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1. The role of the perceived servicescape in a supermarket. : The case of ICA MAXI, Jönköping, Sweden.
Magister-uppsats, IHH, Marketing and LogisticsSammanfattning : As many buying decision are made in retail stores, it is interesting to investigate which factors, such as noise, lighting, music, colour, layout or visual communication have a significant influence on customers’ behaviour in a supermarket. Since only a few studies have been conducted among customers in Sweden, this paper examined their behaviour in the supermarket. LÄS MER
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