Store Atmosphere as Retail Strategy Element

Authors

  • Beatriz Cavalcante Chamie Escola Superior de Propaganda e Marketing - ESPM
  • Ana Akemi Ikeda Universidade de São Paulo - FEA-USP
  • Juracy Parente Fundação Getúlio Vargas - EAESP

DOI:

https://doi.org/10.20946/rad.v14i1.10178

Keywords:

Retail, Store Atmosphere, Retail Strategy

Abstract

This study aims to evaluate how brick and mortar stores, from the same sector, build your strategy in terms of store atmosphere. The choice of toy stores aimed to: (i) order the existing knowledge about the subject; (ii) describe how different elements of the atmosphere are presented in toy stores; and (iii) show the aspects valued in a hedonic and utilitarian shopping trip, regarding the subject. To achieve this goal a qualitative field research was taken using direct non-participant observation technique. The main finding is that even from the same sector, stores work quite differently their atmosphere elements and stimulus.

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Author Biographies

Beatriz Cavalcante Chamie, Escola Superior de Propaganda e Marketing - ESPM

Diretora da Shoppermrkt Consultoria e Professora da ESPM. Mestranda em Administração pela FEA-USP

Ana Akemi Ikeda, Universidade de São Paulo - FEA-USP

Professora Livre Docente FEA-USP

Juracy Parente, Fundação Getúlio Vargas - EAESP

Professor Adjunto e Chefe do Departamento de Marketing FGV-EAESP

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How to Cite

Chamie, B. C., Ikeda, A. A., & Parente, J. (2012). Store Atmosphere as Retail Strategy Element. Management in Dialogue Review, 14(1). https://doi.org/10.20946/rad.v14i1.10178

Issue

Vol. 14 No. 1 (2012)

Section

Artigos

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