Environmental influences on consumers

• Wayfinding


  Refers to our ability to know where we are and to plan a route to where we are going
• Wayfinding in shopping malls

  • Weisman (1981) - identified 4 groups of environmental variables that can help with wayfinding: visual cues or landmarks within or outside of a building, architectural differences between different parts of a building, the use of signs and room numbers, building configuration
  • Arthur and Passini (1992) - a trip to a shopping mall is likely to involve visiting several different shops and so the ease of which a consumer can navigate will have a direct impact on the satisfaction they experience
• Dogu and Erkip (2000)

  • investigated how spatial factors could aid wayfinding in a shopping mall
  • case study of the Karum shopping mall in Ankara, Turkey
  • analyzed spatial layout of the mall and gave questionnaires to shoppers
  • only WC and EXIT written in English; door numbers were confusing (not in order, several numbers on one floor)
  • map difficult for shoppers to notice and was confusing
  • 78 female and 76 male shoppers
  • significant correlation between evaluation and signage system
  • still, many didn't notice the signs
  • 47% believed there were no maps
  • individual differences seen
• Spatial movement patterns

  • short trip: a short, simple trip for a few targeted items, not necessarily visiting the most popular products
  • round trip: moving up and along the top corridor, the returning along the main corridor with detours into various aisles
  • central trip: using the main corridor for entering and exiting the building, and moving down various aisles, mostly the top aisles initially then the bottom aisles on the return
  • wave trip: linear progression along the main corridor, zigzagging through the aisles and mostly exiting near the far end of the store
• Gil et al. (2009)

  • examined patterns of shopper movement and behavior
  • over 480 shoppers and interviewed them after their visit
  • interested in whether store layout has an impact on shopper behavior
  • aimed to identify movement patterns
  • initially approached to take a survey and record basic information
  • CCTV used to track journey
  • interview asked about purpose, list, satisfaction...
  • shopper behavior is affected by product placement
  • short (32); round (173); central (110); wave (166)
• Types of spatial behavior - the specialist

  • focusing on a few products and spending a lot of time on each
  • doesn't always result in purchase
  • 19 shoppers: 25% male, 58% use baskets and 85% shopped for less than 20 minutes
• Types of spatial behavior - the native

  • a long trip visiting relevant aisles, interactions are more likely to lead to purchases
  • mostly on "main" or "top - up" mission
  • 161 shoppers: 98% use a trolley, 90% are satisfied
• Types of spatial behavior - the tourist

  • fast - moving shoppers who don't stray too far from the entrance and tend to stay on the main corridor
  • look more than buy
  • some are on "non - food" mission
  • 101 shoppers: 80% have short or medium trips, 35% are mature, 28% are very satisfied
• Types of spatial behavior - the explorer

  • longest trip, visiting all aisles in the store and often visiting places more than once
  • involves spending a long time with products and buying a lot and involve a "main" shopping mission
  • 67 shoppers: 62% females shopping alone, 87% take a trolley, 43% have a shopping list