Jérémie Aboiron¹, Julie Aubin²

(1. University of Caen, France; 2. Agence Hulotte, France)

 

 

Abstract: Why some shops attract more customers than others? At the heart of an increasingly competitive environment in which the products are less differentiated, retailers must find new ways to exist in the minds of consumers. They play, to do this, the sensitivity map to create and maintain a link with customers. A successful strategy tribal brand management via consumer tribes or the creation of an atmosphere in the image of the brand by the dramatization of the shop atmosphere appears as key success factors can enable retailers to achieve a sustainable competitive advantage. Although research has already highlighted the links between the shop atmosphere and consumer behavior, it has rarely done holistically and still face many problems. Through this study we try to analyze the influence of the atmosphere on shopper behavior, particularly through the study of loyalty to the brand and purchasing behavior.

 

 

Key words: shop atmosphere; direct marketing; retail; shopper behavior

 

JEL code: M3