Consumers` perception on the use of innovative technologies in creating store atmosphere
Author:Mirela Octavia Sirbu, Andreea Simona Săseanu and Simona Ioana Ghită
JEL:C13, M21, M31
DOI:
Keywords:atmosphere in the store, innovative technologies, purchasing behaviour,
consumer perception, show store, image of the store
Abstract:
The increase of competitiveness in retail sales generates the diversification of purchase
options, increase of consumers’ demands and, implicitly, the change of their purchasing
behaviour. In this context, the selection made by consumers regarding the stores where to
purchase from represents a complex decision-making process, conditioned upon the
functional and psychological characteristics, among which store atmosphere plays a special
part. Moreover, in order to obtain some competitive advantages within an environment that
generates specific emotional effects on the buyers, the sellers allocate significant
investment resources aimed at implementing some innovative technologies to create store
atmosphere. Starting from these considerations, our research aims to identify consumers’
perception of the use of innovative technologies in creating store atmosphere. This paper
was performed on the basis of an original questionnaire and, for the specialty literature in
Romania, it represents the first research elaborated on this subject. The direct research has
been conducted by means of a questionnaire-based survey to which 492 persons answered
during September-November 2014. The research intended to establish the criteria for
stores selection and the role atmosphere plays in this choice, as well as the identification of
interest and level of knowledge of some innovative technologies in this field. The research
results emphasise the fact that over 75% of respondents have a positive perception on the
use of innovative technologies in order to generate a pleasant atmosphere and they are
interested in the advantages they bring to the purchasing process.