10.26180/5d956c0a6d913
Sean James Sands
Sean James
Sands
Consumer Responses to In-Store Themed Events
Monash University
2019
Consumer behavior
Victoria
Melbourne
Merchandising
Management
Public opinion
Display of Merchandise
Attitude Surveys
Retail Stores
marketing
In-store Retail experience
Retail Atmosphere
Shopping behaviour
Marketing Management (incl. Strategy and Customer Relations)
2019-10-03 03:33:28
Thesis
https://bridges.monash.edu/articles/thesis/Consumer_Responses_to_In-Store_Themed_Events/9932477
This research investigates how in-store themed events affect consumer behaviour. Consumer responses to in-store events are studied at two distinct points in the shopping process. The first is at the point a consumer decides where to shop. Specifically, we are interested in how the in-store themed event impacts store choice and its effect on the consumer's anticipated experience. The second point in the shopping process is within the retail setting. Here we are interested in how the presence of a themed event might impact consumers' in-store behaviour. […]