MEMORABLE SHOPPING EXPERIENCE IN FURNITURE STORES OF TIJUANA – SAN DIEGO BORDER,EXPERIENCIA MEMORABLE DE COMPRA EN TIENDAS MUEBLERAS DE LA FRONTERA TIJUANA– SAN DIEGO

Lucila Villa Perez, Santiago Gonzalez Velasquez and Marcela Patricia Ahumada Toscano

Revista Internacional Administracion & Finanzas, 2014, vol. 7, issue 2, 63-76

Abstract: This article explains how consumers create memorable shopping experiences when shopping at furniture department stores. The research took into account two samples. One sample was composed of Mexican consumers from Tijuana who purchased in furniture department stores like Coppel, Elektra and Muebles Dico located in Tijuana BC. The other, also composed of Mexican consumers but living in San Diego, was a sample of consumers that purchased furniture in the Ikea store of San Diego Ca. The research was made through a quantitative non-experimental methodology and transactional descriptive type. This last technique consisted of surveys to customers of each of the companies mentioned, in-depth interviews with managers of stores in Tijuana BC, and participant observation techniques within establishments for Ikea. We found customer loyalty in these stores because of the use of merchandising activities.

Keywords: Memorable Shopping Experience; Merchandising; Department Store Furniture; Loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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