Vpliv atmosfere na nakupne namere v prodajalnah z oblačili

Križanec, Tjaša

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Title:	Vpliv atmosfere na nakupne namere v prodajalnah z oblačili
Authors:	ID Križanec, Tjaša (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Krizanec_Tjasa.pdf (3,91 MB) MD5: 40D2055281CA8C35DE6884AF5A10DF81
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrsko delo obravnava vpliv sedmih dimenzij atmosfere na nakupno namero odjemalcev v prodajalnah z oblačili, kar je ključno za razumevanje, kako različne dimenzije prodajalne vplivajo na vedenje odjemalcev. Osredotočili smo se na sedem dimenzij atmosfere, to so: barva, glasba, osvetlitev, vonj, temperatura, čistoča in postavitev/razporeditev. Problem, ki ga raziskujemo, je, kako različne dimenzije atmosfere vplivajo na odločitev odjemalcev za nakup. Atmosfera v marketingu je izraz, ki se uporablja za opis zavestnega oblikovanja območja za ustvarjanje želenega učinka na odjemalce. Gre za prizadevanje za oblikovanje nakupovalnega okolja, ki ustvarja čustvene učinke na odjemalca, da bi se povečala verjetnost njegovega nakupa. Rezultati raziskave kažejo, da imajo vse preučevane dimenzije statistično pomemben vpliv na nakupno namero odjemalcev. Najmočnejši vpliv ima postavitev/razporeditev, sledita barva in osvetlitev, kar kaže na to, da vizualni elementi prodajalne igrajo ključno vlogo pri vplivu na nakupno namero odjemalcev. Vonj, temperatura, glasba in čistoča imajo manjši, a še vedno pomemben vpliv. Čistoča prodajalne ima šibko pozitivno linearno povezanost z nakupno namero. Potrditev vseh hipotez temelji na analizi korelacijskih in regresijskih koeficientov, ki kažejo na pomembne povezave med posameznimi dimenzijami atmosfere in nakupno namero odjemalcev. Sklepi raziskave potrjujejo, da je ustvarjanje prijetne in premišljene atmosfere bistveno za spodbujanje nakupne namere odjemalcev. Podjetja, ki želijo izboljšati svoje prodajne rezultate, bi morala nameniti posebno pozornost oblikovanju svoje prodajalne, saj lahko premišljeno oblikovana atmosfera bistveno vpliva na vedenje in odločitev odjemalcev za nakup. Ustvarjanje pozitivnih čustvenih učinkov skozi različne dimenzije atmosfere lahko poveča verjetnost nakupa in izboljša celotno izkušnjo odjemalcev.
Keywords:	atmosfera, nakupna namera, čistoča, glasba, temperatura, osvetlitev, barva, postavitev/razporeditev, vonj
Place of publishing:	Maribor
Publisher:	T. Križanec
Year of publishing:	2024
PID:	20.500.12556/DKUM-90768
UDC:	366.12
COBISS.SI-ID:	221218819
Publication date in DKUM:	07.01.2025
Views:	134
Downloads:	98
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	21.09.2024

Secondary language

Language:	English
Title:	The impact of atmosphere on purchase intentions in clothing stores
Abstract:	This master thesis explores the influence of seven dimensions of atmosphere on customer purchase intention in clothing stores. Understanding these dimensions is crucial for comprehending how different aspects of the store environment affect customer behavior. We have focused on seven dimensions of atmosphere: color, music, lighting, smell, temperature, cleanliness, and layout. The core inquiry of this study is how different dimensions of the atmosphere influence the customer's decision to buy. In marketing, atmosphere refers to the conscious design of an area to create a desired effect on customers. It involves creating a shopping environment that evokes emotional responses in customers to increase the likelihood of their purchase. The results of the research demonstrate that all the studied dimensions have a statistically significant impact on customer purchase intention. Among these, layout has the strongest influence, followed by color and lighting, indicating that the visual elements of the store play a crucial role in influencing customer purchase intention. Smell, temperature, music, and cleanliness also have significant, though smaller, impacts. Specifically, store cleanliness shows a weak positive linear relationship with purchase intention. The validation of all hypotheses is based on the analysis of correlation and regression coefficients, which show significant relationships between individual dimensions of the atmosphere and customer purchase intention. The conclusions of the study confirm that creating a pleasant and thoughtfully designed atmosphere is essential to stimulate customer purchase intent. Companies aiming to improve their sales performance should focus on store design, as a well-designed atmosphere can significantly impact customer behavior and purchase decisions. By creating positive emotional effects through various atmospheric dimensions, businesses can increase the likelihood of purchases and enhance the overall customer experience.
Keywords:	Atmosphere, purchase intent, cleanliness, music, temperature, lighting, colour, layout, smell

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