THE EFFECT OF PAIN, SOCIAL FACTORS AND

AMBIENCE ON CONSUMER REPURCHASE

INTENTION OF UNCONVENTIONAL LUXURIES

SUBMITTED BY:
MASHAL SULTAN (L17-6270)
FAIZA GILLANI (L17-6249)
ABBAS ALI (L17-6283)
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Contents
Introduction......................................................................................................................................2

Background ............................................................................................................................................. 2

Significance of study ............................................................................................................................... 3

Dilemma ................................................................................................................................................... 3

Research objectives ................................................................................................................................. 3

Literature Review .............................................................................................................................4

Research Model ................................................................................................................................8

Research Methodology......................................................................................................................9

Measurement Methodology.................................................................................................................... 9

Sampling Methodology ........................................................................................................................... 9

Appendix ................................................................................................Error! Bookmark not defined.

Questionnaire ........................................................................................... Error! Bookmark not defined.

References....................................................................................................................................... 12
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Introduction

Background

In the realm of consumer research luxury got a number of researches on it. Although many

researchers focus on luxury, but the domain most commonly researched is luxury goods and the

room for luxury services and luxury experiences is little and it is yet an open inquiry. The luxury

experiences and luxury services are now the key driver for the evolution of the luxury market. The

concept of luxuries is deriving into the intuitive and intangible perceptive (Lipovetsky, 2003)

There exists luxuries which are not the traditional one and accepted and experienced by all, such

luxuries are the unconventional one and fall in the category of extraordinary experiences which

gives pain and pleasure at the same time and people pay for such luxuries or experiences. Both

physical and emotional experiences are pursued by the consumers (Hirschman, 1982). Consumers

mostly prefer pain over pleasure (Scott, 2017). The past research already done on the extraordinary

experiences are persistent with this explanation (Arnould, 1993) (Arnould E. J., 1998)

Pakistan has an emerging market for such experiences. People want to experience games or other

activities which are exciting enough to give pleasure and pain at the same time. People want to

pay for something which is according to their expectations and also something which meets the

standards of their class and society.

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Significance of study

Now days there is a trend of painful gaming among youngsters. There are many places who are

offering such games i.e. Paint ball, bounce, etc. People enjoy such games despite of the fact it can

lead to serious injuries. It’s up to the play places to make it safe and enjoyable and increase their

market in Pakistan. Re-purchase intention of consumers is dependent on ambiance, social factor

and pleasure/pain. This study will help influence the market of unconventional luxuries and its re-

purchase intentions.

Dilemma

In Pakistan the market for games and other experiences is evolving day by day. Mainly youth,

which is 32% of the population is attracted towards such experiences. The things people

experienced in other countries are now making their way to Pakistan. The main target of these

luxury brands are basically the youth. With this step the country is moving towards more

enhancements and development. These unconventional luxuries are a mean of pleasure and pain

both at the same time.

Research objectives

The objective of this study is to determine the impact of pain/pleasure, social factors and ambiance

of surrounding on the consumer repurchase of unconventional luxuries. Hence leading to positive

on unconventional luxuries.

 How does social factors affect the repurchase intentions?

 Does ambiance play an important role?

 Do consumer prefer pleasure of unconventional luxuries over pain?

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Literature Review

SCOTT CAYLA & COVA (2017) studied impact of selling pain to saturated self. Bascially it

explains understanding of pain and its role in extraordinary experiences. Independent variable of

this study are pain and pleasure .We develop our insights from an ethnography of Tough Mudder,

a particularly grueling adventure challenge involving a series of approximately 25 military-style

obstacles to overcome in half a day. Researcher employed Spider’s Web technique in which

Participant fight their way up and over two muddy cargo nets. In order to deal with these

methodological issues, wide range of ethnographic methods are employed. Various types of data

collection, including: (1) participant observation; (2) the collection of visual materials; (3) in-depth

interviews; and (4) netnography. Researcher followed the extended case method, or ECM

(Burawoy 1998), to analyze our data and generate new theoretical insights. ). Researcher organized

findings to three complementary levels of analysis. First, it focus on pain as a personal experience,

and we show that pain facilitates a reappearance of the body to the participant’s consciousness.

Second, it describe how pain becomes meaningful and gains significance through an intricate

process of ritualization and dramatization. Lastly Pain temporarily suspends the reflexive project

of the self. After the event, however, the tangible manifestations of pain, in the form of wounds

and marks, help participants stitch together the narrative of a fulfilled life.
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Ambiance and Consumer Repurchase Decision

No past research appears to center around the impacts of ambiance factors as a piece of the idea of

environment, and positively not inside the winter-stop setting. Different providers of

administrations know, in any case, that, say, innovative shows in the business territory impact

client's feelings. There are many elements affecting the ambiance of the park for instances odor,

temperature, background sounds, air quality hygiene and lighting etc. (Sheman, 1997)

Past research centers on the impact of particular atmosphere factors. Interestingly, this study

assesses a particular mood factor and the aggregate impact of various atmosphere factors in

connection to the consumer’s feelings. This report utilizes three different feeling factors: sound,

lighting, and odor. Most normal are investigations of ambiance factor are on sound, and they

uncover a generally solid impact on consumers. Speed, classification, sound level, for example.

(Smith, 1966)

Suitable lighting, that is, area and kind of lighting, is another essential ambiance factor. Research

study that solid lighting identifies with an enthusiastic and fun loving temperament, while dim

light makes a climate that consumers find unwinding, warm, and relaxing. (Heide, 2006)

Despite the fact that odor impacts consumers (e.g. Disney effectively utilize odor as a trigger to

build deals), odor appears not to pull in much concern among researchers. This oversight is

wonderful considering that past research record that odor is a vital component of the consumer

encounter. (Mattila, 2001) . (Mattila, 2001)For instance, give prove that odors impacts how the

consumer compares a purchase and subsequently affects satisfaction)

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(Hirsch, 1995)Gives confirm for the way that odors encompassing particular gambling machines

impacts there influence in gambling in casinos)

This researches discusses three important factors of ambiance of sound, lighting, and odor with

the customer experience, and therefore sets that the satisfactory outline of these factors in a park

impact the customer's repurchase choices. Third hypothesis of this study is

H1: Ambiance plays a positive impact on consumer repurchase intentions.

Social Factors and Consumer repurchase

According to (Bitner, 1992) there are different factors of consumer intentions which affecting the

experience of consumer. Here we will be discussing majorly 3 of consumer intentions. Initially to

notify how much does the customer involve himself/herself by being first one to take part (e.g.

experience regarding involvement of actively in battle field playground). Second point to identify

how a consumer behave around and with other customers (e.g. waiting area or while playing with

opponent player)

Third one is about how consumer interact with other employees or management (e.g. while waiting

in queue for tickets or asking for any queries in game)

The demonstration of taking part in an activity is a critical factor that impacts the customer

experience. (Schmitt, 1999). In any case, for the playgrounds just to engage might be lacking in

reality, the playgrounds ought to include the customer to guarantee that he or she gains a positive

experience (Pine, 1998)

Despite the fact that past research underscores the significance of interaction between customers,

a requirement for more research on this sort of interaction appears to exist (Parker, 2000).
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No research attempts to analyze the impact of social interaction (as for the customers certain

feelings) with different customers, in a playground area. Such interaction, in any case, seems to

impact consumer’s decisive feelings. Participating the experience to different consumers as

opposed to alone obviously has any kind of effect (Lovelook, 1996)

H2: Social factors have positive impact on consumer repurchase intentions

Pain/Pleasure and Consumer repurchase intention:

Pain is a fundamental feature of human existence. We all have fell it and have suffered from it

(scott, 2017). Although, pain is a central feature of the human condition, it remains understudied

and under-theorized within the social sciences. Emotional state is conceptualized as consisting of

three domains: pleasure–displeasure, arousal–nonarousal, and dominance–submissiveness (Ruth,

1997).

The decision may be about whether to purchase or save, what categories of goods or services to

purchase, what brands to purchase, how much money to spend, how many different purchases to

make, and/or how products will be used and discarded (Robertson, 1984).

H3: Pain/ Pleasure impacts consumer repurchase intentions

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Research Model

Independent variables Dependent Variable

Pleasure/Pain

Consumer
Social Factors Repurchase
Intentions

Ambience
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Research Methodology

To test the research, we would take the students as our samples as the research is thoroughly based

on the social factors, ambiance and pain/pleasure aspects. The demographics of the students fit in

perfectly with our dependent and independent variables. The survey would be conducted at the

Battle Field playground with in Lahore. The age group of 18-25 was considered ideal as the sample

for our hypothesis testing. By and large, students of this age group make the university population.

Measurement Methodology

The questionnaire comprises of 16 questions in total based on five-point Likert-type scale. Four

questions for each of the four variables would have five scales against them with 1 being the most

satisfied and 5 being the least satisfied. The collective results of each questionnaire would be

gathered then, to determine which variable registered the most common responses and then the

hypothesis would be further tested to come up the final deductions.

Sampling Methodology

Sampling would be random and the research would be done through the questionnaire that has

been designed including 16 questions for each of the variables. The variables taken into account

are pain/pleasure, social factors, ambiance and consumer repurchase intentions. An equal number

of questions would be asked from the random sample chosen from the population of Lahore

Pakistan. Around 250-350 responses would be taken and gender would also be taken into

consideration as we would try that our sample comprises of 50% responses from both the genders.

Gender would be distinguished in collecting the responses because the buying behaviors of men

and women vary.

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Appendix

Questionnaire

Disclaimer: This questionnaire is part of our research project and all information you provide
will only be used for the purpose of this research and all your personal information will be
treated with utmost confidentiality. We are conducting research on Painful gaming i.e. Paint Bal
located in DHA Lahore.

What is your gender?

What is your age?

Do you prefer games?

a) Yes b) No

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree

1 2 3 4 5

Pleasure

Is this game makes you happy

Are you satisfied by it

Are you pleased by it

Are you melancholic with it

I play such games because they let me do things I can’t do in real

life.

I enjoy the excitement of assuming an alter ego in such games

Social Factor

Is it lively

Is it cheerful
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Is it boring

Is salespeople courteous

My friends and I use such gaming as a reason to get together.

I play painful gaming to relate to other people

Ambiance

Is it pleasant

Is it relaxed

Pleasant smelling

Hygiene factors were maintained

Lighting was bright

Consumer Repurchase intentions.

I say positive things about Paint Ball to other people

I would recommend Paint ball to others.
I would encourage friends and relatives to try it

I would like to pass along information on Paint ball to my friends.

I would like to try that again with my friends and family.

Is there any probability that I waste money on such games
I intend to try again in the near future.
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Marketing, Vol. 12, 585-94.

Hirschman, E. C. (1982). Hedonic Consumption: Emerging Concepts, Methods and, 92–101.

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Brands. Experimental Marketing Free Press, Newyork, NY.

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