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Register a new userThe effect of design elements in the atmosphere of Shop motivate consumer buying ى A field study on consumers in retail stores
أثر عناصر تصميم مناخ المتجر في تحفيز المستهلك على الشراء دراسة ميدانية على المستهلكين في متاجر التجزئة
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سامر المصطفى( باحث )
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يهدف البحث إلى تسليط الضوء على تصميم عناصر مناخ المتجر, و لفت انتباه المتاجر إلى ضرورة الاهتمام بتصميم المناخ بما يتناسب مع الحدث و المناسبة. و تشير نتائج البحث أن المتغيرات في تصميم مناخ المتجر مثل الموسيقى, و الألوان, و الإضاءة, لها تأثير إيجابي على تحفيز المستهلك على الشراء ( اندفاعية شراء المستهلكين), و إن تصميم مناخ المتاجر في مدينة دمشق لا يتم وفق دراسة دقيقة لاقتراحات و رغبات المستهلكين و خصائصهم الاستهلاكية, و يبحث المستهلك السوري عن تجربة تسويقية ممتعة و خاصة في المناسبات, و هذه التجربة تتناقل بين المستهلكين خلال فترة الحدث.
The research aims to highlight the design elements of the climate of the store, and drew attention to the need for attention to shops climate design commensurate with the event and occasion. According to the search results that the variables in the design of the climate of the store, such as music, colors, lighting, has a positive impact on the consumer to stimulate the purchase (impulsive consumer purchase), but the design of the climate of stores in the city of Damascus are not according to accurate study of the suggestions and desires of consumers and characteristics of the consumer, and looking consumer Syrian marketing for an enjoyable experience, especially on special occasions, and this experience circulating among consumers during the event period.
References used
Alpert, J. I., & Alpert, M. I. (1986). The Effects Of Music In Advertising On Mood And Purchase Intentions, Department Of Marketing Administration, College Of Business Administration, University Of Texas, Austin
Areni, C. S., & Kim, D. (1994). The Influence Of In-Store Lighting On Consumers Examination Of Merchandise In A Wine Store. International Journal Of Research In Marketing
Anant Jyotibadgaiyan, Does Urge To Buy Impulsively Differ From Impulsive Buying Behavior? Assessing The Impact Of Situational Factors , Journal Of Retailing And Consumer Services, 2015
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4 - There is a significant correlation between the of the sales promotion method used by the
departments of private hospitals operating in the Syrian coast and its ability to compete in the
health market.
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