absolutely final marcu1 paper

8/10/2019 Absolutely Final Marcu1 Paper

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In partial fulfillment of the course:MARKCU1 K32

Submitted to:Dr. Ma. Luisa C. Delayco

De La Salle University Manila

Submitted by:BASCAR, Adrian G.

COSTALES, Christopher Caleb DCGALLEGO, Ralph Vincent C.

Submitted on:

Term 2, A.Y.: 2013-2014December 4, 2013


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TABLE OF CONTENTS

pageCHAPTER 1: Background of the Study 3

CHAPTER 2: Review of Related Literature

A. Summary 5B. Synthesis 8

CHAPTER 3: Study Framework

A. Theoretical 10B. Conceptual 12

C. Definition of Terms 14

CHAPTER 4: Problem Statement and Objectives 16

CHAPTER 5: Methodology 18

CHAPTER 6: Data Presentation and Analysis 19 Analysis 51

CHAPTER 7: Conclusions 52

CHAPTER 8: Recommendations

A. Conceptual Framework 52B. Instrument 53

CHAPTER 9: Bibliography 53

APPENDIX

A. Table of Analysis 54B. Results/Tally 57C. Survey Questionnaire 67


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CHAPTER 1 BACKGROUND OF THE STUDY

This paper aims to d etermine the store atmospheres influence on consumer

behavior in the grocery and public markets. With this problem, the researchers would

like to understand why some consumers would prefer shopping in a public market than

a grocery store and vice versa, considering its differences and advantages and

disadvantages on both sides .By using different study frameworks and various theories,

the researchers hope to determine if the stores atmosphere can influence the

consumers behavioral responses (approach and avoid responses). Theories such as

the store atmosphere effect and the Mehrabian-Russel model will be the reference point

of the paper and will help confirm the validity of the study. Under these theories, certain

factors such as pleasure, arousal and dominance states of consumers in the grocery

store and public market will be studied in order to further determine the relationship of

the store atmosphere and the consumers behavioral responses. Also taking into

account that groceries and market places are different, we will also use different factors

such as price, variety of products, atmosphere, customer service, location etc. Which

can be grouped into the 4ps of marketing due to the variety of factors. An example

would be you may find products that groc eries can sell but cant be sold by public

markets and vice versa. Price is also determined through the commodity being sold, so

it widely differs. Regarding placement, groceries are more located at urban areas while

public markets at rural areas but this case may not always be true. Promotion of the

stores may vary from radio ads and fly ers. This study targets consumers that go to

groceries or public markets mainly the common household. This can include parents,


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household helpers, and teens that can independently shop at both stores. Basically if

you have the capacity to independently buy at these stores, then you could be part of

our target market. Other target markets could include restaurant owners if they get their

ingredients at groceries and or at public markets.


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CHAPTER 2 REVIEW OF RELATED LITERATURE

A. SUMMARY

Retail Store Atmosphere

1. Grocery Shopping: Pleasure or Pain?

- A recent US supermarket experience study conducted by Retail Feedback

Group found out that majority indicated that 24% and 35% enjoyed grocery

shopping a lot or a little, respectively. About 27% felt neutral about going into

grocery shopping while only 9% and 5% disliked it a little or a lot, respectively.One way to create an exciting atmosphere within the grocery store is to offer

a variety of in-store activities for families, kids, sports fans, military veterans,

health-oriented shoppers and foodies. Other ways is to proactively address

the needs in the community, create a unique shopping destination or engage

with shoppers on social media.

Numainville, B. (2012). Grocery Shopping: Pleasure or Pain? Retrieved fromhttp://www.retailfeedback.com/blog/item/7-grocery-shopping-pleasure-or-pain

2. The Importance of a Retail Stores Design and Atmosphere

- Great store design and atmosphere draws attention sets the mood and

reflects the aesthetics of the store. Another element that is important in the

atmosphere of a retail store is visual merchandising. It is how products and

merchandise are arranged in order to attract customers to linger andeventually purchase. Other elements of a good retail store atmosphere are

Color usage, Lighting and Music. Store atmosphere is an important aspect of

a good retail store. It sends a message to its customers and buyer.


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McKeever, E. (2008). The Importance of a Retail Stores Design and Atmosphere.Retrieved from http://www.insidebusiness360.com/index.php/the-importance-of-a-retail stores-design-and-atmosphere-4-24793/

3. The Internal Atmosphere of a Retail Store

- A store s atmosphere has both affective and cognitive components. The

affective components are pleasure (i.e. contented, happy, satisfied), arousal

(i.e. stimulated, excited, jittery), and dominance (i.e. controlling, dominant,

influential); the cognitive component is the information rate (i.e. novelty,

variety, density, size) (Donovan and Rossiter 1982; Mehrabian and Russell

1974). Research evidence points to the concrete stimuli of color, music, and

crowding as influencing the affective dimensions of a store s atmosphere; and

to displays and signs as influencing the cognitive dimensions and, to a lesser

extent, the affective dimensions of a store's atmosphere. (Buckley, P., 1987)

Buckley, P. (1987). The Internal Atmosphere of a Retail Store. Retrieved fromhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774

The Effect of Retail Atmosphere on Consumer Behavior and Perception

4. The Effects of Store Atmosphere on Shopping Behaviour

- The three emotional states of Pleasure, Arousal and Dominance

determine and mediate the environments effect onto the response which can

be either approach or avoidance type behaviours. For example, consumers

responding positively will want to spend more time in the environment, want

to look around and interact with other individuals present. It will lead to

enhanced performance or satisfaction.

Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour. Retrievedfrom http://unipub.lib.uni-corvinus.hu/669/1/CMT_2012-1.pdf
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774


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5. The Effect of Atmosphere on Consumer Perception and Costumer

Behaviour Responses in Chain Store Supermarkets

- Utilized S-O-R model and took retail stores as testing objects to study the

relationship between environmental stimulus and behavioural intention by two

emotional dimensions pleasure and arousal. The finding was the emotions

of pleasure and arousal initiated by environment would increase costumers

spending of extra time and money by 12% in average; meanwhile, their

interactive intentions with on-site service personnel increased.

Donovan, R. J., & Rossiter, J. R. (1982). Environmental Psychology Model. Retrievedfrom http://www.researchgate.net/publication/228843683_The_effect_of_atmosphere_on_customer_perceptions_and_customer_behavior_responses_in_chain_store_supermarkets

6. Store Environment, Emotions and Approach Behaviour: Applying

Environmental Aesthetics to Retailing

- Using the Mehrabain and Russell Model (1974) which presented a basicmodel of human emotion commonly used in marketing studies. This model

further suggested an interaction between pleasantness and arousal in

determining individual approach-avoidance behaviour. In pleasant

environments, an increase in arousal was argued to increase approach

behaviours, whereas, in an unpleasant environments, and increase in arousal

was suggested to motivate more avoidance behaviours.

Gilboa, S. & Rafaeli, A.. (nd). The Mehrabain & Russell Model. Retrieved from:http://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdf


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B. SYNTHESIS

The overall atmosphere of a retail store draws attention, sets the mood

and reflects the aesthetics of the store. According to the model of store

atmosphere effects, such stimuli are essential in influencing in-store consumerbehaviour. Different ways of creating an exciting atmosphere within a retail store

are in-store activities for families, kids, sports fans, military veterans, health-

oriented shoppers and foodies; proactively addressing and participating in the

needs in the community; reinventing the retail store into a unique shopping

destination and engaging with shoppers on social media. Other elements in

creating a great store design and atmosphere are visual merchandising, color

usage, lighting and music. These stimuli present in a retail store environment

have both affective and cognitive components. The affective components are

pleasure (i.e. contented, happy, satisfied), arousal (i.e. stimulated, excited, jittery)

and dominance (i.e. controlling, dominant, influential). According to the

Mehrebian and Russell Model, stimuli of color, music and crowding are

influencing the affective dimensions of a stores atmosphere. On the other hand,

displays and signs are influencing the cognitive dimensions such as information

rate.

The effect of the three emotional states of pleasure, arousal and

dominance determine and mediate the environments effects onto the response

which can be either approach or avoidance type behaviours. Example of this are

spending more time in the environment, looking around and interacting, Utilized

S-O-R model study the relationship between environmental stimulus and

behavioural intention. The finding was that the emotions of pleasure and arousal

initiated by environment would increase costumer;s spending of extra tumne abdmoney by 12% in average. Meanwhile, their interactive intentions with on-site

service personnel increased. The Mehrabain and Russell Model suggested an

interaction between pleasantness and arousal in determining individual

approach-avoidance behaviour. In pleasant environments, an increase in arousal

was argued to increase approach behaviours, whereas, in an unpleasant


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environments, and increase in arousal was suggested to motivate more

avoidance behaviours Therefore, the researchers, based on this synthesis would

presume that the stores atmosphere has an effect on consumer behavior in the

grocery and public market. Different stimuli of a stores atmosphere influences

consumers emotional states that in turn influences a consumers approach or

avoid response. The researchers would like to find evidences of such

connections in consumer behavior.


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CHAPTER 3 STUDY FRAMEWORK

A. THEORETICAL FRAMEWORK

a.1) Model of Store Atmosphere Effects

a.2) Mehrabian - Russell Model


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B. CONCEPTUAL FRAMEWORK

Our conceptual framework would be based on the Model of Store Atmosphere Effects

and The Mehrabian - Russell Model incorporating the different aspects and objectives

that we have for this study.

Since this study would be using the Model of Store Atmosphere Effects and The

Mehrabian - Russell Model it will all start by identifying and studying the different stimuli

that influences emotional states of consumers. This would include studies involving

ideas of stimuli of both the store and the consumers. Stimuli could be physical, verbal,

emotional, physiological, etc. The next step would be finding the connection between

these stimuli to the emotional states of the consumers while in the store, considering

Emotionalstates that best

influencescostumers

Stimuli thatinfluences

emotional states

Pleasure states of consumers

Arousal states of consumers

Dominance states of consumers

Grocery

Public Market

Grocery

Public Market

Grocery

Public Market

Approach

Avoid


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which kinds of stimuli would trigger a consumers pleasure, arousal and dominance

states. Also included in the second step would be to identify and specify certain physical

manifestations of a consumers pleasure, arousal and dominance states while in the

store. The last step would be finding connections between the emotional states and

the behavioral responses of consumers which is either approach or avoid. In this

manner the researchers would be able to identify which kind/s of emotional states best

influences a consumers approach or avoid response. Included in this last step would

also be to study the different physical manifestations of consum ers approach or avoid

response. During the whole study, results would be divided into two which are the

grocery store and the public market. This would be necessary in order to assess and

identify the differences and the advantages and disadvantages of the two shopping

destinations.

**Operational Framework

Emotional states thatbest influences

costumers

Air-conditioning




Comfort in shopping; Cool;Consumers wont sweat

Inconvenience ; Consumers wouldsweat while shopping; Heat

Inspiration to shop ; Consumersfeel they have all the time to shop

Rush, Uneasiness ; Buying time islimited; Buys things only on the list

Freedom ; Consumers could roamanywhere with ease.

Planned and Fixed ; Less freedom;Uneasiness around the store

Approach

PurchaseWould explore other

products/stallsMore future

Transactions with theshop

Avoid

Wouldnt PurchaseWouldnt explore

other products/stallsLess Transactions in

the future

Grocery

Public Market


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C. DEFINITION OF TERMS

1. S-O-R Model S stands for stimulus, O for vorgange im organismus (processes

in the organism) , and R for reaktion des organismus (reaction of the

organism) . It was developed for consumers purchases of items in store.

2. Pleasure refers to the degree to which the consumer feels good, joyful, happy,

or satisfied in the store.

3. Arousal refers to the degree to which the consumer feels excited, stimulated,

alert, or active in the store.

4. Dominance refers to the extent to which the consumer feels in control of or free

to act in the store.

5. Affective refers to moods, feelings, and attitudes.

6. Cognitive refers to acquiring knowledge through thought, experience and the

senses.

7. Approach- includes physically moving toward, exploring, communicating, and

performing in an environment, as well as returning to that environment.

8. Avoid- include a desire to leave, disinterest, lack of interaction, and poor

performance in an environment, as well as never returning to that environment.

9. Stimuli- something that incites to action or exertion or quickens action, feeling,

thought.

10. State- the particular condition that someone or something is in at a specific time.


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11. Response- A statement that is made to reply to a question or criticism oraccusation. It also means a result.

12. Behavioral Response- An overt indication of understanding.

13. Grocery- a grocers store, a supermarket, a large form of the traditional grocery

store, is a self-service shop offering a wide variety of food and household

products, organized into aisles

14. Public Market- are markets, in public spaces, where independent merchants can

sell their products to the public. Typical products sold at public markets

include fresh produce, baked goods, locally raised meats and dairy

products and various other food items and handcrafted goods.

15. Atmosphere- the pervading tone or mood of a place, situation, or creative work.

16. Four Ps (4 Ps) - The categories that can be controlled in the marketing of a good

or service: product, price, place and promotion. The four Ps, often referred

to as the marketing mix

17. Product- name, design and packaging of the good/s.

18. Price- cost of the good and if volume or seasonal discounts will be offered.

19. Place- decisions outline where the product will be sold and how it will be

delivered to the market

20. Promotion- involves advertising, public relations and promotional strategy.


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CHAPTER 4 PROBLEM STATEMENT AND OBJECTIVES

Statement of the Problem:

What is the store atmospheres influence on consumer behavior in the

grocery and the public market?

Objectives:

1. To determine the different 4ps that influences consumers to purchase in the

grocery and public market.

2. To determine the pleasure states of consumers in the grocery and public market.

3. To determine the arousal states of consumers in the grocery and public market.

4. To determine the dominance states of consumers in the grocery and public

market.

5. To determine custome rs approach or avoid responses in the grocery and public

market.

6. To determine the relationship between the different 4ps that influences

consumers to purchase and the pleasure states of consumers in the grocery and

public market.

7. To determine the relationsh ip between the different 4ps that influences

consumers to purchase and the arousal states of consumers in the grocery and

public market.


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CHAPTER 5 METHODOLOGY

The general population for this study will be involving thirty (30) participants

which consists of consumers that visits both a grocery store and a public market withinMetro Manila. The researchers chose these respondents because it is within the

researchers capabilities and at the same time they are aware and knowledgeable about

both a grocery store and a public market.

These participants will be personally contacted by the researchers using the mall

intercept method. The researchers will stop, screen for appropriateness, and administer

the survey for every fifth person that entered a specific grocery and public market. This

proposed study shall be utilizing this approach and the measure of this approach in

asking the respondents questions from the survey. The information which will be

gathered and tallied are to be treated with anonymity and utmost confidentiality and will

be used for research purposes only.

In partial fulfillment for the researchers to determine the answers to the research

problem, the researchers will prepare a survey questionnaire which will be given to the

intended respondents. The survey questionnaire consists of thirty-two (32) questionsthat would be relevant in answering the research problem and objectives. The

researchers will then examine thoroughly the content of the survey questionnaire to find

out the reliability of the instrument and would make the necessary recommendations.

The research will ask the target respondents first of they want to take part of the

study. After receiving an approval, the researchers will seek the cooperation of the

respondents and request them to answer the survey questionnaire. Finally, the

researchers will interpret, analyze, and present the data using tables, graphs, and

charts with textual description and interpretation of the data.


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CHAPTER 6 DATA PRESENTATION AND ANALYSIS

Graphs of the survey results:

OBJECTIVE #1: To det ermine the different 4ps that influences consumers to purchase

in the grocery and public market.

1.) What makes you shop in a grocery store?

With the data gathered, majority of the respondents shop in a grocery

store because of its clean environment. Best products offered is another

top reason why they shop in a grocery store. The third top reason is that

there is an orderly arrangement of products in a grocery store.

0 5 10 15 20 25

Others

Customer Service

Regular Preffered Vendor

Discounts and Promos

Affordable Products

Early Opening Time

Location

Physical Appearance of the Store

Ventilation

Clean Environment

Best Products Offered

Orderly Arrangement of Products


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2.) What makes you shop in a public market?

Majority of the respondents shop in a public market because the

products are affordable. The other top answers include the location, their

regular preferred vendor and the early opening time of the public market.

0 5 10 15 20 25

Others

Customer ServiceRegular Preffered Vendor

Discounts and Promos

Affordable Products

Early Opening Time

Location

Physical Appearance of the Store

Ventilation

Clean Environment

Best Products Offered

Orderly Arrangement of Products


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OBJECTIVE #2: To determine the pleasure states of consumers in the grocery and

public market.

3.) With the arrangement of products and products being offered,

how satisfied are you while shopping in a grocery store?

47% percent of the respondents answered that they are satisfied with

the arrangement of products and products being offered in a grocery store.

The second top answer is that they are somewhat satisfied. Only 3% of the

respondents answered that they are not satisfied.

43%

47%

3%7%

Satisfied

Somewhat Satisfied

Neutral

Somewhat Unsatisfied

Unsatisfied


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4.) With the environment, ventilation, physical appearance of the

store, location, and opening/closing time, how satisfied are you

while shopping in a grocery store?

With the environment, ventilation, physical appearance of the grocery

store, its location, and its opening/closing time, 47% of the respondents

answered that they are satisfied. In contrast, only 3% were unsatisfied.

47%

33%

17%

3%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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5.) With the prices of the products/goods, how satisfied are you


33% of the respondents answered that they are satisfied with the prices

of the products/goods in a grocery store. 3% answered that they areunsatisfied.

33%

30%

27%

7%3%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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6.) With the discounts and promos, vendors, and customer service,

how satisfied are you while shopping in a grocery store?

50% of the respondents answered that they are somewhat satisfied

with the discounts and promos, vendors, and customer services in a

grocery store. 7% were somewhat unsatisfied.

33%

50%

10%

7%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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how satisfied are you while shopping in a public market?

With the arrangement of products and products being offered in a

public market, 40% of the respondents were neutral. Only 7% were

unsatisfied.

10%

16%

40%

27%

7%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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store, location, and opening/closing time, how satisfied are you

while shopping in a public market?

37% of the respondents were satisfied with the environment,

ventilation, physical appearance of the store, location, and opening/closing

time in a public market. 7% were somewhat unsatisfied.

10%

7%

33%37%

13%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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10.) With the prices of the products/goods, how satisfied are you


40% of the respondents were somewhat satisfied with the prices of the

products/goods in a public market. Only 3% were unsatisfied.

23%

40%

27%

7%3%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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11.) With the discounts and promos, vendors, and customer

service, how satisfied are you while shopping in a public

market?

33% of the respondents were neutral with the discounts and promos,vendors, and customer service in a public market. 10% answered they are

satisfied. Similarly, 10% were unsatisfied.

10%

23%

33%

23%

10%

Satisfied

Somewhat Satisfied

Neutral


Unsatisfied


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OBJECTIVE #3: To determine the arousal states of consumers in the grocery and

public market.


how excited do you feel while shopping in a grocery store?

40% of the respondents were somewhat satisfied with the

arrangement of products and products being offered in a grocery store. 7%

were somewhat not excited.

30%

40%

23%

7%

Excited

Somewhat Excited

Neutral

Somewhat Not Excited

Not Excited


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store, location, and opening/closing time, how excited do you

feel while shopping in a grocery store?

40% of the respondents were excited shopping in a grocery store with

its environment, ventilation, physical appearance of the store, location, and

opening/closing time. 27% were neutral.

40%

33%

27%Excited

Somewhat Excited

Neutral


Not Excited


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15.) With the prices of the products/goods, how excited do you feel


30% of the respondents were excited shopping in a grocery store with

the prices of the products/goods. 30% were somewhat excited. 13% were

somewhat unexcited.

30%

30%

27%

13%

Excited

Somewhat Excited

Neutral


Not Excited


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service, how excited do you feel while shopping in a grocery

store?

With the discounts and promos, vendors, and customer service, 57%

were somewhat excited shopping in a grocery store. 6% were somewhat

unexcited. 17 57 20 6

17%

57%

20%

6%

Excited

Somewhat Excited

Neutral


Not Excited


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how excited do you feel while shopping in a public market?

40% of the respondents were somewhat not excited shopping in a

public market with the arrangement of products and products being offered.

13% were excited and also 13% were neutral.

0%

30%

13%44%

13%

Excited

Somewhat Excited

Neutral


Not Excited


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store, location, and opening/closing time, how excited do you

feel while shopping in a public market?

40% of the respondents were somewhat not excited shopping in a

public market with its environment, ventilation, physical appearance of the

store, location, and opening/closing time. Only 3% were excited.

3%

23%

17%40%

17%

Excited

Somewhat Excited

Neutral


Not Excited


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20.) With the prices of the products/goods, how excited do you feel


33% of the respondents were neutrally excited shopping in a public

market with the prices of the products/goods. 7% were not excited and also

7% were somewhat not excited.

23%

30%

33%

7%7%

Excited

Somewhat Excited

Neutral


Not Excited


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service, how excited do you feel while shopping in a public

market?

33% of the respondents were somewhat excited shopping in a publicmarket with the discounts and promos, vendors, and customer service.

10%

33%

27%

13%

17%

Excited

Somewhat Excited

Neutral


Not Excited


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OBJECTIVE #4: To determine the dominance states of consumers in the grocery and

public market.


do you take your time while shopping in a grocery store?

44% of the respondents often take time while shopping in a grocery

store with the arrangement of products and products being offered. 3%

rarely take their time shopping.

40%

44%

13%

3%

Always

Often

Sometimes

Rarely

Never


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store, location, and opening/closing time, do you take your time


47% of the respondents always take their time shopping in a grocery

store with its environment, ventilation, physical appearance of the store,

location, and opening/closing time. 47% answered often and 23%

answered sometimes.

47%

30%

23%

Always

Often

Sometimes

Rarely

Never


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25.) With the prices of the products/goods, do you take your time


44% of the respondents always take their time shopping in a grocery

store with the prices of the products/goods. Only 3% rarely do.

44%

30%

23%

3%

Always

Often

Sometimes

Rarely

Never


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service, do you take your time while shopping in a grocery

store?

43% of the respondents always take time shopping in a grocery store

with the discounts and promos, vendors, and customer service. 3% rarely

do.

43%

37%

17%

3%

Always

Often

Sometimes

Rarely

Never


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do you take your time while shopping in a public market?

40% of the respondents sometimes take their time shopping in a

public market with the arrangement of products and products being offered.

10% of the respondents never do.

0%

17%

40%

33%

10%

Always

Often

Sometimes

Rarely

Never


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store, location, and opening/closing time, do you take your time


33% of the respondents sometimes take time shopping in a public

market with the environment, ventilation, physical appearance of the store,

location, and opening/closing time. 7% always do.

7%

13%

33%

30%

17%

Always

Often

Sometimes

Rarely

Never


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30.) With the prices of the products/goods, do you take your time


33% of the respondents often take their time shopping in a public

market with the prices of the products/goods. 7% never take their timeshopping in a public market.

20%

33%20%

20%

7%

Always

Often

Sometimes

Rarely

Never


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OBJECTIVE #5: To determine customers approach or avoid responses in the grocery

and public market.

7.) Given your answers, what are the things that you would most

likely do while shopping in a grocery store?

Majority of the respondents tend to stay longer while shopping in a

grocery store. Other top answers include I dont stay too long and I think

about planning for my next visit to the grocery store.

0 5 10 15 20 25

Others

I do not think of returning to the grocery store

I think about planning for my next visit to thegrocery store

I dont stay too long

I tend to stay longer while shopping


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likely do while shopping in a public market?

Majority of the respondents dont stay too long while shopping in apublic market. Other top answers include I do not think of returning to the

store again and I think about planning for my next visit to the store.

0 5 10 15 20 25 30

Others

I do not think of returning to the grocery store

I think about planning for my next visit to thegrocery store

I dont stay too long

I tend to stay longer while shopping


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Majority of the respondents purchase only what they had planned to

buy in a public market. Other top answers include I purchase less thanwhat I had planned to buy and I purchase other tan what I had planned to

buy.

0 5 10 15 20 25

Others

I dont purchase anything at all

I purchase less than what I had planned to buy

I purchase more than what I had planned to buy

I purchase other than what I had planned to buy

I dont purchase what I planned to buy

I purchase only what I had planned to buy


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likely do while shopping in a grocery store?

Majority of the respondents explore other stalls/shelves/products

while shopping in a grocery store. Other top answers include I roam aroundfreely I the store and I avail of promos/memberships/discounts.

0 10 20 30

Others

I dont roam around freely in the store

I roam around freely in the store

I dont avail of promos/memberships/discounts

I avail of promos/memberships/discounts

I dont explore other stalls/shelves/products

I explore other stalls/shelves/products


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Two top answers include I dont explore other stalls/ shelves/products and I dont roam around fre ely in the store.

0 5 10 15 20

I dont roam around freely in the store

I roam around freely in the store

I dont avail of promos/memberships/discounts

I avail of promos/memberships/discounts

I dont explore other stalls/shelves/products

I explore other stalls/shelves/products


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ANALYSIS

The theory on Mehrabian-Russel Model and Atmospheric Effects proves truewith our study when results from the survey are substituted to the conceptual frameworkthat were based on the said theories.

-This shows that consumers have high emotional states while inside thegrocery store than when they are shopping in the public market. With aconsumers 77.75% pleasure state, there is a tendency that leads to a 0.72approach response in a grocery store. While a 52.08% pleasure state of aconsumer in a public market results in a 0.1 avoid response. Same analysisfollows with the Arousal and Dominance states.

Approach and Avoid results in a 0.0 -1.0 with 1.0 being the perfect

behavioral a roach res onse.


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CHAPTER 7 CONCLUSIONS

With the analysis of the data proving the theories to be true and the use ofMultiple Regression resulting in a 0.2993 Positive linear Relationship with thevariables of the whole model, we conclude that the different 4ps in a Grocery andPublic Market affects the Emotional States of customers and in turn affects theirBehavioral responses while shopping.

CHAPTER 8 RECOMMENDATIONS

A. CONCEPTUAL FRAMEWORK

-The researchers would recommend for the revision of the Conceptual

Framework. A revision highlighting the effects of the 4ps with regards to the

emotional states of consumers and public market.

-The framework below shows the suggested revision.

Emotionalstates that best

influencescostumers

Stimuli that

influencesemotional states




Grocery

Public Market

Grocery

Public Market

Grocery

Public Market

Approach

Avoid

PRODUCT

PRICE

PLACE

PROMOTION


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B. INSTRUMENT- The researches would recommend assigning numerical values to text choices

in some survey questions. This is for the purposes of tallying and soling usingstatistical tools in finding significant relationship among the variables.

CHAPTER 9 BIBLIOGRAPHY

Numainville, B. (2012). Grocery Shopping: Pleasure or Pain? Retrieved from

http://www.retailfeedback.com/blog/item/7-grocery-shopping-pleasure-or-pain

McKeever, E. (2008). The Importance of a Retail Stores Design and Atmosphere.Retrieved from http://www.insidebusiness360.com/index.php/the-importance-of-

a-retail stores-design-and-atmosphere-4-24793/

Buckley, P. (1987). The Internal Atmosphere of a Retail Store. Retrieved from

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774

Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour. Retrieved

from http://unipub.lib.uni-corvinus.hu/669/1/CMT_2012-1.pdf

Donovan, R. J., & Rossiter, J. R. (1982). Environmental Psychology Model. Retrieved

from http://www.researchgate.net/publication/228843683_The_effect_of_atmosp

here_on_customer_perceptions_and_customer_behavior_responses_in_chain_s

tore_supermarkets

Gilboa, S. & Rafaeli, A.. (nd). The Mehrabain & Russell Model. Retrieved from:

http://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdf

J. Peter, P., Olson, J. (2010). A Model of Store Atmosphere Effects. Consumer

Behaviour & Marketing Strategy (p.464). New York, NY: McGraw-Hill Irwin.
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774http://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdfhttp://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdfhttp://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdfhttp://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774


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W. Billings (1990). Effects of Store Atmosphere on Shopping Behavior. (p.5)

W. Billings (1990). Effects of Store Atmosphere on Shopping Behavior. (p.18)

APPENDIX

A. Table of Analysis

LEVEL 2 OBJECTIVE QUESTIONS IN

QUESTIONNAIRE

DATA TYPE DATA

ANALYSIS

RESULT

To determine the

tionship between theerent 4ps that influencessumers to purchase andpleasure states ofsumers in the grocerypublic market.

Grocery

1, 3, 4, 5, 6

Public Market

2, 8, 9, 10, 11

Nominal Multiple

Regression

Correlation

0.17477 (Positive Line

Relationship-Weak)

Correlation


Relationship-Weak)

To determine thetionship between theerent 4ps that influencessumers to purchase andarousal states ofsumers in the grocerypublic market.

Grocery

1, 13, 14, 15, 16Public Market

2, 18, 19, 20, 21

Nominal Multiple

Regression

Correlation

0.17365 (Positive LineRelationship-Weak)

Correlation


Relationship-Weak)

To determine thetionship between the

erent 4ps that influencessumers to purchase anddominance states ofsumers in the grocerypublic market.

Grocery

1, 23, 24, 25, 26

Publc Market

2, 28, 29, 30,31

Nominal Multiple

Regression

Correlation

-0.28219 (Negative Line

Relationship-Weak)

Correlation


Relationship-Weak)


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Substitute Variables

Gives us the Value of R= 0.2339

Interpretation:

The variables in the whole Model used are positively related with one another.

((-0.11) 2+ (0.184) 2) (2(-0.11) (0.184)(0.49))

1-(0.49)2


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B. Results/Tally

1. What makes you shop in a grocery store?

VINCE ADRIAN CALEB TOTALOrderly arrangement of products II IIIIIIII IIIIIII 17Best products offered IIIII IIIIIIIII IIIIII 20Clean environment IIIIIII IIIIIIIIII IIIII 22Ventilation III IIIIII IIIII 14Physical appearance of the store IIIII III III 11Location IIIIIIII IIII II 14Early Opening Time I 1 Affordable Products IIIIII I II 9Discounts and Promos

IIIII I III 9Regular Preferred Vendor ( SukingTindahan) I 1Customer Service IIIIIII I 8Others I 1

2. What makes you shop in a public market?

Orderly arrangement of products II I 3Best products offered III I II 6Clean environment II III 5Ventilation I I 2Physical appearance of the store II I 2Location IIIII IIIIIII IIII 16Early Opening Time IIIII IIIIIIII II 15 Affordable Products IIIIII IIIIIIIIII IIIIII 22Discounts and Promos IIIII I 6Regular Preferred Vendor ( SukingTindahan) III IIIIII IIIIIII 16Customer Service 0Others I I 2


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3. With the arrangement of products and products being offered, how

satisfied are you while shopping in a grocery store?

1 02 II 23 I 14 IIIIIII III IIII 145 II IIIIIII IIII 13

4. With the environment, ventilation, physical appearance of the store,

location, and opening/closing time, how satisfied are you while

shopping in a grocery store?

1 02 I 13 II III 54 IIII IIII II 105 IIII IIIIII IIII 14

5. With the prices of the products/goods, how satisfied are you while


1 I 12 II 23 II IIIIII 84 III III III 95 IIIII I IIII 10

6. With the discounts and promos, vendors, and customer service, how

satisfied are you while shopping in a grocery store?

1 02 II 23 I II 34 III IIIIII IIIIII 155 IIIIII II II 10


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7. Given your answers, what are things that you would most likely do


I tend to stay longer while shopping IIIII IIIIIIIII IIIIIIII 22I dont stay too long IIIIII I II 9I think about planning for my next visitto the grocery store IIIIIII I 8I do not think of returning to thegrocery store 0Others: _____________ 0


satisfied are you while shopping in a public market?

1 II 22 I III IIII 83 II IIIIII IIII 124 III I I 55 II I 3


location, and opening/closing time, how satisfied are you while

shopping in a public market?

1 II I I 42 IIII IIIIII I 113 I III IIIIII 104 II 25 III 3


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10. With the prices of the products/goods, how satisfied are you while


1 I 12 II 23 III I IIII 84 III IIIIII III 125 III III I 7


satisfied are you while shopping in a public market?

1 II I 32

II III II 73 IIII III III 104 III I III 75 I I I 3



I tend to stay longer while

shoppingI 1

I dont stay too long IIIIIIII IIIIIIIIII IIIIIIII 25I think about planning for my nextvisit to the grocery store II 2I do not think of returning to thegrocery store I III I 5Others: _____________ I 1


excited do you feel while shopping in a grocery store?

1 02 I I 23 IIIII II 74 II IIIIII IIII 125 II IIII III 9


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location, and opening/closing time, how excited do you feel while


1 02 03 IIIIII II 84 I IIIII IIII 105 III IIIII IIII 12

15. With the prices of the products/goods, how excited do you feel whileshopping in a grocery store?

1 02 II I I 43 IIII III I 84 II IIIII II 95 II I IIIIII 9


excited do you feel while shopping in a grocery store?

1 02 I I 23 III I II 64 IIII IIIIIIII IIIII 175

II I II 5


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I purchase only what I planned tobuy IIIIIII IIIIII IIII 17 I dont purchase what I planned to buy

0 I purchase other than what Iplanned to buy IIIIIII II II 11 I purchase more than what I hadplanned to buy II IIII IIIIII 12 I purchase less than what I hadplanned to buy 0 I dont purchase anything at all 0 Others: _____________ 0

18. With the arrangement of products and products being offered, howexcited do you feel while shopping in a public market?

1 III I 42 I IIIIIIIIII II 133 II II 44 IIII IIIII 95 0


location, and opening/closing time, how excited do you feel while


1 III I I 52 I IIIIIIIII II 123

III II 54 II IIIII 75 I 1

20. With the prices of the products/goods, how excited do you feel while



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1 I I 22 I I 23 IIII III III 104 II IIII III 95 III II II 7


excited do you feel while shopping in a public market?

1 II II I 52 I III 43 IIII III I 84

II I IIIIIII 105 I I I 3



I purchase only what I planned to buy IIIIIII IIIIII IIIIIIIII 22 I dont purchase what I planned to buy I 1 I purchase other than what I planned to buy IIII I 5 I purchase more than what I had planned tobuy I 1 I purchase less than what I had planned tobuy II III II 7 I dont purchase anything at all 0 Others: _____________ I 1

23. With the arrangement of products and products being offered, do

you take your time while shopping in a grocery store?

1 02 I 13 III I 44 IIIII IIIII III 135 II IIIII IIIII 12


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location, and opening/closing time, do you take your time while


1

02 03 IIII III 74 III IIII II 95 III IIIIII IIIII 14

25. With the prices of the products/goods, do you take your time while


1 02 I 13 IIII II I 74 I IIIIII II 95 IIIII I IIIIII 12

26. With the discounts and promos, vendors, and customer service, do

you take your time while shopping in a grocery store?

1 02 I 13 IIII I 54 I IIIII IIIII 115 IIII IIII IIIII 13


while shopping in a grocery store? I explore other stalls/shelves/products IIIIIIIIII IIIIIIII IIIIIII 25 I dont explore otherstalls/shelves/ products II 2 I avail ofpromos/memberships/discounts II IIIII IIII 11


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I dont avail ofpromos/memberships/discounts III 3 I roam around freely in thestore I IIIIIIIIII IIIII 16 I dont roam around freely in the store

0 Others: _____________ 0

28. With the arrangement of products and products being offered, do

you take your time while shopping in a public market?

1 II I 32 II IIIIII II 103 IIII IIII IIII 124 II III 55

0


location, and opening/closing time, do you take your time while


1 II II I 5

2 II IIIII II 93 II III IIIII 104 III I 45 I I 2

30. With the prices of the products/goods, do you take your time while


1 I I 22 I II III 63 IIII I I 64 III III IIII 105 I IIII I 6


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31. With the discounts and promos, vendors, and customer service, do

you take your time while shopping in a public market?

1 I II II 52 I IIIII I 73 III II I 64 IIII I IIIII 105 I I 2



I explore other stalls/shelves/products IIII III III 10 I dont explore other stalls/shelves/products IIII IIIIII IIIII 15 I avail of promos/memberships/discounts II I 3 I dont avail ofpromos/memberships/ discounts IIIIIIIII I 10 I roam around freely in the store II I 3 I dont roam around freely in thestore I IIIIIIIIII IIII 15 Others: _____________ 0


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C. Survey Questionnaire


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absolutely final marcu1 paper

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