Butiksupplevelsens påverkan på prestationen - En kvantitativ undersökning av hur en butiks ekonomiska prestation påverkas av konsumenternas upplevelse i butiken

Sammanfattning: It is important for every store to have a good financial performance which can be affected by the average purchase and the number of customers in the store. Customers shopping experience can affect both of these factors and therefore it is important for retailers to know about how an in-store environment can affect this experience. The purpose of this study is to give retailers an indication of the importance of consumers' shopping experience and how this may affect the store's financial performance. To study this subject an in-store survey was conducted in four grocery stores in Stockholm where a total of 320 consumers answered a total of 41 questions about their shopping experience. By sales data it was possible to conduct a statistical analysis to see which variables regarding consumers shopping experience influenced the average purchase. The results of this study are that the average purchase is affected by consumer's evaluation of the store and its departments, ease for consumers to move around and spatial crowding. This gives retailers an implication that the most important factor to consider in order to increase the average purchase is that the store should be perceived as easy to move around in.