Explore the role of sensory factors in the shopping experience

Abstract EN

The research's main objective is to explore the effect of sensory factors such as music, ambient fragrance, colour and light on consumer's experience inside a store.

The researchers follows a qualitative methodology including observation and a semi-structured interview using the N'Vivo11 software and the sphinx IQ2.

The results reveal that consumers are sensitive to sensory factors.

Light and colours influence perceptions and promote approaching behaviour.

The sound atmosphere creates pleasure and influence their perception of time spent in the store.