Page 441 - Foundations of Marketing

408 Part 5 | Distribution Decisions

Foods has made these changes in the face of fierce competition from other retailers that offer
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cheaper organic options. In recent years, a number of discount and specialty store chains
have positioned themselves to appeal to time- and cash-strapped consumers with convenient
locations and layouts as well as low prices. This strategy has helped them gain market share at
the expense of large department stores.

Store Image

To attract customers, a retail store must project an image—a functional and psychological
picture in the consumer’s mind—that appeals to its target market. Store environment, mer-
chandise quality, and service quality are key determinants of store image.
Atmospherics , the physical elements in a store’s design that appeal to consumers’ emo-
tions and encourage buying, help to create an image and position a retailer. Retailers can use
different elements—music, color, and complexity of layout and merchandise presentation—to
influence customer attention, mood, and shopping behavior.
Exterior atmospheric elements include the appearance of the storefront, display win-
dows, store entrances, and degree of traffi c congestion. Exterior atmospherics are partic-
ularly important to new customers, who tend to judge an unfamiliar store by its outside
appearance and may not enter if they feel intimidated by the building or inconvenienced by
the parking lot.
Interior atmospheric elements include aesthetic considerations, such as lighting, wall and
floor coverings, dressing facilities, and store fixtures. Interior sensory elements contribute
significantly to atmosphere. Take, for example, a casual dining pub. You will be more likely to
linger over multiple rounds of drinks and appetizers with your friends if the music is fun but
not too loud, the décor is welcoming, and the lighting is not too bright or too dim. A restaurant
such as this wants to convey a convivial atmosphere where people feel comfortable spending
atmospherics The physical their time.
elements in a store’s design that Color can attract shoppers to a retail display. Many fast-food restaurants use bright col-
appeal to consumers’ emotions ors, such as red and yellow, because these have been shown to make customers feel hungrier
and encourage buying and eat faster, which increases turnover. Sound is another important sensory component of

Atmospherics
Atmospherics in restaurants
can greatly influence custom-
ers’ experiences. Ice bars, like
the one pictured here, are bars
and restaurants in which the
furniture, decorations, and
sometimes the building, are © Patrik Dietrich/ Shutterstock.com
made completely of ice. They
create such a unique ambiance
that they attract customers
from around the world.

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