CENTRAL MARKET

Case Study
DHRUV SHAH
VINAY YADAV
DARSHAN HD
SAYAK DUTTA
ABHIJEET MOHANTY
Environmental Dimensions
Of Servicescape

Ambient Signage and

Space/Function
Conditions Artefacts

Environmental Dimensions
Ambience

Product quality ensured by

controlling temperature
Temperatur Produce & meat: 68 oF
e
Preparation Area: 50 oF
Rest of the store: 70 oF
Fresh Odour is maintained
Visitors can smell fresh products as
Odour
they walk through the different
sections
 Space/Function
Store layout encourages exploration and discovery

Layout in the form of a traditional European style city

market
Wide aisles allow two carts to pass simultaneously

Layout is Dynamic and arranged to suit aesthetics and

demand fluctuations
Caf on the Run: Special area for faster checkout

Impulse purchases of flowers & alcohol encouraged by

strategic placement
Signs, Symbols and
Artefacts
All signage and artefacts are consistent with
farmers market theme

Signs are handmade and painted by store

art team

Pastel colours are used throughout the store

Colour coding is used to identify the origin

of the produce
Environmental Dimensions:
Explanation of Success
Ambient Signage and
Conditions Space/Function Artefacts
The Fresh Layout creates Special
Ambience waiting areas displays and
reinforced the near appealing demonstration
quality and products such s on weekends
freshness of as flowers, ensures that
the in-store wine and customers
products, baked goods spend an even
enabling resulting in longer time in-
customers to impulse store
spend twice purchases Hand-made
($40) more Layout ensures signage
than usual that customers reinforces
($20) spend a long fresh
time in-store ambience
Affect of the Servicescape on Behaviour

Customer Behaviour Employee Behaviour

Strategic location of Details of impact on

waiting areas lead to employee behaviour in
impulse purchases the case are scarce.
Shoppers spend more However, with the
than planned positive impact of the
Shoppers spend more servicescape on
time in the store consumer behavior, we
Shoppers feel that the can safely assume that
displays are the workforce of the
delectable store would definitely
be satisfied as well,
leading to an approach
behaviour
THANK YOU