cathy dissertation.doc

Catherine Saade (2310206)

BSc (Hons) Management with Computing, Regent Ghana

ASSESSING THE USE OF ATMOSPHERICS IN AUTOMOBILE SHOWROOMS IN ACCRA - GHANA

A Dissertation submitted to School of Arts and Social Sciences, Regent University College of Science and Technology in Partial Fulfillment of the requirements for the Bachelor of Science degree in Management with Computing

2010

Catherine Saade July 2010


BSc (Hons) Management with Computing, Regent Ghana

ASSESSING THE USE OF ATMOSPHERICS IN

AUTOMOBILE SHOWROOMS IN ACCRA - GHANA

A Dissertation

Submitted to School of Arts and Social Sciences,

Regent University College of Science and Technology

In Partial Fulfilment of the Requirements for the

Bachelor of Science degree in Management with Computing


July 2010


BSc (Hons) Management with Computing, Regent Ghana i

ABSTRACT

In an attempt to broaden our appreciation for the impact of the physical environments on

the consumer in the automobile showroom, this dissertation examined the atmospheric

elements of colour, lighting, layout, odour, music and temperature that constitute the

physical environment of a showroom.

The purpose of this study is to extend the perceptions of customers about the atmospherics

of the marketplace done in the service industry, to automobile showrooms in Ghana. In

order to achieve this objective, the question was posed in relation to the extent to which

automobile companies in Ghana use atmospherics to communicate a welcoming

environment for their customers and visitors in their showrooms.

The research employed descriptive statistics to manage the data and also introduced focus

group methodology. This method involves group interaction, thus participants are

encouraged to talk to one another by asking questions, exchanging suggestions and making

comments on each other‟s point of view. The researcher used content analysis to analyse

the recorded interviews and discussions. The sampling frame consisted of a list of six

showrooms namely, Rana Motors, Honda, Mechanical Lloyd, Toyota, PHC Motors and

Japan Motors.

The result of this study indicates that the showrooms investigated had atmospherics

elements relating to visual and tactile sensory factors. It was also observed that the layout

element was the most frequently used; followed by colour, temperature and lighting. Odour

and music were not used. The study concludes that the amount of time spent in the


BSc (Hons) Management with Computing, Regent Ghana ii

showroom and the sensory experience of the customer or visitor can be associated with the

presence of atmospherics in the showroom.

This dissertation suggests to the automobile companies studied, that the use of

atmospherics a marketing technique or tool can support the establishment a competitive

market positioning in the automobile industry.


BSc (Hons) Management with Computing, Regent Ghana iii

DECLARATIONS

I, CATHERINE SAADE, do hereby declare that, with the exception of references made to

specific texts or ideas which have been duly acknowledge, this dissertation, Assessing the

Use of Atmospherics in the Automobile Showrooms in Accra, Ghana, is exclusively the

outcome of my own initiative and effort. This work was carried out under the supervision

of Dr. Charles Owiredu, a member of faculty.

Furthermore, this dissertation has neither been presented in whole nor in part to any other

institution for the award of any degree.

................................................................ .................................................................

CATHERINE SAADE CHARLES OWIREDU (PhD)

(CANDIDATE) (SUPERVISOR)

DATE.......................................... DATE..........................................

Copyright © 2010 Catherine Saade

The copyright of this thesis rests with the author. No part from it should be published

without her prior written consent, and information derived from it should be acknowledged.


BSc (Hons) Management with Computing, Regent Ghana iv

ACKNOWLEDGEMENTS

In bringing these months of research to an end, I owe a special debt of gratitude for the

unfailing support of many people, only a few of whom I can mention here. First of all, I am

greatly indebted to my supervisor Dr. Charles Owiredu who provided timely assistance and

insightful advice. His extraordinary constant support and encouragement throughout the

development of this dissertation have made possible its successful completion.

Secondly, I would like to thank Professor Paul Sergius Koku, a visiting professor from

Florida Atlantic University for providing excellent guidance in the selection of my topic

and whose course in Research Methodology has helped me every step along the way. His

selfless support seems to have no limit.

I would like to express my deepest thanks to my father, Mr. George Saade. The difficulty

of completing my studies in this University on time was considerably eased by his generous

encouragement and awesome interest. Daddy, you have made all this possible, God Bless

you. Also, thanks to my wonderful family for their continual support and encouragement.

Finally, I extend my warmest gratitude to Mr. Chris Aviah-Gyebi for kindly reading

through the dissertation with careful and capable eye for typographical errors.

I dedicate this work to my beloved children. May God bless them all.

Catherine Saade,

July, 2010


BSc (Hons) Management with Computing, Regent Ghana v

TABLE OF CONTENTS

ABSTRACT.............................................................................................................................................. i

DECLARATIONS ................................................................................................................................... iii

ACKNOWLEDGEMENTS ....................................................................................................................... iv

TABLE OF CONTENTS ........................................................................................................................... v

LIST OF TABLES ................................................................................................................................... vii

LIST OF FIGURES ................................................................................................................................ viii

Chapter 1 .............................................................................................................................................1

INTRODUCTION ....................................................................................................................................1

1.1. Automobile Atmospherics ...................................................................................................3

1.2. Objective of the Study .........................................................................................................5

1.3. Problem Statement ..............................................................................................................5

1.4. Purpose of study ..................................................................................................................6

1.5. Research Questions .............................................................................................................7

1.6. Research Implications / Limitations .....................................................................................7

1.6.1. Context .................................................................................................................................8

1.6.2. Time Factor ..........................................................................................................................8

1.7. The Structure of the Thesis ..................................................................................................9

Chapter 2 .......................................................................................................................................... 10

LITERATURE REVIEW ......................................................................................................................... 10

2.1. Introduction ...................................................................................................................... 10

2.2. Environmental Psychology ................................................................................................ 10

2.3. Atmospheric Elements and Hypothesis ............................................................................ 12

2.3.1. Introduction ...................................................................................................................... 12

2.3.2. Olfactory and Auditory ..................................................................................................... 13

2.3.3. Visual ................................................................................................................................. 16

2.3.4. Tactile ................................................................................................................................ 18

2.3.5. Social factors ..................................................................................................................... 18

2.3.6. Summary ........................................................................................................................... 19

2.4. Summary of Review .......................................................................................................... 20


BSc (Hons) Management with Computing, Regent Ghana vi

2.5. Hypothesis ........................................................................................................................ 21

2.6. Conceptual Framework ..................................................................................................... 21

Chapter 3 .......................................................................................................................................... 23

METHODOLOGY ................................................................................................................................ 23

3.1. Introduction ...................................................................................................................... 23

3.2. Types of Research ............................................................................................................. 23

3.2.1. Descriptive Research ......................................................................................................... 24

3.2.2. Analytical/Explanatory Research ...................................................................................... 24

3.2.3. Descriptive statistics ......................................................................................................... 25

3.3. Qualitative Research Procedure and Focus Groups ......................................................... 25

3.4. Sample Selection and Data Collection Processes ............................................................. 26

3.4.1. Profile of Showrooms ....................................................................................................... 26

3.4.2. Observations ..................................................................................................................... 27

3.4.3. Conversations and Interviews ........................................................................................... 28

3.5. Data Analysis Techniques ................................................................................................. 29

Chapter 4 .......................................................................................................................................... 33

RESULTS ............................................................................................................................................ 33

4.1. Interpreting Results .......................................................................................................... 33

4.2. Hypothesis Test ................................................................................................................. 38

Chapter 5 .......................................................................................................................................... 41

CONCLUSION AND RECOMMENDATION .......................................................................................... 41

5.1. Conclusion ......................................................................................................................... 41

5.2. Implications for Theory and Practice ................................................................................ 42

5.3. Recommendation.............................................................................................................. 45

5.4. Further Research Direction ............................................................................................... 46

Reference .......................................................................................................................................... 47

Appendix I ......................................................................................................................................... 50

Appendix II ........................................................................................................................................ 51


BSc (Hons) Management with Computing, Regent Ghana vii

LIST OF TABLES

Table 1. Frequency of Usage of the various Atmospheric Elements ................................................ 31

Table 2. Appearance of Atmospheric Elements (AEs) ..................................................................... 32

Table 3. Reference to Atmospheric Elements by Respondents in Automobile Showrooms ............ 34

Table 4. Distribution of Atmospheric elements (by senses) over Automobile showroom ............... 36


BSc (Hons) Management with Computing, Regent Ghana viii

LIST OF FIGURES

Figure 1. Model of Influence from the Showroom Environment to Customers ............................... 21

Figure 2. A Bar Chart of Appearance of Atmospheric Elements ..................................................... 32

Figure 3. A Bar Chart of Reference to Atmospheric Elements by Respondents .............................. 35

Figure 4. A Pie Chart of Reference to Atmospheric Elements by Respondents ............................... 36

Figure 5. A Bar Chart Distribution of Atmospheric elements (by senses) ....................................... 37

Figure 6. A Pie Chart Distribution of Atmospheric elements (by senses) ........................................ 38


BSc (Hons) Management with Computing, Regent Ghana 1

Chapter 1

INTRODUCTION

The “atmosphere” of commercial spaces plays a significant role in sales management.

(Quartier and Cleempoel 2008). However, the notion of the influence of the retail

environment on consumers via the use of atmospherics is relatively new in the study of

retail design. For some time now, commercial spaces have concentrated on products,

services and salesmen.

Kotler (1973) defines atmospherics as the intentional control and structuring of

environmental cues. He refers to a five - dimensional experience, which he bases on our

five senses. To him the concept of atmosphere in relation to a store is the effort to design

buying environments to produce specific emotional effects in the buyer. In other words,

atmospherics represent aspects of environmental design that are understood to influence

consumer behavior by creating attention to actual or potential customers and by stimulating

affective responses.

Atmospherics comprise both tangible elements (the building, carpeting, fixtures, point of

purchase and decorations) and intangible elements (Colours, music, temperature, scents)

that comprise service experiences (Turley 2002). Bitner (1992) observes that atmospherics

can impact both employee and consumer behaviours and the degree to which a service

transaction is successfully conducted.

Atmospherics are growing in importance. Kottasz (2006) has noted that this is because

they provide pulling power for visitors who otherwise may not visit a particular venue (p.



97). Connecting with customers who visit showrooms is essential to the success of the

automobile business. The physical characteristics and surrounding of the showroom

contributes to these connectors. Atmospherics is a term used in describing the art of

creating sensual appeal to attract customers (Mitchell 2008). In enhancing shopping

behavior that is complimentary to retail, the combination of all of the physical and non-

physical elements in this study of a showroom is understood as retail atmospherics (Eroglu

and Machleit 1993). For example, the manipulation of elements such as colour, lighting,

sound, scents, fixtures and design within the showroom is meant to influence the

purchasing habits of customers.

Atmospherics can be used in changing the buying behavior of customers. The use of

atmospherics relates with the concept of sensory marketing which refers to the five senses,

namely, visual (sight), auditory (hearing), olfactory (smell), tactile (touch) and gustative

(taste). Changes in the sensory essentials of a store and floor plan design can produce

positive feelings that will attract potential buyers further into the store and increase the

shop time of customers. For example, when the weather outside is warm, a store‟s

atmospherics may make a customer feel comfortable in an air-conditioned environment

within, thereby developing a lingering and profitable shopping experience for customers.

Thus the changes to the environment of a showroom will influence the customers mood or

feeling for the products display in the showroom. People may not shop only because they

may need what they purchase but also because it may be a way of improving moods

(Mano, 1999). It is generally accepted that the use of atmospherics encourages shoppers to

buy more and return to the store more often (Mitchell 2008). In discussing the important

role atmospherics can play in maximizing a store‟s potential, researchers focused their



study on specific atmospheric elements like, color (Khouw 2006, Valdez and Mehrabian

1994), lighting on shopping behavior (Summer and Herbert 1999) or music (Kellaris and

Kent 1992, Milliman 1982).

Turley (2002), observes that most atmospheric-related research appear to have been done in

a retailing of goods context. However, to date, theoretical or empirical research

investigating the impact of atmospherics as they relate to customers and visitors in an

automobile showroom is nonexistent. In Ghana, though automobile companies continually

design, build and change both the interior and exterior of their physical environments in an

attempt to control their influence on visitors and users, the managers do not really know the

significance of atmospherics and the impact of the change of atmospherics elements on the

users or visitors.

The major goal of every retailer must be to influence the purchasing potential of target

customers. One way by which this can be achieved is through the provision of ideal

atmospherics in stores.

Atmospherics have a lot to do about the environment within which business operates and

how customers behave in business environments. Environmental psychology refers to the

use of atmospherics to create environments and its influence on the behaviour of

individuals (Mehrabian and Russel 1974).

1.1. Automobile Atmospherics

The ultimate desire of an automobile company is to make customers enjoy the whole

process of shopping for a new car. Visitors in the showroom must feel welcome to spend

as long as they desire to make their purchasing decision. This research undertook an audit



of six car dealerships from in Accra to investigate how they use atmospherics in their

showrooms.

Automobile showroom atmospherics describes the micro level design of showroom

common areas so as to create desired emotional effect on showroom workers and visitors.

In other words, showroom atmospherics involves the manipulation of showroom

environments to create specific emotional effects in those who find themselves in the

showroom, thus making the showroom experience enjoyable in order to secure continued

visit to the showroom by customers. The study of showroom atmospherics is an important

development for the retail marketing in the automobile industry and influencing how

visitors see showroom services, cars and other vehicles, buildings, systems and their place

in customer satisfaction.

In the context of this study, atmospheric variables include sight, sound, scent and the

general feel of the interior design of the showroom. The interior variables within shop

interiors have an individual effect on the consumer (Quartier and Cleempoel 2008). Interior

atmospheric variables within the structure of the showroom include colour schemes,

ventilation, lighting, acoustics, electronic support, upholstery and shelving fixtures. These

variables undoubtedly dictated the need for a varied interior design in order to ensure a

productive atmosphere for visitors. A typical example is the use of lighting. Computer

screens also affect issues of lighting within the showroom. Visitors are beginning to gather

more information on the business of the sale of cars contained “onscreen”. The display of

an automobile company‟s website and the navigation on touch-screen in the showroom

impact the amount of time spent in the showroom.



1.2. Objective of the Study

The objective of the study is to investigate customer‟s/visitor‟s impression about

atmospherics in automobile showrooms and determine whether the atmospherics have any

influence on the length of time spent in the showroom.

1.3. Problem Statement

Atmospheric elements are important marketing tools needed in the packaging of cars for

sale in the automobile showroom environment. There is the need for an investigation of the

automobile showrooms in Accra, Ghana, in order to find out what atmospheric elements

each showroom features.

Atmospherics when properly used can make customers stay longer and desire to stay longer

in the showrooms. In this regard automobile companies interested in retaining their

customers need to understand the influence of atmospherics on customers‟ perceptions and

behaviours in retail space. Atmospherics may be identified as a source of comfort and

relaxation for many customers (Gifford 1988). But while automobile companies may have

various elements of atmospherics in their showrooms, only those who know and believe

that its effective use provide a competitive advantage seem likely to use atmospherics to

communicate the welcoming environment to their customers and visitors. It is likely that

automobile showrooms in Ghana can be among the numerous organizations that use

atmospherics in retaining their customers. Yet it is also possible that not all automobile

showrooms consciously engage the same level of usage of atmospherics. Again, it is

possible that, in the case of automobile companies in Ghana, there is no association

between the use of atmospherics in the showroom and the length of time spent in a



showroom as well as the mood of the customer/visitor. To test this premise we shall raise

the following research problem:

To what extent do automobile companies in Ghana use atmospherics to

communicate a welcoming environment for their customers and visitors in their

showrooms?

Thus in order to achieve the objective of this study the researcher stated some research

questions as to:

The nature of atmospherics of six automobile showrooms in Accra, Ghana, – what

atmospheric elements can visitors/customers identify in the various showrooms?

Whether the atmospherics in the showroom have any impact on their senses/mood

and the length of time spent in the showroom?

How these showrooms differ in their use of atmospherics in making their visitors

stay longer and desire to return to the showrooms?

1.4. Purpose of study

The purpose of this study is to extend the perceptions of customers about the atmospherics

of the marketplace extensively done in the service industry, to automobile showrooms in

Accra, Ghana. This study is conducted to increase readers understanding and appreciation

of the place of atmospherics in automobile showrooms in Accra, Ghana. In an attempt to

broaden our understanding of and appreciation for the impact of the physical environments

on the consumer in the automobile showroom, this dissertation examined the atmospheric

elements of colour, lighting, layout, odour, music and temperature that constitute the



physical environment of an automobile showroom. To the best of my knowledge, no study

has been done in this field.

1.5. Research Questions

The following questions are addressed:

What are the common atmospheric elements found by the six selected automobile

showrooms?

In what ways do automobile showrooms in Ghana use atmospherics to communicate a

welcoming environment to customers?

How can automobile showrooms use atmospherics to make customers feel comfortable and

stay longer in their showrooms?

1.6. Research Implications / Limitations

In this dissertation our focus was based on atmospheric elements as used in automobile

showrooms in Accra Ghana, an issue was addressed by content analysing what some

showroom visitors say about the atmosphere. No consideration was given to the perception

of some of the stakeholders‟ especially automobile company managers and employees. So

in other words, we do not claim to provide insight in to how the workers in automobile

companies perceive their own environment and atmosphere in the showrooms, but just into

how the visitors and customers view or feel about the showrooms. It must be noted that

studies of this nature and others relating to retail spaces are regarded as historic within

some months as things can change at any time. Giving the current level of competition in

the existing automobile industry today together with new companies emerging it is possible



that another researcher may not get the same results if the same study were conducted in a

few months time.

Showroom managers need to understand and appreciate the significance of the atmospheric

elements and their influence on guest or customer perceptions and impressions. The study

focuses on automobile showrooms, which will mean that the application of the results will

have to be confined to the automobile showroom. There are other physical spaces in the

building of an automobile company, but the showroom is significant for this research

because it is the main sale space. Besides it is important in establishing first impressions.

1.6.1. Context

Kotler (1973) sees the concept of atmosphere in relation to a store as the effort to design

buying environments. In this study our focus is based on the use of atmospherics in

Ghanaian automobile showrooms. Issues were addressed by content analyzing what

customers see and say about atmospherics in these showrooms. No major consideration

was given to the perception of workers of the automobile companies. In other words the

intention here does not have to do with providing insight into how workers in the

showroom perceive the environment, or atmosphere within which they provide their

services or sell their products, but just into how these companies use atmospherics to attract

and retain customers.

1.6.2. Time Factor

A study of this nature maybe regarded as historic within a few years given that the current

level of competition in the automobile industry makes it possible that another researcher



may not get the same results if the same study were to be conducted in a few years time.

Automobile companies in Ghana are often changing the looks of their showroom.

1.7. The Structure of the Thesis

The first chapter is the introduction to the thesis. The second chapter discusses the

literature review. Chapter three covers the research problems. In chapter four the

methodology is discussed. The fifth chapter is on data and data collection followed by

chapter six on analysis and discussions. The final chapter covers the conclusion,

recommendations and suggestions for future research.



Chapter 2

LITERATURE REVIEW

2.1. Introduction

In the last few decades, the study of the influence of the physical environment on emotions

and behavior has gained prominence (Kotler 1973, Mehrabian and Russel 1974). There is

an increase in the study of the influence of the physical environments of store, library, hotel

and restaurant on consumer behavior (Turley and Milliman 2002). This chapter provides

an overview into the use of atmospheric concepts and its significance to a visitor, guest or

customer.

2.2. Environmental Psychology

The physical environment can sometimes be more important than the product on sale

(Kotler, 1973). Turley and Milliman (2000) have found some relationship between

atmospheric manipulation and shopping behaviour, showing that consumers do respond to

stimuli found in these environments. The influence of physical environment on consumer

emotions and behaviours has become an important area of research in the study of museum,

library, restaurant and hotel and various retail or store environments (Turley and Milliman,

2002). The dimensions of atmospherics affect the behaviour and emotions of both visitors

and employees of an organisation. Atmospherics are used to create environments and

influence the behaviours of individuals.

Mehrabian and Russel (1974) referred to environmental psychology as “the direct impact of

physical stimuli on human emotions and the effect of physical stimuli on a variety of



behaviours, such as work performance or social interaction. Kotler (1973), focusing on the

effects that the physical environments have on consumer behavior, observes that the

physical environments in which a product is purchased is an important part of the total

consumption package. Kotler (1973) proposes various settings in which physical

environment have great influences on consumer behaviour thereby making atmospheric a

relevant marketing tool. These include:

(i) a situation where the product is purchased or consumed; and where the seller has

design options;

(ii) as the number of competitive outlets increase;

(iii) where product and or price differences are small;

(iv) when product entries are aimed at distinct social classes or life style buyer

groups.

The settings above may represent the situation of the automobile industry. Bitner (1992)

takes the idea of atmospherics further by developing a conceptual framework for service

situations. She employs the term servicescapes to denote the physical environment in

which services take place. Her three environmental dimensions combine to form the

perceived servicescapes, namely:

(i) ambient conditions

(ii) space/function

(iii)signs, symbols and artifacts

Countryman (2006) studied the importance of atmospheric or servicescape elements in

hotel environments. When shoppers stay longer in stores, their browsing behaviour is

likely to increase, and this in turn is likely to cause an increase in impulse purchasing



(Beatty and Ferrell, 1998). A majority of research articles have focussed on atmospherics

in facilities like a fast food restaurant, where customers tend to spend a short period of time

(Bitner 1990). Unlike the fast food setting, customers are inclined to stay for a longer

period in an automobile showroom environment in order to do more exploration. In such a

case, atmospherics play a significant role in determining how long a potential buyer or

visitor intends to stay and how much he/she is willing to spend. Again, the question of the

impact of the physical atmosphere and whether a customer will desire to return to the same

establishment is very important (Wakefield and Blodgett, 1996).

2.3. Atmospheric Elements and Hypothesis

2.3.1. Introduction

Kotler (1973) observed that “atmosphere is the effort to design buying environments to

produce specific emotional effects in the customer that enhance his/her purchase

probability”. The relevance of atmospherics in automobile showrooms has been woefully

under-researched.

Significant attention has been given to the study of store atmospherics (Baker et al., 1994;

Bellizzi et al., 1983; Donovan and Rossiter, 1982; Grossbart et al., 1990; Milliman, 1982;

Swinyard, 1993), physical environments of football and baseball stadia (Wakefield,

Blodgett and Sloan, 1996); hotel and restaurant (Wu et al., 2000; Robson, 1999; Rutes and

Penner, 1985; Siguaw and Enz, 1999; Turley and Milliman, 2000) leisure service

(Wakefield and Blodgett 1996), museum and heritage ( Bonn et al., 2007); casino (Hirsch

1995); library (Scherer 2005).



Bonn et al (2007) have investigated the effect of some basic environmental elements on

visitors to heritage sites. The researcher observes that the heritage attractions of physical

environment plays an important role in determining both visitors‟ attitude toward the

heritage attraction and future repatronage intentions, as well as their willingness to

recommend the experience to friends and relatives. Swinyard (1993) has observed that

consumer mood, involvement level and the quality of shopping experience have significant

effect on shopping intentions. He adds that consumer mood is shown to be affected by a

bad shopping experience. In the automobile showrooms investigated, the prominent

sensory factors included, visual and tactile.

2.3.2. Olfactory and Auditory

Various authors have noted the significant effect of ambient conditions on human responses

as they relate to the environment (Baker 1987, Bitner 1992). Ambient elements produce a

pleasant and arousing atmosphere which in turn affects the emotional states of the customer

(Lilani 2008). According to Morrin and Chebat (2005), the tendency of an individual to to

engage in impulsive buying behaviour will determine, in part, the relative effectiveness of

atmospheric factors such as background music and ambient scent on outcome variables.

In discussing ambient odour and consumer decision making, Mitchel et al (1995) conclude

that when odour is congruent with the product class, cognitive enrichment or increased

cognitive flexibility may be occurring. Chebat and Michon (2003), in their study on

ambient scent on mall shoppers, conclude that ambient odour contributes to the favorable

perception of the mall environment and indirectly on product quality.



Some research works have shown that odours significantly increase lingering in a store and

also it increases the amount of time spent in a store (Knasco 1989, Feerling et al 1992).

Mitchel et al have also argued that ambient odours can be thematically congruent with the

consumers purchase decision. An example being a ground coffee in a coffee shop or

scented candles and soaps in bath shops. However, ambient odour can also be incongruent

with consumers purchase decision. A smell strongly associated with one product class may

be present while the consumer is making a decision about another product class.

Bone and Jantrania (1992) have also said product related or congruent scent (or product

related odour) may be effective to increase the sales of a particular product. Fiore et al.

(2000) have suggested that the addition of a pleasant and appropriate environmental

fragrance to a display is necessary in producing significant differences in approach

responses towards a product including responses important to retailers such as purchase

intention and price willing to be paid.

Morrin (2000) has also discussed the impact of ambient scent on evaluation, attention and

memory for brands. Aromas have a positive impact on human behaviour and emotions in

the hospitality industry (Gueguen and Petr 2006). For example, ambient odour affects the

length of time people spend gambling in a casino environment (Hirsch 1995).

Chebat and Michon (2003) explain that odour may stimulate (or cancel) strong cognitive

processes and therefore suggest to reorient the store atmospherics towards the

understanding of ambient meaning to shoppers. Obviously, it will be advantageous for

showroom managers to use sweet scents to create a relaxing effect on their customers and

increase their expenditure. No extensive research so far has been done on ambient scent in

the automobile showroom environment to find out whether what the authors above have



said concerning the shopping mall can also be said of the automobile showroom. These

authors add that retailers should consider ambient scent in their marketing tool box.

Senses have now become prominent in marketing strategy. Rieunier (2000) notes that the

components of atmosphere include: visual factor (colours of the surrounding, materials,

light, layout – space and cleanness), sonorous factors (music, noises), olfactory factors

(natural smells, artificial smells), tactile factors (materials, temperature), and gustative

factors (sampling).

Researchers have discovered that music is thought to make employees happier and

stimulate customer purchasing Milliman (1982). Though it is possible to influence

behaviour with music, this influence can either contribute to the process of attaining

business objectives or may interfere with the process. Milliman (2008) observes that in

some retailing situations the aim maybe to slow customer movement, keeping them in the

store for as long as possible in an attempt to encourage them to buy more. However, he is

quick to add that in other situations the aim maybe the opposite in the sense of moving

customers along as a way of increasing the volumn of sales. He gives an example of a

restaurant having the intention to speed people up especially during lunch, when the aim is

to minimize the number of seats turned in a very short period of time. He argues that

playing slow tempo music in a restaurant may result in fewer seats turned and lower profits

though it will encourage return visits in the case where customers preferred a relaxed

luncheon atmosphere. This is one of the ways music can affect sales.



2.3.3. Visual

Lighting: Atmospheric (lighting) influence in a hotel, restaurant, museum, library

environments has received a great deal of attention. Khouw (2006) notes that about 80

percent of the information people absorb through senses is visual. Lighting can affect the

customers‟ emotional states thereby influencing their behaviour (Lilani 2008). Quartier

and Cleempoel (2008) studied the influence of lighting on mood and behaviour. They

hypothesized that positive effect, induced by lighting in retail environment will encourage

humans to stay longer in that retail environment and will increase the sales numbers. Light

could draw attention to products (La Guisa and Perney 1974) and people tend to be drawn

to sources of light (Mehrabian and Russell 1974).

Summers and Hebertb (2001) observe that “a more appealing store with better illuminated

merchandise may entice shoppers to visit the store, linger and hopefully make a purchase”.

This observation makes the role played by effective use of lighting levels very critical.

Though an extensive review of several literature on atmospherics show that very few retail

lighting studies have been conducted (Summers and Hebertb 2001), a discussion on the

importance and benefits of lighting in the automobile showroom environment is

uncommon. The influence of lighting in an automobile retail environment in Ghana has not

yet received any attention in Ghana.

Colour: Naturally, colour influences the feelings of people (Khouw 2006; Jowers 2009).

Bellizzi et al. (1992), observed that colour has the ability to attract customers and to create

pleasant feeling among them. This researcher proposes that in order to attract customers

and visitors to showrooms, they must be provided with an appropriate mix of colours so as



to create a pleasant environment. Showroom sales managers must consider colour in

arranging cars and other vehicles in the showroom.

Layout: Objects like furniture, curtains and other such materials used in furnishing the

interior environments can impact on the comfort of the visitor. The fundamental objective

of showrooms must be to make the customer or visitor feel comfortable. Since some

customers would like to sit while they look through brochures on vehicles, seat comfort is

of great importance. Lilani (2008) observes that seat comfort can be influenced by the seat

itself, in which case a seat may be uncomfortable if its design is such that it has a hard base,

or no back support. Furnishings as an important atmospheric element, as been mentioned

in servicescape models (Baker 1987, Bitner 1992, Wakefield and Blodgett 1994) although

this element has been referred to in situations other than automobile showrooms.

The way in which objects or materials are arranged within the environment may bring

either comfort or discomfort to the customer. Thus special layout of machinery, equipment

and electronic gadgets and furnishing may have a direct effect on customer excitement

levels and indirectly on their desire to return (Lilani 2008). Wakefield and Blodgett (1994)

have discussed the effect of crowding visitors or customers have hedonic and pleasure

needs and an interesting and effective layout may enhance the fulfilment of these needs.

Thus, showrooms should provide exciting layout and enough space to facilitate exploration

and stimulation within the physical environment (Wakefield and Blodgett 1994). In an

automobile showroom, the layout will be dependent on factors including the entry and exit

patterns, the size of the showroom, the length of stay, etc. Based on the importance of

layout, furnishings, colour, lighting and temperature in such environments as, hotels,



museums, shopping malls, restaurants and libraries, one can say the same of the automobile

showroom.

2.3.4. Tactile

When a visitor enters a showroom, it is assumed that he/she would like the environment

which will help him feel at ease and welcomed. In an automobile showroom, the

smoothness of the body of the vehicle, the softness or tenderness of the upholstery within,

the comfort of the seats, the feel of the steering wheel, can affect the perception the

customer has of the atmosphere. As Rieunier (2002) observes, touch is a major

determinant of the well-being sensation. The other aspect of the tactile dimension of

atmospherics is temperature. This is what this study considers in the automobile

showroom.

Temperature can be a significant element which can be either pleasant or unpleasant.

Obviously, if temperature is properly controlled, an air-conditioned atmosphere will make a

visitor feel comfortable within the showroom on a warm day and a heated environment will

let the visitor feel comfortable on a cold day. It is in this vein that temperature becomes a

significant part of the ambience (Griffitt 1970).

2.3.5. Social factors

In general, social elements are the people located in the environment (Baker 1987). These

will include employees and customers. The social variable here includes the gender,

number and appearance of the employees and customers. Smiling employees and smartly-

dressed sales persons will definitely impact positively on customers (McElroy et al, 1990).

The influence of human being on the environment includes the dress and attractiveness of



service providers and the impact of other customers or visitors on the atmosphere (Turley

and Milliman 2000, Turley 2002). Thus, in a showroom when a customer enters with bad

odour, ambient scent will be polluted and the result may be that other customers who will

feel uncomfortable may reduce the length of time they intended to spend in the showroom.

According to Bitner (1990), a disorganised environment, featuring an employee in less than

professional attire could influence a customer‟s attribution and satisfaction when a service

failure occurs.

This makes the role of social factors in atmospherics more significant in the Ghanaian

automobile settings. However, this study does not explore the social factors relating to

atmospherics in the automobile showroom.

2.3.6. Summary

To sum it all up, while there has been substantial research done to empirically test the

conceptual theories for individual atmospherics in educational, retail and leisure settings is

growing (Baker et al., 1994; Turley and Milliman, 2000). However, it is hard to come by

what has so far been done on showroom atmospherics. There still remains the need to test

them as part of an overall model to identify the elements that make up a physical

environment of an automobile showroom.

Marketers are making every effort in making shopping (Mano,1999). Hence, marketers

employ environmental elements (e.g. music, colours) to improve customers‟ emotions with

a store (Mano, 1999). (Bitner, 1992)and (Kotler, 1973) observe that such an improvement

of customers‟ emotions lead to desire behavior including higher willingness to purchase,

longer stays and enhanced satisfaction. Though sales executives have also planned their



stores‟ atmospheric impact using social elements such as employee sociability, the focus of

this study does not include the social elements in its scope.

2.4. Summary of Review

In the review of related literature in the present chapter, it can be concluded that though

much has been said about the impact of atmospherics on the length and time customer

spend in retail space. The literature focuses on atmospherics in low involvement products.

When considering a trip in a low involvement products retail space where there are

adequate atmospheric elements, shoppers will be more willing to stay longer and in turn

more willing to purchase, if, however, the trip is to a high involvement product retail space,

they will be less willing to purchase.

The assumption here is that, since high involvement products here have to do with products

for which the buyer is prepared to spend adequate time and effort in inspecting or checking

the product, whether automobile showroom uses atmospherics does not matter very much

to the customer because he/she will have to stay longer than usual to do thorough

searching. Research on the effects of atmospherics on the length of time spent in

automobile showrooms, a retail space for high involvement purchase is sparse.

The literature review reveals that there is significant availability of evidence to support the

importance of the role of atmospherics. However, the works reviewed so far focus on low

involvement products or service industries. So far, there has not been any significant focus

on atmospherics in showrooms that deal in high involvement products, a specific example

being an automobile showroom or how atmospherics can be used to retain customers or

visitors in the showroom in order to help automobile companies achieve their sales



objectives. Therefore, any study relating to atmospherics in automobile showrooms in

Accra, Ghana will be a significant contribution to the discussion on the general marketing

strategies in retail space.

2.5. Hypothesis

The length of time spent in a showroom and the perception of the customer/visitor is

independent of the presence of atmospheric elements.

2.6. Conceptual Framework

Turley and Milliman (2000) observed that individual atmospheric variables have an effect

on the outcome of evaluations and behavioural responses such as time spent and impulse

buying. In the manipulation of atmospherics, as discussed in the literature review, there

appears to be a link between the presence of atmospherics in commercial space and

customers‟ willingness to stay longer.

Showroom Environment Influencer Customer

Figure 1. Model of Influence from the Showroom Environment to Customers

The study examines the extent to which environmental cues (atmospherics) influence the

customers‟ assessment of the automobile showroom and how these assessments in turn

influence the length of stay in the showroom.

Environmental Cues -atmospherics

Senses/mood/Customer perception regarding store atmospherics

Showroom patronage intentions



In figure 1 above, „mood‟ refers the way a group of people think and feel about something.

Thus in this study, „mood‟ has to do with the way the customers/visitors who were

respondents in the focus group felt about the atmosphere of the showroom. In other words,

“mood” is this study expresses the pervading impress of the observers who took part in the

group discussions of the research. The mood of the respondents was identified by the words

they used in the conversation as they described the way they felt and perceived the

atmosphere or environment of the showroom. Again, in figure 1, „senses‟ refers to the

physiological capacities within organism that provide inputs for perceptions. These include

sight (vision), hearing (audition), taste (gustation), smell (olfaction), touch (tactition).

„Consumer perceptions‟, as used in this model (fig. 1) refer to inferences about the

experience of customers through the five senses on the basis of showroom environment

cues (i.e. the various atmospheric elements).

The conceptual framework shown in Fig. 1 adapts the model proposed by Bitner‟s (1992)

conceptualizations of how the service environment can influence consumer decision

making. The sequence of effects in the model is that of the showroom (including sensory

experience/mood) and these perceptions in turn affect showroom patronage intentions (e.g.

willingness to stay longer, willingness to return for business). The argument here is that

keeping customers longer in stores may lead to increased browsing behaviour, which in

turn leads to increased impulse buying, Beatty & Ferrel (1998). The question is which

atmospheric elements are present in the various showrooms in Ghana? Do these affect the

length of time spent by customers in the showroom? The next chapter on methodology

investigates this.



Chapter 3

METHODOLOGY

3.1. Introduction

This chapter discusses the methodology used by the researcher to perform a research into

automobile showrooms in Accra, Ghana. The main objective of this chapter is to clearly

define the exact guidelines which will enable the researcher to support the attained

hypothesis. In this section of the study, we have discussed our sample selection, data

sources and the data analysis technique to be used.

The research took place in the actual physical environment. The limitation here is that this

researcher might have difficulty in controlling those factors such as branding and prior

experience (Countryman, 2006). These are not part of the physical environment but may

be included inadvertently in the evaluation of the physical environments (Countryman,

2006). Six atmospheric elements were included in this research: layout, odour, music,

lighting, colour and temperature.

3.2. Types of Research

The main reason of conducting a research is to inform the reader about the objective of the

researcher, and how the result can be utilised. Leedy and Ormrod (2005), defined research

as “ a systematic process of collecting, analyzing and interpreting information or data in

order to increase our understanding of the phenomenon about which we are interested or

concerned about": Thus, Sekaran (1992) defined research as “An organised, systematic,

data based, critical, scientific enquiry and investigation into a specific problem, undertaken



with the objective of finding answers or solutions to it”. Hence, it can be deduced that

research is a planned, systematic method of analyzing a problem conducted in order to find

out or discern a solution to that particular problem.

3.2.1. Descriptive Research

This type of research is used in identifying and obtaining information on the characteristics

on an issue. In our study of atmospherics, we used descriptive research to answer questions

such as:

a) How do customers respond to atmospherics in the automobile showroom

setting?

b) What automobile company is more conscious about the use of atmospherics

to retain their customers?

c) To what extent does atmospherics in the automobile showrooms in Ghana

influence customers to stay longer or even return?

The data collected in this study was qualitative. Statistical techniques were used to

summarize the information.

3.2.2. Analytical/Explanatory Research

This type of research is a continuation of descriptive research. The researcher proceeds

beyond simply describing the characteristics of the issue to analyse and explain why or how

the issues exist. The difference here is that, while the descriptive research describes the

phenomena why it exists, analytical research aims to help the researcher to understand the



phenomena by discovering and measuring causal relations among them. For example

analytical research may respond to a question such as:

How can automobile showrooms use atmospherics to make customers feel comfortable and

stay longer in their showrooms?

3.2.3. Descriptive statistics

The researcher employed descriptive statistics to manage the data and present it in a

summary table. In this research on atmospherics in the showroom, descriptive statistics

helped the researcher to manage records of visitors‟ impression about atmospherics in the

showroom and also helped in comparing one showroom‟s records with that of another.

3.3. Qualitative Research Procedure and Focus Groups

The researcher adopted a direct approach in this qualitative research. Thus, the researcher

disclosed the purpose of the respondent. This research introduced focus group

methodology, an important qualitative procedure. The method involved group interaction,

where participants were encouraged to talk to one another by asking questions, exchanging

suggestions and making comments on each other‟s point of view.

Malhotra and Peterson (2005) explain focus group interviews as those “conducted by a

trained moderator among a small group of respondents in an unstructured and natural

manner”. This researcher used this method in order to explore showroom visitors‟

knowledge and experiences and also to examine not only what they think but how they

think and why they think that way about atmospherics in the showroom. This is a form of

group interview which employs communication between participants in order to generate

data. It is a convenient way in collecting data from several people simultaneously. The



advantage here is that, such a research does not discriminate against showroom visitors

who cannot read or write. Besides, a focus group encourages participation from visitors

reluctant to be interviewed individually or who feel they have nothing to say. In a free-

flowing group discussion the researcher used a series of open-ended questions and

encouraged research participants to explore issues of atmospherics in the showrooms in

their own vocabulary.

3.4. Sample Selection and Data Collection Processes

3.4.1. Profile of Showrooms

Data gained in the six different showroom settings assisted in understanding how different

visitors in different showrooms respond to atmospherics in the showrooms. There are

several automobile showrooms in Ghana. The sampling frame consisted of a list of

prominent showrooms located in the same area in Accra, that is, along the Obetsebi

roundabout, the Graphic road and opposite the State Transport Corporation. Though there

are several other showrooms in other areas in Accra, the selected area has more automobile

showrooms than any other single area in Ghana. Showrooms that were considered are:

1. Rana Motors Company Limited

2. The Honda Place Ghana Limited

3. Mechanical Lloyd Company Limited

4. Toyota Ghana Company Limited

5. PHC Motors Limited

6. Japan Motors Trading Company



Rana Motors sole distributors of KIA vehicles representing KIA Motors Seoul, Korea

provide sales and services of a wide range of saloon vehicles, Sports Utility Vehicles

(SUVs), Trucks, Indian Swaraj Mazda Trucks and Chinese Yuejin Trucks.

A leading Motor company in Ghana Mechanical Lloyd holds the franchises for BMW, Ford

and Massey Ferguson include Sports Utility Vehicles (SUVs), pick-ups and luxury cars.

Toyota Ghana is the sole representative of Toyota Motor Corporation of Japan (TMC).

Activities of Toyota Ghana include the sales and distribution of Toyota vehicles that

comprise buses, pick-ups, 4x4s and saloons.

PHC Motors, one of the few motor companies in Ghana to be solely owned and operated

by Ghanaians, deals with a wide range of vehicles namely: TATA passenger cars, TATA

commercial cars, Chrysler vehicles, Dodge and Jeep. Recently they added Range Rover to

their fleet of sale. Japan Motors one of Ghana‟s leading companies is the sole distributors

of Nissan vehicles which include saloons, trucks, Sports Utility Vehicles (SUVs), buses,

motorcycles, generators and genuine Nissan parts in Ghana. Honda, as the name affirms, is

the distributor of Honda saloon vehicles and SUVs. Honda remains dedicated to enhancing

its local manufacturing capabilities.

3.4.2. Observations

The first step of the research involved collecting and compiling information from recorded

conversations that are related to atmospheric elements present in the showrooms. The

research was conducted within two weeks and totaled 10 different visits to the showrooms

mentioned above. In the interviews the researcher chose a sample size of forty showroom

visitors. This comprised five different focus groups of four participants each interviewed in



the six selected showrooms. In the first week the researcher observed visitors/customers in

showrooms of six different automobile companies in Accra. To ensure reliability and

improve accuracy of data collection, another researcher was engaged to collect the same

data from the same automobile companies in the second week with a different set of focus

groups interviewed in the various showrooms. Collecting data from showrooms over an

extended period of time might distort our results as there might be the tendency to ignore

constant changes made by automobile companies in their showrooms. The two different

sets of data collected were then compared to improve accuracy.

3.4.3. Conversations and Interviews

The researcher had conversations and interviews with adult showroom visitors (that is

eighteen years and above). These conversations were recorded and described in field notes

and transcriptions.

The semi-structured interviews with the visitors included the following kinds of questions:

1. How do you see the floor, ceilings and the wall décor of this showroom?

2. How do the spaces around the cars make you feel?

3. What makes you feel happy and welcome in this environment?

4. Why would you want to come back to this showroom?

5. What thing(s) here in this showroom will make you stay longer than you planned?

6. Why would you like to return to this showroom?

Transcribed in-depth interviews were digitally recorded. Observer comments in the

transcribed text were embedded as the researcher reviewed it. Informal conversations were

written down as soon as possible and when possible right during the conversations



according to the comfort level of the participants with note taking. Finally, the researcher

relied on very detailed field notes, writing down what she saw, heard, smelt and felt in the

showrooms.

3.5. Data Analysis Techniques

The method used to analyse the recorded interviews and discussion in the showroom was

content analysis. A content analysis can be understood as a detailed and systematic

examination of the contents of a particular body of material for the purpose of identifying

patterns, theme, biases (Leedy and Ormrod 2005, p. 142). This is a technique for gathering

and analyzing the content of a text or information. The content may consist of words,

meanings, pictures, symbols, ideas, themes or any message that can be communicated

(Neuman, 2003). Weber (1988) also observes that content analysis is regarded as a useful

method of codifying the text or context of a piece of writing into various categories

depending on selected criteria.

Generally as a rule, a content analysis is quite systematic and measures are taken to make

the process as objective as possible. The following steps are typical:

1. The researcher identifies the specific body of the material to be studied.

2. The researcher defines the characteristics or qualities to be examined in precise.

There is a computerized content analysis program called wordstat. This could not be used

in this study because it was not available. The first step in the research was collecting and

compiling words that reflected the adjectives and traits of the atmospheric elements. This

was achieved by listening to the discussions recorded in the various showrooms.

Conversations in the various showrooms differed in terms of the words the respondents



used in their conversation. This means that whatever the content of the conversation, in

terms of type of words used, it is presumed to be the effect of the experience of the visitor –

respondent.

Below are some examples of traits and adjectives of each atmospheric element used by the

respondents in communicating their observations, feelings and experience of the

atmosphere of the showroom. One must note that the words identified below were picked

haphazardly and are used as examples to explain the point here.

Lightning (Bright, Dazzling, Shinning, Scintillating Glittering, Reflective, Clear, Dark)

Layout (Display, Artistic, Heavy-duty, Smooth, Awesome, Polished, Glamour, Posh, Good

looking, Nice, Picturesque, Spectacular, Stunning, Stylish, Splendid, Sophisticated,

Spacious, Attractive, Flowery, Neat, Arrangement, Impressive, Distant, Closeness)

Temperature (Cool, Hot, Warm, Refreshing, Uncomfortable, Relaxing, Airy, Air-tight,

Sweaty)

Colour (Colourful, Exciting, Arousal, Hearty, Pretty, Pleasing, Royal, Glossy, Shinny,

Beautiful, Dirty, Contrasting, Receptive, Appealing)

Music/Sound (Sensational, Seductive, Classic, Loud, Noisy)

Odour (Sweet, Foul, Bad, Pleasant, Stinking, Fragrant)

This researcher performed a content analysis of the recorded interviews in order to find out

the observations of customers about six atmospheric elements in showrooms and their

impact on these customers. To identify the associations between the showrooms and the

atmospheric elements, correspondence analysis was used. Further, the study examined how

frequent each atmospheric element is used in the showrooms. This was ascertained from



the number of showrooms that are associated with a given element. This is demonstrated in

table 1, below:

Atmospheric

Elements

Number of Associated

Automobile Showrooms

Lighting 6

Colour 6

Layout 6

Temperature 6

Music 0

Odour 0

Table 1. Frequency of Usage of the various Atmospheric Elements

Table 1 provides a snap-shot of automobile showrooms associated with a given

atmospheric element. The table indicates that all six showrooms were associated with

lighting, colour, layout and temperature. None of the showrooms had any association with

music and odour as indicated in Table 1.

Element Name of cases

analysed 1

Frequency of appearance

of AEs in each case

Percentage of

frequencies (%)

Lighting 6 51 15.7

Colour 6 64 19.7

Layout 6 168 51.9

Temperature 6 41 12.7

Odour 6 0 0

Music 6 0 0

TOTAL 30 324 100

1 Number of showrooms examined.



Table 2. Appearance of Atmospheric Elements (AEs)

Table 2 provides a fair view of each element‟s frequency of appearance as a percentage of

all references to atmospherics in the communication recorded. This may represent a more

accurate estimate of usage of atmospheric elements.

It will be observed from Table 2, in grading the degree of reference to the atmospheric

elements, „layout‟ was most frequently referred to (51.9%); followed by colour (19.7%);

then lighting (15.7%). Temperature was the least frequently referred to (12.7%). Odour

and music were out of the question as there was no reference to either of them. Thus layout

was the most frequently referred to element. It is very important to note that lighting,

colour and layout are all associated with the sense of sight (283 out of 324). References

made in connection with sight and feeling (i.e., temperature) are respectively 87.3% and

12.7% refers to feeling Thus the concentration is on what visitors see and not what they

will feel, smell and hear. Figure 1 below provides a fair view of each element‟s frequency

appearance as a percentage of all references.

Figure 2. A Bar Chart of Appearance of Atmospheric Elements

Name of cases analysed [1]

Frequency of appearance ofAEs in each case

Percentage of frequencies (%)

0

20

40

60

80

100

120

140

160

180



Chapter 4

RESULTS

4.1. Interpreting Results

In this study, the distribution of the atmospheric elements in the respective showrooms has

been presented. In relation to six atmospheric elements, namely lighting, colour, layout,

temperature, odour and music, a table was drawn to provide a two-way contingency table

of frequencies. This was obtained by aggregating the number of words associated with the

atmospheric elements that were identified in the conversation between the researcher and

respondents in the focus groups taken by the digital recorder.

The distribution of these elements over the various showrooms will be presented in a table.

This table presents a Cross-Tabulation of the Categorical Data and Aggregation of the

Number of References to atmospheric elements identified in the recorded conversation.

Cross-tabulation of categorical data is a simple form of data analysis in research. Hoffman

and Franke observe that cross-tabulation of categorical data is perhaps the most commonly

encountered and sample of analysis in research. In relation to the use of atmospheric

elements, Table 2 presents a two-way contingency table of frequencies. These frequencies

were obtained by aggregating the number of words identified in the showroom discussion

recorded. The distribution of these atmospheric elements over the various automobile

showrooms is presented in Table 2.



AE/Showroom Lighting Layout Colour Temperature Music/

Sound Odour

Column

Total

Rana Motors 14 34 20 5 0 0 73

Japan Motors 7 33 8 5 0 0 53

Mechanical Lloyd 8 31 5 10 0 0 54

Toyota 12 29 12 11 0 0 64

PHC Motors 5 21 15 5 0 0 46

Honda 5 20 4 5 0 0 34

Row Total 51 168 64 41 0 0 324

*AE=Atmospheric Element (s)

Table 3. Reference to Atmospheric Elements by Respondents in Automobile Showrooms

The cell counts in Table 3 indicate the number of times a particular atmospheric element is

associated with a particular automobile showroom. The subtotals of the row and column in

the table reveal the number of mentions made concerning a particular element and

showroom respectively. In the table, it can be observed that Rana Motors showroom

received most words in the conversation of the respondents associated with atmospheric

elements with 73 terms or traits, followed by Toyota, Mechanical Lloyd and Japan Motors,

respectively 64, 54 and 53. The least included PHC Motor, 46 and Honda, 34. With

respect to individual elements, layout was the AE portrayed most in all the showrooms

accounting for 52 percent (i.e., 168/324) of the total number of words. Lighting, colour and

temperature were respectively, 20% (51/324), 16% (64/324) and 12% (41/324). Rana

Motors appears to focus more on layout (34) and color (20), of all the AE‟s used in the



showroom lighting follows. The company‟s consideration for temperature seems minimal.

Nothing at all could be said about music and ambience scent in the showroom.

Japan motors also focuses more on layout (33) and colour (8), then lighting follows. The

company‟s consideration for temperature (5) was minimal and nothing could be said about

ambience scent or music. Toyota appears to focus more on layout (29) and colour (12),

lighting (12) followed by temperature (11). Nothing at all could be said regarding music

and ambience scent in the Toyota showroom. Mechanical Lloyd appears to focus more on

layout (31) and temperature (10), lighting (8) followed by colour (5). Nothing at all could

be said about music and ambience scent in the showroom.

PHC Motors appears to focus more on layout (21) and colour (15), lighting (5) followed by

temperature. Nothing at all could be said about music and ambience scent in the showroom.

Honda also focused more on layout (20) and lighting (5), then colour and temperature

follows. The company‟s consideration for temperature was minimal and nothing could be

said about ambience scent or music. Please see bar chart and pie chart in (Figure 3 and 4)

respectively below.

Figure 3. A Bar Chart of Reference to Atmospheric Elements by Respondents

Rana Motors

Japan Motors

Mechanical Lloyd

Toyota

PHC Motors

Honda0

5

10

15

20

25

30

35



Figure 4. A Pie Chart of Reference to Atmospheric Elements by Respondents

Showroom/AE Visual (lighting, layout

and colour) Tactile (Temperature) Row Total

Rana Motors 68 5 73

Japan Motors 48 5 53

Mechanical Lloyd 44 10 54

Toyota 53 11 56

PHC Motors 41 5 46

Honda 29 5 34

Column Total 283 41 324

X2 9.03

df 5

p< .05

Table 4. Distribution of Atmospheric elements (by senses) over Automobile showroom

Series1, Lighting, 51,

16%

Series1, Layout, 168, 52%

Series1, Colour, 64, 20%

Series1, Temperature,

41, 12%

Reference to AEs by Respondets

Lighting Layout Colour Temperature



Table 4 above, shows that, 283 references out of 324 (87.3%) were made to sight, while 41

out of 324 (12.7%) were made to feeling. The indication here is that all the six showrooms

investigated in this study, the greatest concentration is on what visitors see (layout, colour,

and lighting), then again on what they feel, but not what they smell or hear. A combination

of all the senses will leave a better sense of the showroom in the memory of visitors which

will attract them to return to the showroom. Thus the mood of customers in relation to

sensory factors, specifically visual and tactile influences the desire of the visitors to stay

longer in the showroom.

In all the showrooms, Toyota can be considered to be leading in the use of atmospherics

(specifically sight and feeling is concerned). Elements relating to sight in this showroom

were referred to fifty-three (53) times while temperature was referred to eleven (11) times.

Please see bar chart and pie chart in (Figure 5 and 6) below.

Figure 5. A Bar Chart Distribution of Atmospheric elements (by senses)

Visual (lighting, layout andcolour)

Tactile (Temperature)

0

10

20

30

40

50

60

70



Figure 6. A Pie Chart Distribution of Atmospheric elements (by senses)

Figure 6 above indicates that the distribution of atmospheric elements (AEs) by the senses

of sight (visual) and feeling (tactile) are approximately 87 percent and 13 percent

respectively.

4.2. Hypothesis Test

A Chi-square test shows which row (i.e. the atmospheric element) and the column (i.e.

automobile showroom) variables are related. To illustrate for 5 degree of freedom (df),2 the

critical value of Chi-square (x2

CR) for an upper-tail area of 0.05 is 11.071. The calculated

2 df = (r-1) x (c-1) = (6-1) (2-1) = 5

Series1, Visual (lighting, layout

and colour), 283, 87%

Series1, Tactile (Temperature),

41, 13%

Distribution of AEs by Senses

Visual (lighting, layout and colour) Tactile (Temperature)



chi-square statistic had a value of 9.03. This study investigated the use of atmospherics in a

group of automobile showrooms (6). The study hypothesized that showroom with

atmospherics makes the customers more relaxed in the showroom environment, thereby

desiring to stay longer.

Ho: The length of time spent in a showroom and the mood of the customer/visitor is

associated with the presence of AEs.

H1: The length of time spent in a showroom and the mood of the customer/visitor is

independent of the presence of AEs.

Table 4‟s chi square statistic (x2 = 9.03), our predetermined alpha level of significance

(0.05), and our degrees of freedom (df =5). Entering the Chi square distribution table with 5

degree of freedom and reading along the row we find our value of x2 (9.03) lies between

6.626 and 11.071. The corresponding probability is 0.25<P<0.05. This is below the

conventionally accepted significance level of 0.05 or 5%. Since our x2 statistic (9.03) did

not exceed the critical value for 0.05 probability level (11.071) we can accept the null

hypothesis that there is an association between the visitors‟/customers‟ mood and length of

time spent in the automobile showroom, and the presence of atmospherics in the

showroom. Thus, being able to use atmospherics effectively to differentiate one automobile

company from its competitors will become a necessity as more and more automobile

showrooms use atmospherics in trying to foster relationships with customers.

The research confirms the fact that many workers in the showroom do not know about

atmospherics and have not considered its impact on visitors. This research illustrates how

such a powerful marketing tool as atmospherics has been taken for granted in influencing



customers and visitors by the environment and ambience of the showrooms of automobile

companies in Ghana. The next chapter discusses the conclusions and implications of the

results of this research.



Chapter 5

CONCLUSION AND RECOMMENDATION

5.1. Conclusion

This chapter includes a discourse on the conclusions and implications of this dissertation.

The results of this dissertation have been discussed in order to help us provide a clearer

understanding of the phenomenon in the showroom. The prime objective of this

dissertation is to identify atmospheric elements that are present in various automobile

showrooms in Accra and whether these elements have any influence on the time spent in

the showroom. In order to achieve this set objective, the research question was posed in

relation to the extent to which automobile companies in Ghana use atmospherics to

communicate a welcoming environment for their customers and visitors in their

showrooms.

In this dissertation it was observed that not all the atmospheric elements could be found in

the showrooms. In other words there was not a single showroom in which all the

atmospheric elements could be identified. This could be due in part to the fact that, as

observed by this researcher with some of the workers of the automobile companies studied,

none of the automobile companies was aware of what atmospherics is about and the

significance of the elements in retail marketing. So whatever the automobile showrooms

featured in terms of atmospherics was not done with the foreknowledge of the importance

of atmospherics in holding visitors and customers in retail space, but rather copying one

another in making the various showrooms attractive. This echoes a conclusion that an

effective use of atmospherics does not just happen, atmospheric elements must be



developed through planning and efficiently used, manipulated and combined if showrooms

are going to foster a better relationship with customers and retain them in the market place.

It was also observed that some of the atmospheric elements are used more than others. The

layout element was the most frequently used; colour was more frequently used, temperature

and lighting were less frequently used; and odour and music were the least frequently used.

The dissertation further reveals the implications that the use of atmospherics is taking a

new form and can no longer be just a simple use or display of elements in space to attract

visitors. The use of atmospherics has to evolve into the adoption of a new strategy that

positively influences visitors‟ moods so as to hold them longer in a space than they intend

to stay. For example a change in the atmosphere in a given space, whether in a showroom,

a restaurant, or a library, can make the visitor relaxed, excited and in the long run keep the

visitor longer in the place and patronise the services provided.

5.2. Implications for Theory and Practice

This study extends the conceptualization of atmospherics in marketing to the showroom

environment. This study was conducted with the objective to simply determine whether the

concept of atmospherics applied to the showroom context in Ghana. Though the results

reveals that this is the case, it was clear that the use of atmospherics was not done

deliberately. This finding presents a starting point for further investigation of atmospherics

in the automobile showroom environment.

The automobile industry is booming in Ghana and there is fierce competition to attract

buyers. This study clearly demonstrates why it is becoming increasingly important for

showroom managers, marketing consultants, advertising executives, interior designers and



academic researchers to better understand the concept of atmospherics both in physical

space and cyber space (online) in order to stay ahead of competition.

While showroom managers tend to concentrate on other forms of retail marketing

strategies, the use of atmospherics in retail space has become an important element in retail

management. Effective use of atmospherics to influence customers and visitors in retail

space must therefore become an important part of any showroom‟s marketing strategy.

This study has also revealed that what is done in the sales environment to influence or

impact the five senses of the customer, client, visitor or user of services or products is a

vital part in fulfilling the tremendous potential that AE‟s play in marketing strategy.

Additionally, this study also has demonstrated that automobile showrooms in Ghana need

to target all their visitors in their showrooms by displaying and providing atmospheric

elements that will make them feel like staying longer in the place and desire to return for

business.

It is worth observing that the fact that ambient scent did not feature in the use of

atmospherics in automobile showrooms studies is not encouraging to these companies. That

seventy-five percent (75%) of our emotions are generated by smell (Valenti & Riviere,

2008), appears to lend support for the use of olfactory marketing in our hotels, shopping

mall, retail spaces and showrooms. In an automobile showroom, the right odour generates

an optimal shopping. Time and again there is a rubber scent or leather smell or another

odour composition. A peculiar ambience will be developed and customers or visitors will

react more positively to the exclusivity of the showroom atmosphere. A sweet aroma in a

showroom will not only create an exquisite image but will also motivate visitors giving

them a relaxed and cheerful shopping experience, thereby making them stay longer.



Again, music did not feature in the atmospherics used in the showrooms investigated.

Certainly, it is also incumbent upon showrooms in Ghana to introduce music in order to

enhance their sales strategy for instance, playing slow tempo music in a showroom might

result in visitors and customers staying longer and thereby enhancing their chances of

buying as a way of increasing sales volume. A faster tempo may have the effect of

spending a shorter time in the showroom. A definite need exists for more research on this

subject though.

An excellent maximum use of atmospherics is thought to heighten emotional ties with the

showroom, increase preference and patronage and augment a sense of “welcomeness” and

loyalty. A combination of good interpersonal skills on the part of the sales executives in the

showroom and a good combination of atmospheric elements is going to be key to the

success of showroom business in the coming decade, as marketing officers get more

knowledge about the power of atmospherics in the space where business is done.

To automobile companies and marketing officers in Ghana, this study therefore sheds light

on the significance of regular maintenance of equipment and skill that provide good

atmospherics and continuously monitor and upgrade the atmospheric elements in the

showroom. By this process these managers can retain those who associate themselves with

their automobile companies and attract new customers.

Lastly, one contribution of this study has been its attempt to introduce correspondence

analysis and content analysis in assessing the use of atmospherics in automobile

showrooms. The correspondence analysis technique as exemplified here empowers all the

showroom managers of the companies studied to visualize the use of atmospherics by their

companies relative to their competitors. This technique affords the companies the ability to



assess how well they are using atmospherics in their showrooms and how they are

mirroring themselves in the minds of the customers and other stakeholders.

In today‟s fast-changing competitive business environment, the understanding and

appreciation of the use of atmospherics as a marketing technique affords automobile

companies the ability to assess the nature of their showroom environment and how they are

mirroring themselves in the minds of their visitors, customers and employees. In order to

utilize the study of atmospherics as a successful sales tool, showroom management must

consider different atmospherics designs for various parts of the showroom. When managers

in the automobile industry understand the atmospheric elements that make up a showroom,

it helps them to make the appropriate improvements in those areas that lead to an enhanced

overall impression and evaluation of the showroom.

It is therefore hoped, that the results offers automobile companies (and other organisations)

new and creative ways of enhancing their physical (both interior and exterior)

environments and better position themselves in today‟s competitive marketplace.

5.3. Recommendation

Owners of automobile companies, marketing executives, showroom managers and interior

architects should consider the atmosphere within their showrooms and the perception of

visitors. They must consider the atmospheric elements and the traits associated with them

when designing the showroom. It is important for automobile companies to convey to their

customers and potential customers visiting their showrooms a welcoming atmosphere in the

space within which they do business. Showroom visitors associate a particular showroom

with certain characteristics which are more than what is on display for sale. When an



automobile develop their marketing mix they must not choose only their location, prices

and exterior architecture carefully but also the interior design and decor as well as other

aspects of the atmosphere within, since all these in addition to their communication strategy

contribute to the position of the company and its brand. The effective use of the various

atmospheric elements in retail space is another positioning opportunity by which the

automobile showroom can communicate its friendliness to its customers and potential

customers.

Any effort that is able to make customers stay longer in retail space can also lead in

purchasing. Therefore this dissertation is a means of suggesting to the automobile

companies studied, and other automobile companies, that the use of atmospherics, a

marketing technique or tool can contribute immensely to a competitive market positioning

in the automobile industry. The same suggestion can go for the use of atmospherics in

many other service industries.

5.4. Further Research Direction

The concept of atmospherics in the physical environment can be explored further in several

directions especially in the online environment. Thus, further research an also examine the

use of atmospherics on the websites of automobile companies. For example, exploring how

effectively colour and sound are used in cyber showrooms to sustain the interest an

attention of visitors to the website.



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Appendix I

Calculations of X2

fe = nrnc

n X

2 = ∑ (fo - fe)

2

fe

fe = 283 x 73 = 63.76 324

fe = 41 x 73 = 9.24

324

fe = 283 x 53 = 46.29 324

fe = 41 x 53 = 6.71

324

fe = 283 x 54 = 47.17 324

fe = 41 x 54 = 6.83

324

fe = 283 x 56 = 48.91 324

fe = 41 x 56 = 7.09

324

fe = 283 x 46 = 40.18 324

fe = 41 x 46 = 5.82

324

fe = 283 x 34 = 29.697 324

fe = 41 x 34 = 4.30

324

X2

= (68 – 63.76)2 +

(5 – 9.24)

2

63.76 9.24

X

2 = (48 – 46.29)

2

+ (5 – 6.71)

2

46.29 6.71

X2

= (44 – 47.17)2

+ (10 – 6.83)

2

47.17 6.83

X2

= (53 – 48.91)2

+ (11 – 7.09)

2

48.91 7.09

X2

= (41 – 40.18)2

+ (5 – 5.82)

2

40.18 5.82

X2

= (29 – 29.69)2

+ (5 – 4.30)

2

29.69 4.30

X2 = 0.28 + 1.95 + 0.06 + 2.29 + 0.21 + 1.47 + 0.34 + 2.16 + 0.02 + 0.12 + 0.02 + 0.11 = 9.03

Therefore, the total Chi-square for Table 4 is 9.03



Appendix II

Questionnaire

The semi-structured interviews with the visitors included the following kinds of questions:

1. How do you see the floor, ceilings and the wall décor of this showroom?

2. How do the spaces around the cars make you feel?

3. What makes you feel happy and welcome in this environment?

4. Why would you want to come back to this showroom?

5. What thing(s) here in this showroom will make you stay longer than you planned?

6. Why would you like to return to this showroom?

g

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