The Role of Environmental Stimuli in Shopping Evaluation and Responses
The Role of Environmental Stimuli in Shopping Evaluation and Responses

Summary/Abstract: The main objective of the paper is to explore the impact of store design factors on consumer behaviour and to indicate how the store design evaluations influence customers’ relationship to a particular store. In our research we explore the store design factors of shelf height and shelf layout. We examine both cognitive and affective information processing in shaping store preference framework. Empirical research was conducted using laboratory experiments with photographic images of store design. Data were gathered from a total of 240 respondents. Non-probability sampling in the form of convenience sampling was employed. Analysis of variance was employed to test the hypotheses. We conclude that both design factors investigated in the study are important determinants of repeat purchase intention, however with different effect on cognitive and affective level.

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