Influence of the different store ambiance indicator on supermarket

Tactile Dimension. Based on the result, the 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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