Diseño del ambiente de súpertienda con estimulantes no visuales: efectos en la compra y el comportamiento emocional de los compradores.

Muhammad Asim Yasin; Faiza Sultan; Muhammad Nazam; Rana Shahid Imdad Akash; Muhammad Hashim; Jamil Ahmad

Muhammad Asim Yasin Department of management Sciences, COMSATS University Islamabad, Vehari Campus, Pakistan;
Faiza Sultan Institute of Business Management Sciences, University of Agriculture, Faisalabad, Pakistan
Muhammad Nazam Institute of Business Management Sciences, University of Agriculture, Faisalabad, Pakistan;
Rana Shahid Imdad Akash Faculty of Management Sciences, Department of Business Administration, University of Sargodha Women Campus, Faisalabad, Pakistan;
Muhammad Hashim Department of Management Sciences, National Textile University, Faisalabad, Pakistan;
Jamil Ahmad Department of management Sciences, COMSATS University Islamabad, Vehari Campus, Pakistan

Palabras clave: ambiente del supermercado, intención de compra, estado emocional, estimulantes no visuales

Resumen

El propósito de la investigación es investigar los efectos de los estimulantes no visuales en el comportamiento del comprador. La recopilación de datos fue de 330 encuestados. El experimento de campo se realizó en una supertienda con una técnica de muestreo por conveniencia para la selección de encuestados. La prueba post hoc y herramientas de regresión múltiple se utilizaron para el análisis de datos. La manipulación de estimulantes no visuales en la tienda mostró una respuesta positiva en la actitud del consumidor con respecto al nivel emocional y la intención de compra, mostrando éste más placer, felicidad y actitud estimulada con música de fondo. Se resaltan estimulantes no visuales como los olfativos y auditivos. Es el primer estudio en Pakistán que hace hincapié en estimulantes no visuales.

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