The effects of store atmosphere on shopping behaviour - A literature review.

This paper provides an insight into how the atmospherics of a retail environment influence shopping behaviour. Its objective is to support researchers and practitioners by summarizing the current state of knowledge and identifying gaps and avenues for future research. The scope covers studies in retail marketing and environmental psychology published during the last 35 years. It has been shown that environmental cues (music, scent etc.) have an effect on the emotional state of the consumer, which in turn causes behavioural changes, both positive (approach, buy more, stay longer etc.) and negative (not approach, buy less, leave earlier etc.). Most studies make reference to the PAD model, which proposes that the relevant emotions in this process can be measured along three dimensions Pleasure, Arousal and Dominance (Mehrabian, A. & Russell, J.A.,1974, An approach to environmental psychology, Cambridge, MA.: MIT Press). Since then, significant advances have been made to understand the effect of individual cues, their interaction, as well as the role of moderators, such as gender, age, or shopping motivation. However, there are a number of opportunities for further research. Too little is known about the moderating effects of Arousal and Dominance and how they interact with each other and with Pleasure dimension. Also a number of other moderators, such as gender and culture, should be integrated into the model.

A kiskereskedelmi stratégiai szövetségek hatása a kiskereskedelmi marketing tevékenységére és teljesítményére = Effects of the retail strategic alliances to the retailers' marketing activity and performance

A kilencvenes évek második felétől egyre jelentősebb szerepet játszanak a vállalatközi együttműködések, hosszabb távú kooperációk a hazai élelmiszer- és napi cikk kiskereskedelemben. A társulások szintjén a piaci siker egyértelmű, amely jól nyomon követhető az évente megjelenő kiskereskedői rangsorokban. A cikk viszont a tagkereskedők szemszögéből vizsgálja a kérdést, vajon a társuláshoz való csatlakozás ténylegesen javítja-e a kiskereskedő teljesítményét és milyen dimenziókon keresztül. _____________ From the second half of the ’90s the strategic alliances, the long term cooperations have been increasingly role in the domestic food and FMCG retail. On the level of the alliances the market success has been obvious, which has well presented in the annual retail rankings. The article examines the issue from the retailers’ point of view: whether the accession to the alliance has effectively improved the retalier’s performance and which dimensions through.

Food Retail Chains: Hungary in the EU

The role of retail chains is signifi cant, not only in the European but also in the Hungarian market. Major changes can be seen in the food trade, and hypermarkets and supermarkets are becoming more widespread, which has an international tendency. We are able to see the transformation of trade structure and changes in customer behaviour. On the customers’ side, this means newer demands on retail chains, which fact greatly determines the location and shape of stores. In Hungary, the presence of small shops is still signifi cant, in accordance with European and international trends; yet on the basis of turnover, the increasing dominance of larger sales centres can be seen.

How to Transfer a Coupon-Based Event into a Hedonic Shopping Experience? Retail Branding Implications Based on the Glamour Shopping Days

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.