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An empirical study on accent lighting: Influence on consumer shopping behavior and experience in a hypermarket drug department - Softcover

Peronace, Veronica

 
9783845472744: An empirical study on accent lighting: Influence on consumer shopping behavior and experience in a hypermarket drug department
Softcover
ISBN 10: 384547274X ISBN 13: 9783845472744
Verlag: LAP LAMBERT Academic Publishing, 2011

Inhaltsangabe

This study analyzed the influence of accent lighting, one of store atmosphere components, on consumer shopping behavior and experience. Lighting effect has been tested on a sample of 200 consumers of a pharmacy department in a hypermarket, under two lighting conditions (accent lighting vs. general lighting). Data has been collected through an ad-hoc structured questionnaire composed by a set of information on shopping behavior (number of handled items, time spent in the store, impulse purchases, return intention) and shopping experience, related to the experienced comfort during the buying process, the perceived ambient temperature and the overall department evaluation. Data has been statistically processed through a univariate analysis over the sample of 200 consumers, then comparisons were performed using bivariate statistical analysis, testing linear dependency between items and between items and lighting effect. Significant results observed have been then deepen using a multivariate linear model (logistic regression model). Dependent variables related to shopping behavior resulted to be non- significant, while accent lighting showed a significant effect on shopping experience.

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Über die Autorin bzw. den Autor

Veronica Peronace is specialized in marketing and obtained her Master of Science in International Management at Bocconi University, Milan. After different working experiences in Philips Italy in Consumer Lifestyle and Professional Lighting sectors, she is currently working at Google Italy in the Agency Team.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
384547274X
ISBN 13 
9783845472744
Einband
Taschenbuch
Anzahl der Seiten
104
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Fromm
customerservice@vdm-vsg.de

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Riga
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