Short answer

Designers and marketers should prioritize creating sensory-rich and value-driven retail experiences that encourage emotional engagement and spontaneous purchasing decisions.

Field
Innovation & Markets
Source
DeReMa (Development Research of Management) Jurnal Manajemen (2018)
Method
Explanatory survey using structural equation modeling (SEM).
Sample
175 participants
Evidence
Strong effect

Strategic implementation of sales promotions and a well-designed store atmosphere can directly influence consumer motivation for enjoyable shopping experiences, leading to increased impulsive purchasing. This innovation & markets research insight is drawn from a 2018 study published in DeReMa (Development Research of Management) Jurnal Manajemen. Using Explanatory survey using structural equation modeling (sem). with 175 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize creating sensory-rich and value-driven retail experiences that encourage emotional engagement and spontaneous purchasing decisions.

Study
Innovation & MarketsHigh ImpactStrong effect

Sales promotions and store atmosphere significantly boost hedonic shopping motivation and impulsive buying.

Strategic implementation of sales promotions and a well-designed store atmosphere can directly influence consumer motivation for enjoyable shopping experiences, leading to increased impulsive purchasing.

DeReMa (Development Research of Management) Jurnal Manajemen · 2018

01

Key Findings

  • 01Sales promotion has a positive and significant effect on hedonic shopping motivation.
  • 02Store atmosphere has a positive and significant effect on hedonic shopping motivation.
  • 03Sales promotion has a positive and significant effect on impulsive buying.
  • 04Store atmosphere has a positive and significant effect on impulsive buying.
  • 05Hedonic shopping motivation has a positive and significant effect on impulsive buying.
02

Application

Design takeaway

Designers and marketers should prioritize creating sensory-rich and value-driven retail experiences that encourage emotional engagement and spontaneous purchasing decisions.

How to apply

When designing retail spaces or planning promotional campaigns, consider how visual elements, sensory inputs, and value-driven offers can enhance the shopping experience and encourage impulse buys.

Project actions

  • 01When designing a retail space, think about how colors, lighting, and layout can affect shoppers' moods.
  • 02Consider how different types of sales promotions (e.g., discounts, samples, loyalty programs) might influence purchasing decisions.
03

Method & Evidence

AimTo analyze the impact of sales promotions and store atmosphere on hedonic shopping motivation and impulsive buying behavior among hypermarket consumers.
MethodExplanatory survey using structural equation modeling (SEM).
ProcedureData was collected from 175 hypermarket consumers in Manado City via questionnaires utilizing a Likert scale. The relationships between sales promotion, store atmosphere, hedonic shopping motivation, and impulsive buying were analyzed using SEM with Lisrel software.
Sample175 participants
ContextRetail environment (Hypermart in Manado City).

Variables

IV["Sales Promotion","Store Atmosphere"]
DV["Hedonic Shopping Motivation","Impulsive Buying Behavior"]
CV["Consumer demographics","Type of hypermarket"]
04

Strengths & Limitations

Strengths

  • +Utilizes a robust statistical method (SEM) to analyze complex relationships.
  • +Provides specific examples of effective promotional tactics and atmospheric elements.

Limitations

The study relies on self-reported data, which can be subject to bias. The specific cultural context of Manado City might also influence the results.

Reliability & validity

The use of a Likert scale and SEM suggests an attempt at establishing reliability and validity, though specific measures like Cronbach's alpha or confirmatory factor analysis details would be needed for a full assessment.

Think critically

To what extent can the findings regarding 'sample giveaway programs' and 'in-store appearance' be generalized to online retail environments?

05

Design Principles

"The retail environment and promotional activities are powerful tools for shaping consumer psychology and driving purchasing behavior."

Understanding the psychological drivers behind consumer behavior is crucial for market success. This research highlights how tangible design elements and promotional tactics can be leveraged to create a more engaging shopping environment, ultimately driving sales through both planned and spontaneous purchases.

06

What This Means for Your Design

Making a store look good and offering freebies makes people want to shop more and buy things they didn't plan to buy.

How to use in your project

  • 1.Use this research to justify design decisions related to retail environments or promotional strategies, linking them to potential increases in sales or customer engagement.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that a positive store atmosphere and effective sales promotions significantly enhance hedonic shopping motivation, leading to increased impulsive buying behavior. For instance, 'sample giveaway programs' and appealing 'in-store appearances' were found to be particularly influential, suggesting that design interventions aimed at creating an engaging and value-rich retail experience can directly drive sales.

09

Source

DeReMa (Development Research of Management) Jurnal Manajemen

The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and Impulsive Buying Behavior in Hypermart Manado City

journal · 2018

View source

Questions About This Research

What does the research say about sales promotions and store atmosphere significantly boost hedonic shopping motivation and impulsive buying?
Designers and marketers should prioritize creating sensory-rich and value-driven retail experiences that encourage emotional engagement and spontaneous purchasing decisions. Evidence: DeReMa (Development Research of Management) Jurnal Manajemen (2018).
Why does "Sales promotions and store atmosphere significantly boost hedonic shopping motivation and impulsive buying." matter for design?
Understanding the psychological drivers behind consumer behavior is crucial for market success. This research highlights how tangible design elements and promotional tactics can be leveraged to create a more engaging shopping environment, ultimately driving sales through both planned and spontaneous purchases.
How can designers apply this research?
Designers and marketers should prioritize creating sensory-rich and value-driven retail experiences that encourage emotional engagement and spontaneous purchasing decisions.
What were the main findings?
Sales promotion has a positive and significant effect on hedonic shopping motivation.. Store atmosphere has a positive and significant effect on hedonic shopping motivation.. Sales promotion has a positive and significant effect on impulsive buying.. Store atmosphere has a positive and significant effect on impulsive buying.
What research method was used?
Explanatory survey using structural equation modeling (SEM). with 175 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2018 journal from DeReMa (Development Research of Management) Jurnal Manajemen.
What should I do differently in my next project?
When designing retail spaces or planning promotional campaigns, consider how visual elements, sensory inputs, and value-driven offers can enhance the shopping experience and encourage impulse buys.
What are the limitations?
The study was conducted in a specific geographical location (Manado City) and within a particular retail format (Hypermart), which may limit generalizability to other contexts or retail types.