Question

What two basic dimensions determine if a shopper will react positively or negatively to a consumption environment? What factors can affect a consumer's moods in the shopping environment that are a) under the control of the marketer and b) not under the control of the marketer?

Answer 1

Pleasure and arousal are the two main dimensions that will decide whether the customer will react in a positive manner or in a negative manner. If the customer enjoys the shopping environment then it will manifest in a positive reaction and if he is not enjoying the environment of the shopping area, he can simply avoid shopping from that place.

The factors which are under the control of the marketer about the moods of the customers are-

design and layout of the store as it can have a positive impact on the shopping experience.

the environment created within the store, the music played within the store can boost the good setup and can cheer the mood of the customers

Different types of programming performed within the store can also involve the customer in his shopping activity

The factors which are beyond the control of the marketer about the moods of the customers are-

Weather= If it is too hot or too cold then only up to a certain extent the marketer can try to change the weather condition but beyond that, he may not have the solution of extreme weather situations

Personal problems of the customer= If the customer is disturbed by his own mood or life events, these cannot be changed by the marketer.