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Impact of Store Ambience on Consumer Variety Seeking Behaviour
1. Impact of Store
Ambience
on Consumer Variety
Does it impact the variety seeking behaviour ofBehaviour
Seeking a consumer?
CONSUMER BEHAVIOUR – SECTION B – GROUP 6
How important is the environment of a store?
MDI, GURGAON
ABHINAV VK (12P121) | ISHPREET SINGH (12P139) | KARAN JAIDKA (12P141)
KSHITIJ AHUJA (12P143) | MAYANK SHARMA (12P150) | ADITI PANDEY (12P183)
2. Introduction
Store Environment
Variety Seeking Behaviour
Store
environment
comprises
ambience, design and social factors
Retailers go the extra mile to make the
retail ‘experience’ a key differentiator
There is growing evidence about the
influence of store environment on
variety seeking behaviour
This is the tendency of an individual to
seek change over time
Mostly attracts attention in the retail and
shopping segment
Various personality, product category
and situational variables drive variety
seeking
Ambient
Factors
Light
Scent
Music
Design
Factors
Layout
Assortment
Social
Factors
Presence of
salespersons
Effectiveness
of
salespersons
Personality
Product
Category
Situational
Variables
Optimum
Stimulation
Level
Involvement
Positive
affect
Deal
Proneness
Hedonic
features
Public
scrutiny of
choices
Selfmonitoring
Goal
Orientation
Consumer Behaviour | Section B | Group 6
Activation of
negative
concepts
3. Research Problems Identified
Does customer positive affect has an impact on variety seeking behavior? If yes,
how much
Does overall perception of store environment have a positive impact on
positive affect? If yes, how much
Does overall perception of store have an impact on variety seeking? If yes,
how much
Does optimum stimulation level have an impact on variety seeking
behavior? If yes, how much
Does deal proneness have an impact on variety seeking behavior? If yes, how
much
Consumer Behaviour | Section B | Group 6
4. Hypotheses
H1
• Customer Positive Affect has a statistically significant positive
impact on Variety Seeking Behavior
H2
• Store Environment has a statistically significant positive impact on
Customer Positive Affect
H3
• Store Environment has a statistically significant positive impact on
Variety Seeking Behavior
H4
• Optimum Stimulation Level has a statistically significant positive
impact on Variety Seeking Behavior
H5
• Deal Proneness has a statistically significant positive impact on
Variety Seeking Behavior
Consumer Behaviour | Section B | Group 6
5. Model Used for the Study
Ambient
Factors
Design
Factors
H2
Store
Environm
ent
Positive
Affect
H1
Variety
Seeking
Behaviour
H3
H4
Social
Factors
Optimum
Stimulatio
n Level
H5
Deal
Proneness
Consumer Behaviour | Section B | Group 6
6. Sample
63 respondents from MGF Metropolitan Mall in Gurgaon were surveyed
2 stores were chosen for the research viz. Auchan, Lifestyle
Mall intercept method was used to collect data
47% of the shoppers were women and 53% were men
Average age of the sample is 36.8 years of age
A wide range of demographic profile was covered
A particular day on which the stores make various deals arranged for the customer
was chosen
Interviews were taken at different times of the day
Consumer Behaviour | Section B | Group 6
7. Validity and Reliability
Validity
Reliability
Face validity was used to validate the
items of the measure
The questionnaire was subjectively
viewed by the group and it was judged if
the questionnaire will be able to measure
the required parameters
Cronbach’s Alpha was used for testing
the reliability of the measure
Light
Cronbach’s
Alpha
Assortment
Layout
Employee
Positive
Affect
0.796
0.781
0.808
0.877
0.769
Optimum
Stimulation
Level
Deal
Proneness
0.744
0.895
Since the value of Cronbach Alpha in each case exceeds 0.70, we can conclude that the
instrument is reliable
Consumer Behaviour | Section B | Group 6
9. Analysis (2 of 2)
Since the significance level in H1 is greater than 0.05 (not statistically significant), H1 can
not be proved
All other hypotheses can be proved with 100% confidence level
Looking at path coefficients, Store environment has the highest impact on Variety
seeking behavior of a customer
Exactly which component of Store environment has the highest impact cannot be
determined
All the impact of Store environment on Variety seeking behavior is due to direct impact
(not significant impact through mediating variable Positive affect)
Stores can look towards more investment in Store environment for greater sales
OSL and Deal Proneness also have a good impact on Variety seeking behavior of a
consumer
Customers look for good deals and they can reduce the customer’s brand loyalty
Personal characteristics of a customer also play a big role in his variety seeking behavior
Overall, the model’s R-square value is 0.628 which explains that 62.8% variance in Variety
seeking behavior is explained by the model
Path coefficients for the whole model are 0.401 for Store environment, 0.25 for OSL and
deal proneness
Consumer Behaviour | Section B | Group 6
10. Limitations and Future Scope
More number of stores which are diverse in nature should have been included
The factor of store environment which impacts the most could not be determined
How variety seeking works in different product categories was not included in the
study
There can be more parameters affecting variety seeking behavior of customers like
promotional offers etc. which could not be included in the study
The research was restricted to stores of only one single mall
Consumer Behaviour | Section B | Group 6
11. References
Mohan, Sivakumaran, Sharma: Store environments impact on variety seeking
behaviour (2012)
Givon: Variety seeking through brand switching (1984)
Donovan, R.J., Rossiter, J.R., Marcoolyn, G., Nesdale, A: Store atmosphere and
purchasing behavior (1994)
Sharma, P., Sivakumaran, B., Marshall, R: Impulse buying and variety seeking: a
trait-correlates perspective (2010)
Sherman, E., Mathur, A., Smith, R.B: Store environment and consumer purchase
behavior: mediating role of consumer emotions (1997)
Consumer Behaviour | Section B | Group 6
12. Impact of Store
Ambience
on Consumer Variety
CONSUMER BEHAVIOUR – SECTION B –
Seeking Behaviour GROUP 6
MDI, GURGAON
Thank You!
ABHINAV VK (12P121) | ISHPREET SINGH (12P139) | KARAN JAIDKA (12P141)
KSHITIJ AHUJA (12P143) | MAYANK SHARMA (12P150) | ADITI PANDEY (12P183)