SOUND ATMOSPHERE’S INFLUENCE ON THE CONSUMER BEHAVIOR AT THE RETAIL TRADE OUTLETS

Irina Skorobogatykh (), Nikolay Perepelkin () and Olga Rykalina ()
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Irina Skorobogatykh: Plekhanov Russian University of economics
Nikolay Perepelkin: Plekhanov Russian University of economics
Olga Rykalina: Plekhanov Russian University of economics

Annals of marketing-mba, 2019, vol. 3

Abstract: The article presents the results of a comprehensive marketing study on the impact of the sound atmosphere of a network of jewelry stores "Adamas" in Moscow. The study was conducted to confirm the hypothesis that the development of special audio products in stores of specialty goods not only does that keep visitors, but also affect the creation of emotional connection of the visitor and the retail trade brand. In addition, sound atmosphere affects the increase in purchases in the store, as the visitors, even unconsciously, make a choice for stores with a cozy atmosphere, where guests can make purchases.

Keywords: The expansion of the marketing mix; the atmosphere of service; pre-selection of products; sound atmosphere; observation; interviews; emotional connection with customers. (search for similar items in EconPapers)
Date: 2019
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