. They have to work hard to keep their stores favourable in the mind of consumers. Both practitioners and researchers recognize store atmosphere as a tool for creating value and gaining customers. This chapter provides a conceptual framework for studying the influence of store atmosphere on the store patronage. The chapter presents the main dimensions that constitute conventional retail stores' atmosphere and clarifies the manipulation of elements such as colour, lighting, signage, etc. within the store to communicate retailers' messages to customers. The topic is investigated from both retailers` and customers` perspective. The chapter concludes that both consumers and retailers prioritize functional cues in modern retailing forms.

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