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Retail In-store Design and Sensory Cues
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Female consumers are powerful purchasers; sensory marketing is regarded as an effective marketing strategy to reach female consumer group. The sensory cues in the cosmetic retail environment can be considered as: layout and lighting effect, the ambient scents diffused, the music playing, and the opportunity to test the cosmetic products. 

The purpose of this study aims to investigate what sensory cues in a cosmetic shop have a better capacity to trigger female consumer’s positive emotion, as well as to identify the impact level of these sensory stimuli on female’s purchase intention in the cosmetic retail environment. 

With the support of the proposed hypotheses and conceptual model from the theoretical framework, a quantitative research was conducted. A total of 188 responses was collected from online questionnaire. The target sampling population of the questionnaire was determined by using a judgmental convenience sampling. 

The research demonstrated that both olfactory cues and tactile cues enable to trigger female’s consumer positive emotion in a cosmetic store. Furthermore, visual stimuli have the most positive influence on female consumer’s purchase intention in a cosmetic retail store. 

Place, publisher, year, edition, pages
2017. , 70 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-37315ISRN: JU-IHH-FÖA-2-20170531OAI: oai:DiVA.org:hj-37315DiVA: diva2:1141773
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-09-19 Created: 2017-09-15 Last updated: 2017-09-19Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf