Influence of the different store ambiance indicator on supermarket

The result shows that the visual dimension had influence the respondents with the mean
of 3.58. It means that the influence of store ambiance condition based on the importance to the
respondents is consistently above acceptable level. It is very important to the customers in a
supermarket when it comes to the color, brightness, size, shape of the store. Aural dimension had
influence the respondents with the mean of 3.44. It means that the influence of store ambiance
condition based on the importance to the respondents is consistently meets acceptable level. It is
important to the customers in a supermarket when it comes to the volume and pitch of the store.
Olfactory dimension had influence the respondents with the mean of 3.51. It means that the
influence of store ambiance condition based on the importance to the respondents is consistently
meets acceptable level. It is important to the customers in a supermarket when it comes to the
scent and freshness of the store. As perceived by the respondents of different store ambiance
indicators, tactile dimension had greatly influenced the respondents with the mean of 3.82. It
means that the influence of store ambiance condition based on importance to the respondents is
consistently above acceptable level. It is very important to the customers in a supermarket when
it comes to temperature and air flow on that place. This result is supported by the study
conducted by Briand and Pras (2010), assessing the effect of the temperature on store
perceptions is of paramount importance, not only for the shoppers but also for the retailers and
employees. The authors found out that the temperature in should be kept from 68°F (20°C) to
74°F (23.3°C) to make customers feel more comfortable. The importance of temperature is rather
different than the other ambient factors because its impact is not easily recognized by customers
and the temperature factor can be affected by the others such as scent or color. Non-physical
elements can play a significant part in the feeling of thermal comfort even when the actual
temperature is not changed.

Briand, G & Pras, B 2010, ‘Lighting and perceived temperature: energy-saving levers to improve
store evaluations?’, Advances in Consumer Research, vol. 37, no. 1, pp. 312-318

Level of Impulse Buying Behavior of the Participants

Medium Level. Based on the result, among twelve items under this criteria, the participants had
an equivalent of medium level of impulse buying behavior with the mean of 3.45. It means that
this corresponds to impulse buying sometimes experience by the respondents. This result is
supported by the study of Kaur (2015), the respondents fall in the category of medium impulse
buying. Reversely, (Muruganantham & Bhakat, 2013) found out that buying sensations are the
emotions associated with the impulsive buyers and it was observed that consumers who had
positive emotional responses to the retail environment were more likely to make higher impulse
purchases. High impulsive buyers are likely to be unreflectived in their philosophy, to be
emotionally attracted to the object, an d to desire immediate gratification.

Muruganantham and Bhakat, 2013

G. Muruganantham, R.S. BhakatA review of impulse buying behavior
International Journal of Marketing Studies, 5 (3) (2013), p. 149

Kaur, S. (2015). The Impact of Demographic Factors on Impulse Buying Behaviour of Online
and Offline Consumers (A Case Study of Punjab, Haryana, New Delhi and Chandigarh) .
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