Vikten av att målgruppsanpassa butiksatmosfären
en studie om atmosfärens påverkan på konsumenter i modebranschen
Research in the FMCG sector shows that in-store atmosphere has a great impact on customer attitude and behavior. Despite this, there is a lack of knowledge regarding how the atmosphere influences the customer in a fashion store setting. The purpose with this paper is to investigate if and how visible in-store atmospherics influence customer attitude and behavior in a fashion store setting. We also investigate if behavior and attitude is affected by the customer's expertise and the purpose of the visit. The study takes place in two different fashion stores within the same fashion chain. The two stores differ regarding information rate, inspirational level and how perspicuous the layout is. 150 surveys were collected, 75 in each store, from customers on their way out of the store. The results show that the in-store atmosphere affects the customers' attitude and behavior, but not always in a positive way. It's important that the store is not too clean, because it inhibits the exploratory behavior of the customer. On the other hand a fashion store that has a high stimuli level is not optimal for all types of customers. Considerations therefore have to be made regarding the store's target group before deciding what the store atmosphere should look like.