Tüketicilerin Mağaza Atmosferine Verdikleri Önem
Importance of Store Atmosphere for the Consumers

Summary/Abstract: Today, through point-of-purchase communication efforts, brands are trying to make a consumer's decision to buy. In this context, the store atmosphere, which is one of the elements of point-of-sale communication, is important for brands to communicate with consumers. For this reason, brands, while creating a store atmosphere, demographic factors such as age, gender, income status of the target audience should be thoroughly investigated and designed their stores by considering these variables. Today, the cosmetics market is growing rapidly. In this research, the importance of consumers to the atmosphere of cosmetics stores was examined. The main purpose of the research is to determine the difference between the demographic variables (age, gender, marital status, etc.) of consumers and their importance points to the store atmosphere. In this context, a face-to-face questionnaire was applied to 320 participants. According to the data obtained by the Anova method, there is a difference between some demographic characteristics of the participants and the importance of store atmosphere for them.

• Details
• Contents