The Influence of Store Atmosphere on Shoppers’ Impulse Purchasing Behavior

Sammanfattning: Background The forms of retailing can be divided into store retailing and non-store retailing. It is necessary for retailers who base their business in the fixed locations to conduct in-store marketing in the physical environment to enhance sales performance. Retailers generally take information and communication techniques such as store atmospheric design and interaction between shoppers and store employees to perform in-store marketing strategy. Shoppers’ impulse purchases are the essential source for retailers to enhance sales performance and make profits especially in the electronics industry. Purpose This thesis aims to study the influence of store atmosphere (exterior, interior, layout and design, point-of-purchase and decoration display, and human factors) on shoppers’ impulse purchasing behavior in the electronics stores in Sweden. Methodology This thesis is based on the qualitative research, SIBA is chosen for the current case study. The authors not only make store observation but also conduct interviews with 12 male and female shoppers. Conclusion The atmospheric stimulus such as the attractive advertisement and information demonstration outside the store, some specific non-ambient scent in the store, well-organized check-out space, point-of-purchase signage with discount information or direction of ancillary products, the salespeople’s professional service can lead to shoppers’ pleasure and arousal which in turn leads to their impulse purchases in the electronics stores. It should be pointed out other factors of store atmosphere such as well-designed storefront, appropriate background music, color decoration, and lighting inside the store and well-organized store layout can lead to shoppers’ positive emotions. Even though these factors cannot directly stimulate shoppers to make impulse purchases, they can encourage shoppers’ approach behavior such as spending more time shopping in the store and having positive attitudes to the store and its products.