Management Test_Paperpedia

Candidate’s Name: Ranu Nagori

Date: 03/05/2019

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 Management Test_Paperpedia

Topic: How does the purchase environment influence consumer behaviour?

INTRODUCTION
In the modern era, however the actual buying of any product is a single step, yet it
involves a great dynamics with respect to the same. The purchase environment consists of all
those factors that play their crucial role during the period of making decision whether to
purchase or not-to purchase a specific product (The role of store environmental stimulation
and social factors on impulse purchasing, 2017). This leads towards certain preferences and
attitudes of consumers in addition to having certain purposes to buy a particular product what
is termed as ‘consumer behaviour’. The given assignment will elucidate the significance of
various purchase factors present at the time-period of making an intent to buy the products.
Moreover, the stages applicable during the process of consumer buying have also been
discussed in the given essay.

BODY
In order to generate higher profits, impulse buying plays a great role and is taken care of by
the retailers (Mattila and Wirtz, 2017). However, unintended buying is also made by the
shoppers which is in accordance to the various factors which stimulate purchases.

Moreover, advertising is also an important aspect which helps in influencing the

decision of a customer. The promotional environment that is created in a store also enhances
the buying. For instance: Walmart introduced the approach of ‘Every Day Low Prices’
(EDLP) which helps the shoppers to procure goods of everyday or routine use at the lowest
possible rates (Marketing Strategy of Walmart – Walmart Marketing Strategy, n.d). Through
adopting similar types of plans, the retailers themselves play the role of a brand whether they
are using certain promotional strategy or effective pricing or any post purchase services like
offering guarantee or warranty cards at the time of purchase (Ailawadi and Keller, 2004).

A consumer while making a purchase goes through a number of stages and at the
same time, he/she is influenced by the provided environment which may control his/ her
decisions. In order to buy a product, the consumer, after generation of need to procure the
good opts for the store from where he would be buying the product. Then he/ she analyses
whether the good is a one- time thing or he needs the item on a regular basis, say weekly,
monthly, quarterly, half-yearly or annually (Marketing Strategy of Walmart – Walmart
Marketing Strategy, n.d). With respect to all the specific concerns, he/ she chooses the place

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for purchasing the thing which offers the highest rebate or better after-sales services or
whatever feature he may give preference to. At this very time, the purchase environment
aspect comes into play which calls for the highest advantages at the point-of-purchase. On the
other hand, if there prevails inadequate knowledge about the brand/product, the sales is
directly proportional to the competence of the personnel who is selling the given item (Kellar,
n.d).

In this way, the atmosphere of the store consisting of all the bodily and mental
components which boosts the shopping experience of the shopper is vital to consumption of a
certain item. (Eroglu and Machleit, 1990). In addition to this, each and every external factor
present during the process also administers the experience. (Sherman, Mathur and Smith,
1997). The music, lighting, temperature, fragrance etc. which sums up as the ambiance of the
store also controls the buying to some extent though they are intangible in nature. The colour,
layout and other design factors also enhances the experience. (Bitner, 1992). In addition to
this, the affective evaluation which refers to customer’s judgement along with the cognitive
evaluation dealing with the perception of the shopper that initiates with the processing of the
available information ultimately leads to a certain response of the consumer in terms of
purchasing the required product (Environmental influences on consumer behaviour, 2012).

CONCLUSION
It has been concluded from the given essay that the environmental factors which are present
at the time of purchasing a specific product plays the most significant part in stimulating sales
by affecting the behaviour of a consumer and arising the urge to buy that good (The Influence
of Cultural Factors on Consumer Buying Behaviour and an Application in Turkey, 2014).
Moreover, it has been argued that the point-of purchase promotions are arranged with an aim
to escalate the profits through emphasising impulse buying. The other elements including
store stimuli, store atmosphere, design factors, social factors, ambient factors, organism,
affective evaluation, cognitive evaluation etc. have also been considered as the small yet
powerful ones that helps in governing the behaviour of a shopper at the time of purchase of
an item (Impact of Store Environment on Adult Generation Y Consumers’ Impulse Buying,
2007).

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REFERENCES
Ailawadi, K. L., and K. L. Keller. 2004. Understanding retail branding: Conceptual insights
and research priorities. Journal of Retailing. 80, no. 4: 331-42.
Bitner, M. J. 1992. Servicescapes: The impact of physical surroundings on customers and
employees. Journal of Marketing.56, no. 2: 57-65.
Eroglu, S. A., and K. A. Machleit. 1990. An empirical study of retail crowding: Antecedents
and consequences. Journal of Retailing.66: 201-14.
Environmental influences on consumer behaviour. 2012. Available at: http://nrw.nl/wp-
content/uploads/2015/02/Environmental-influences-on-consumer-behaviour-Tim-op-
Heij.pdf>.
Impact of Store Environment on Adult Generation Y Consumers’ Impulse Buying, 2007.
Journal of Shopping Center Research. 14, 1, pp. 39-56.
Keller, K. L. Strategic Brand Management: Building, Measuring, and Managing Brand
Equity. New Jersey: Prentice Hall, 1998.
Marketing Strategy of Walmart – Walmart Marketing Strategy. n.d. Available at:
<https://www.marketing91.com/marketing-strategy-walmart/>.
Sherman, E., A. Mathur, and R. B. Smith. 1997. Store environment and consumer purchase
behavior: Mediating role of consumer emotions. Psychology and Marketing 14, no. 4:
361-78.
The Influence of Cultural Factors on Consumer Buying Behaviour and an Application in
Turkey. 2014. Available at: <https://globaljournals.org/GJMBR_Volume14/4-The-
Influence-of-Cultural-Factors-on.pdf>.
The role of store environmental stimulation and social factors on impulse purchasing. 2017.
Available at: < paperpedia/3%20may%20test%20management/source%201%20CB.pdf
>.

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