تأثير الجو العام في المحلات التجارية على الاستجابة السلوكية للمتسوق : دراسة ميدانية لبعض المحلات التجارية بمركز التسوق بارك مول سطيف

الملخص EN

The object of this empirical study was to examine the contribution of the effect of the store atmosphere (sensory marketing) on the behavioral response (Impulsive buying behavior) of the shopper.

A survey was accomplished and designed distributed it to shop-goers in the Park Mall Setif shopping center, and it reached (450) valid survey for analysis, and to test the hypotheses, simple linear regression analysis, one-way analysis of variance test (T-test) for two independent samples were used.

F-test for more than two samples, Post Hoc Comparisons test (ScheffeTest), was use using (Spss) program.

The most important result: The sensory marketing strategies applied in the shops affect the impulsive buying behavior of its visitors, and there are significant differences in the perceptions of shop visitors of the sensory marketing strategies applied in these shops according to age.

The study also recommended The need for the shops in the shopping center to take care of creating a comfortable sensory atmosphere for the shopper that provides a distinct experience while shopping and stimulates the behavioral responses of the shopper, including his impulsive buying behavior.

Taking into account the significant differences and differences between the demographic characteristics of shoppers, especially in terms of age, with regard to their perception of sensory marketing strategies, and taking into account these differences when preparing and designing appropriate sensory strategies