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Qualitative Market Research: An International Journal
Technique of collage for store design atmospherics
Amel Dakoumi Hamrouni Maha Touzi
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Qualitative Market Research: An International Journal, Vol. 14 Iss 3 pp. 304 - 323
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Technique of collage for store
design atmospherics
Amel Dakoumi Hamrouni and Maha Touzi
Higher Institute of Management-Sousse, University of Sousse, Sousse, Tunisia
Abstract
Purpose – The purpose of this paper is to analyze the holistic perception of the customer vis-a-vis the
creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of
the factor of atmospherewhich a distributor mustprivilegeto satisfy the expectationsofcurrentcustomer.
Design/methodology/approach – To this end, a qualitative exploratory survey based on the
technique of collage has been carried out with a sample of 30 individuals. The information were
collected through the drawings and the technique of “complete the following sentence”. The collages
were analyzed using a holistic approach.
Findings – The results show that the new customer refers to all the stimuli of the environment of
purchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particular
the distributors, must direct the atmosphere of their store towards the vectors of attraction,
gratiﬁcation and distraction.
Research limitations/implications – The projective technique of collage made it possible to go
further than a declaratory matter collected by questions about the concept of the environmental
factors. Indeed, in spite of the limited number of the individuals relied upon for the study, the images
that were stuck on paper were enriching and made it possible to explain what evokes for the consumer
the concept of “ideal store”; his feelings or his hidden emotions.
Practical implications – From a managerial point of view, the noted results can give way to a
signiﬁcant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of their
business, the persons in charge should follow this practice by considering the atmosphere as a sum of
factors which should be managed in a coherent and harmonious way and not in an intuitive way; thus
constitutingsources of creation of value for the consumer. Inother words,the distributorsmustimplement
the factors necessary to generate the comfort of purchase as well as the pleasure of consumption.
Originality/value – This paper is distinguished compared to the majority of the researches undertaken
on this subject. It proposes an indirect qualitative study (projective study) making it possible to certify the
passage of the consumer from an atomized vision towards a holistic vision including informing the
distributorsontheatmosphericcomponentsmostadaptedtothenewrequirementsofthecurrentconsumer.
Keywords Factors of atmosphere, Emotion, Holistic perception, Projective technique of collage,
Store ambience, Consumer behaviour
Paper type Research paper
1. Introduction
A “pleasant”shopping environmenthas become the criterion, impossible tocircumvent, in
order to attract and make a client faithful. This criterion took over other factors like
products, prices and promotions. The current consumer has a personality marked with
sensitivity to various types of subjective reactions such as pleasure, loyalty, etc. So, he no
longer makes his choice based solely on the product’s characteristics. The client can also
experience emotions, feelings and phantasms during his experiment of storing; his
perception has changed, it has moved from a utility vision based on information towards
a hedonic vision where the real environment can cause emotional and behavioral answers
of approach or escape related to the store.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1352-2752.htm
QMRIJ
14,3
304
Qualitative Market Research: An
International Journal
Vol. 14 No. 3, 2011
pp. 304-323
q Emerald Group Publishing Limited
1352-2752
DOI 10.1108/13522751111137523

Taking into account such a report, a very particular attention must be granted to the
creation of a pleasant environment of purchase and to the development of an atmosphere
suitable for and associated to the store. For that purpose, the distributor must mainly
seek to be distinguished by the way in which he puts the goods or services proposed in
his sale point. He would thus defend the environmental identity by offering the
customers the possibility, via the atmosphere of the store, of living a gratifying
experience at the time of during their visits (to enjoy unforgettable moments, to divert
oneself while carrying out one’s shopping [. . .] (Chebat and Turley, 2002). Recent
research has been interested in studying the influence of only one atmospheric variable
on the customer’s behaviour giving place to contrasted and sometimes contradictory
results (Maille, 1999, 2001, 2003; Areni and Kim, 1994; Dauce´, 2000; Rieunier, 1998, 2000;
Yalch and Spangenberg, 1990, 2000; Ben Dahmane Mouelhi and Choura, 2006; Ben
Dahmane Mouelhi and Touzani, 2003; Filser, 2003; Lemoine, 2002, 2003, 2004). [. . .] But
very few studies have been taken into account the holistic perception of the consumer at
the point of sale (Bitner, 1992; Lemoine, 2003) and even less his total perception vis-a-vis
the ideal store. This research tries to fill this gap through a projective study based on
the technique of collage. It shows that the perception of the consumer has moved from
a utility vision towards a hedonic vision and that when the latter enters a store, he
perceives the atmosphere in a holistic manner seeking the presence of both the physical
and social environmental factors that answer his expectations; an environment of sale
filled with sensory stimuli likely to evoke emotions and to generate a certain hedonic
gratification. This leads us to set about the following problematical issue.
What are the factors of atmosphere which a distributor must privilege to satisfy the
ambitions of the current client?
The objective is to understand holistic perceptions of the current consumers vis-a-vis
the concept of ideal store. From a managerial point of view, this research informs the
distributors about the factors of atmosphere which have an effect on the emotional
reactions of the consumers the most thus allowing them a better control and exploration
of those factors during the creation of their sale point. A combination of these factors will
make it possible to create this ideal store evaluated by the greatest number of customers.
For that, thisresearch isstructured in two parts: the first providesa reviewof literature
on the development of the consumer’s behaviour and on the concept of atmosphere at the
sale point. The second focuses on the methodological aspects of the study and its results.
2. Conceptual framework of the research
2.1 The passage from cognitive to experiential
The concept attitude is defined as a mental state of an individual; a predisposition
learned to answer an object in a way that is constantly favorable or unfavorable. It is
regarded as the best preacher of the consumer’s behaviour by the majority of the models
of analysis (Dubois, 1994). This concept reveals three dimensions namely, the cognitive,
emotional and conative dimensions (Lavidge and Steiner, 1961). Nevertheless, certain
researchers reject the tripartite structure of the attitude and suggest a structure with
two components. Indeed, the work of Zajonc and Markus (1982) like that of Hirschman
and Holbrook (1982) insists on the independence of the emotional dimension from
the cognitive one in the decision-making process of the consumer. Zajonc and Markus
note that people declare a preference towards a product or service without quoting
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or justifying its advantages. In this case, the decision-making process of the consumer is
represented in the following form:
Emotional ! Conative
The authors suggest, for that, a certain number of characteristics for emotional
dimension:
(1) This dimension forms an integral part of the decision-making process of the client.
(2) It presents a character of instantaneity.
(3) It is dominant compared to cognitive dimension in the decision-making process
of the customer.
(4) It does not require any effort from the consumer considering his automatic
participation in the decision.
(5) The results of this dimension are irrevocable.
(6) Its nature is holistic.
(7) Its consequences are easy to understand and to communicate.
The work of Hirschman and Holbrook (1982) also emphasizes the notion of
independence. The experiential paradigm has come to frustrate the dominating model
of data processing while being interested in the symbolic, hedonic and aesthetic nature
of the consumption. Beyond the acts of purchase and consumption, the individual can also
experience emotions, feelings and phantasms. This experimental prospect comes under
a phenomenological spirit and considers consumption as a subjective and primary act
which includes a variety of symbolic meanings, hedonic answers and aesthetic criteria.
2.2 Towards the creation of an environment of purchase based on a hedonic vision
Currently, the evaluation of the consumer is mainly justified by the search for hedonic
gratification rather than the search for information and the optimization of the choice
(Zajonc and Markus, 1982). Its essential goal is to maximize his pleasure during the
consumption since it is not the choice of the product that is likely to meet best his
functional needs. At this stage, we no longer speak about a simple act of purchase, but
rather of an experience of purchase: one moves thus from a pure utility aspect where
the customer finds the wished product, towards an increasingly hedonic aspect whose
purchase reflects the pleasure, the enjoyment and the emotional richness rising from
the experience of shopping. In this case, purchasing becomes much more valuable.
Indeed, the customer, because of stress and routine, is sensitive to the
gratifying, subjective and symbolic characteristics of the service, he seeks to be
gratified by psychological and emotional appreciations and he refers to this felt state to
release evaluative reactions enabling him to be favorable or unfavorable. He wishes
in conclusion to integrate this emotional information in its various decision-making
processes. For that, it is imperative for the distributors to explore the advantages
perceived by the customers. The sector of distribution must be marked by a series of
corrections of its strategies in order to satisfy the new consumer who leads to
recommendations of re-enchantment of the offer of a sale point.
2.2.1 The passage from a utility vision to a hedonic vision. Several terms are
used to indicate the new consumer: “chameleon consumer”, “hedgehog consumer”
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or “adult consumer” (Cova and Cova, 2004). The current client is “indifferent”. He gets
bored with the homogenization of the offer as he is seeking an ultimate differentiation. His
behaviour has radically changed, it has been perceived as an emotional being in the search
of significant experiments which can procure him the interaction with the products
(Holbrook and Hirschman, 1982).
The current client seeks to live experiences and affirms his existence, marks his
difference and his personality with complete freedom. Pleasure and entertainment
interest him more than the choice of the product (Hirschman and Holbrook, 1982).
In other words, the current customer wishes to find a new experience. It would rest on
privileging authenticity (Camus and Maille, 2004), quenching the thirst for innovation,
guaranteeing the escape from the ordinary, developing social bonds at the time of
purchase and seeking a convivial atmosphere. This experience represents a true
life-based results on the rediscovery of an imaginary one and the finding out of a history,
a place (Kate Debevois, 2007), and a whole set of affiliations. Indeed, towards an
increasing homogenization of the products and services, the customer seeks to carry out
grouped purchases and gives more importance to the choice of the store allowing him to
assert a hedonic gratification, to live unforgettable and built-in moments calling upon all
his senses (sense of smell, vision, hearing, touching and taste). Thus, he seeks to enrich
his storing acts and to be enchanted not only by information acquired about a product or
service but rather by the environment of purchase in which he finds himself
(Bourgeon and Bouchet, 2007).
In other words, the current client wishes to make experiences of immersion in a
thematized context; an enclosed and secure context that differs from his daily life
enabling him to discover another personality until now ignored rather than meet simple
products or services. His requirements extend towards and are expressed through a
romantic movement of change, imagination and bright times. That is another way of
living which privileges a state of extreme emotional excitement opposed to the plain
routine of everyday life (Cova and Cova, 2004).
2.2.2 An evolution towards experiential marketing. Experiential marketing tries to
fill the insufficiencies of the traditional marketing which presents for its part only an
analytical, rational and mechanic vision of the products, the competitors and the
consumers. Indeed, traditional marketing starts from the principle that the customers
evaluate the functional characteristics of the products, compare them, and make their
choices according to the adequacy of the product to their needs. It also considers that
competition is exerted especially inside narrowly defined categories of products and
consumers as rational agents: their decisions of purchase correspond to several reasoned
stages. Experiential marketing, on the other hand, sticks to the experiences lived by the
customer. These experiences have sensory, emotional and relational dimensions not
only functional dimensions. It tries to analyze the situation of consumption as a whole;
then, checks the adequacy of the products to the expectation of the customers as well as
the way of conceiving them, packing them and developing them in a commercial
environment to make them more attractive. In this context, the customer more readily
lets himself be guided by his impulses and his emotions than by the reason.
Thus, the experience becomes a new category of offer necessary to integrate into the
strategy of the creation of an ideal store, different from the rivals’ as it answers the
new requirements of the postmodern qualified consumer “Chameleon” (Ochs and
Re´my, 2006).
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Hirschman and Holbrook (1982) have defined experiential consumption as:
“a subjective state of conscience, accompanied by a variety of symbolic significance,
hedonic answers and aesthetic criteria”. According to Filser (2001), developing a
positioning experiential of a store aims at:
Getting for the customer an intrinsic value derived from a gratifying hedonic experience of
leisure and social interactions, being based either on tangible elements of the offer, or on
symbolic dimensions.
Babin et al. (1994) have also considered that storing can be also a source of pleasure.
In addition to the utility of its value, the act of storing has an emotional quality,
a reflection of the experience lived by the customer at the time of his achievement.
Plichon (1998) has showed that introducing the consumer’s emotional state into the sale
point improves the explanation of the process of satisfaction, which is a result of the
interaction between the individual and the service. It is not any more the result of a
calculation, but also the product of an experience. The physical environment which
was at the beginning a support for the offer, becomes itself the offer as such.
Theartofexperientialmarketing isthustocreatea strongemotionalfeeling,a positive
attitude making it possible to allure consumers to frequently return to a sale point. This
can be carried out only by the attachment which the customers feel for the store and
which can be either weak or extreme. This staging of the individual in a symbolic,
spectacular and extravagant environment of purchase seems unavoidable, making it
possible to draw his attention and encourage him to attend this store more often.
The paramount objective of a distributor fits much less in a prospect of
transactional marketing thus it is based primarily on the creation of a pleasant context
making it possible for the customer to live an experience (Mapes, 2007).
Applying former methods no longer renders results. The time when one bought a
product for its simple objective value is gone. So the distributor must propose
a personalized relationship to the client thanks to the supplements which make a
difference. For that he should:
. associate points of sale with lively spaces to which customers would prefer to
return because they generate in them positive emotions (Lemoine, 2004);
.
answer the customers’ expectations as far as interactions are concerned, on the
one hand, with the staff and other visitors, on the other hand, with the
adjustment of the space of sale (factors of animation and design); and
.
increase the satisfaction degree of the customers with respect to the points of
sale.
Thus, the new advanced methods that a distributor must currently take into account is
to dramatize the offer of his company through the atmosphere which must be
approached starting from three factors: ambient, design and social factors (Lemoine,
2003) in order to enhance the necessary regular visits of the new consumer and to stress
the importance of souvenirs. In addition, Pine and Gilmore (1999) affirm that the sale
point must be seen like a play, a script and a performance by calling upon all the senses.
Thus, the distributors must proceed to render their sale point a place of production of
experiences in order to be impregnated with its new characteristics and move more and
more from the sale of products to the sale of experiments to the consumers with an aim of
being different from the competitors.
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3. Need for the implementation of an environment of purchase based on the
design of the atmospheric factors
3.1 Definition of the atmosphere
The factors of atmosphere have, during the last years, occupied an increasingly
significant place in research marketing (Anand and Holbrook, 1990; Dubois, 1996; Babin
and Attaway, 2000; Lemoine, 2005). This can be explained first of all by the difficulties
met by those in charge to predict effectively the behaviour of the individual using
traditional tools for analysis (attribute of the products and profile of the customers).
Lemoine and Alebertini (2000) were able to confirm that the environmental variables can
be considered as marketing tools likely to help the distributors in their policies of
referencing as well as in the making of the universe of sale within the store. In addition,
their analysis also tends to prove that the emotional states of the individuals at the time
of the choice influence the weight granted to the attributes of the property. Consequently,
the emotions felt by the subject at the time of purchase should be taken into
consideration by the distributors. Among the multitude of the definitions presented in
the literature, we chose those of Rieunier (2000):
The term of atmosphere of the sale point refers to all the elements of the store which can be
controlled in order to influence the emotional, cognitive, physiological and/or behavioral
reactions of the occupants (as well consumers as employees). These elements can be handled
and include stimuli of animation such as the color, the odor, the music, the light, and the
matters, as well as the relationship employee-customer.
From this definition, we can conclude that the atmosphere is a whole with multiple
facets, composed of multiple factors which can be handled, in order to support certain
emotional effects in the purchasers being able to communicate impressions of
excitement, dynamism or relaxation. Among these factors, we find the tactile factors
(temperature and moisture), auditory (music and noise), gustatory (offered tastings and
products), olfactory (odors and perfume), visual (colors, light and architecture) and social
(contacts with the employees and density of customers). These factors were classified
according to several typologies. The most quoted and referenced by the researchers is
categorization according to ambient, design and social factors (Baker et al., 1992;
Berman and Evans, 1995; Turley and Milliman, 2000; Dauce´ and Rieunier, 2002;
Mkhinini, 2002; Baker et al., 2002):
.
Ambient factors. In fact, environmental intangible elements tend to affect the
senses of the individuals. Among these factors, one can mention music, the quality
of the ambient air, perfume and cleanliness.
.
Design factors. They are the visual stimuli of the internal and external
environment. They can be aesthetic (architecture, materials, the form, style,
accessories and decoration) or functional (installations, comfort and signaletique).
These factors have a positive impact on the emotions of the customer. What will
tend to favour a decision of purchase?
.
Social factors. They indicate the human component. They relate to the occupants
of the space of sale (customers and employees) and more exactly their numbers,
their kindnesses, availability, courtesy and their behaviours which can affect the
perception and the behaviour of the individuals.
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3.2 The modeling of the effects of the atmosphere of a sale point on the reactions of the
consumers
Several theoretical models tried to explain the impact of the environment of purchase
on the answers of the consumers (Belk, 1975; Mehrabian and Russel, 1974; Kotler,
1973/1974; Bitner, 1992; Dauce´ and Rieunier, 2002); each one proposing a unit of
situational variables likely to influence their behaviour.
The idea according to which the atmosphere can influence the behaviour of the
individuals goes back to psychological environmental research in 1920. The first work of
the psychologists on the variables of atmosphere concerns the influence of light
(Luckiesh, 1924), sound (Morgan, 1917; Gatewood, 1921) or color (Davison, 1918; Pressy,
1921) on the reactions of the individuals in their environment of work. In marketing, the
first reflexion on this subject is attributed to the French Researcher Guy Serraf, who, in
1963, wrote an article on the influence of the musical animation on the customers’
behaviour in store. A few years later, and in the context where an increasing recognition
of the limitations of the explanatory power of the individual characteristics on the
purchaser’s behaviour was ever proved, Belk (1975) worked out a broader framework of
reflexiononthesumofthevariables which caninfluencetheconsumeratthetimeofthese
purchases. Also, the work of the psychologists Mehrabian and Russel (1974) and Kotler
(1973/1974) appeared advancing the idea that the atmosphere of the sale point could
represent a marketing tool able to influence the emotional answers of the individuals
(Paradigm PAD). Thereafter, in the 1990s, Bitner proposed a much more exhaustive
model of the influence of the situational variables on the reactions of the customers by the
integration of the reactions of the employees. Finally, Dauce´ and Rieunier (2002) worked
out complementary models for better seizing the role of the atmospheric factors on the
answers of the consumers by integrating individual moderating variables.
After this short historical review of principal models, we notice that each model has its
own characteristics: Kotler (1973/1974) and Mehrabian and Russel (1974) propose two
modelsexplainingthe bondbetweenthe atmosphere ofthe salepointandthe behaviour of
the consumerinstore.Bitner (1992)insistsontheidea thatthe same physical environment
which influences the consumer on an emotional, cognitive and physiological way can also
affect the staff of sale by causing a behavioral reaction. Dauce´ and Rieunier (2002)
integrate other variables such as the individual characteristics (e.g. personality, threshold
of sensory detection, attention paid to the factors of atmosphere, etc.) and situational
characteristics (e.g. moment of purchase). They take into account, in their model, only
positive reactions of approach. They also choose to integrate the cognitive reactions such
as “inference” and “evocation” instead of those of belief, categorization and symbolic
significance used by Bitner.
For the application of these models, several former researches have shown the effect
of only one atmospheric factor on the emotional as well as the behavioral state
(atomized manner). Studied dimensions are either of a sensory nature, social or relating
to the physical design of the sale point:
.
sound (vocal) dimensions (Sibe´ril, 1994; Rieunier, 1998, 2000; Ben Dahmane
Mouelhi and Touzani, 2003; Morrisson, 2003);
.
olfactive dimensions (Knasko, 1992, 1993; Spangenberg et al., 1996; Chebat and
Michon, 2003; Lemoine and Bonnin, 1998; Dauce´, 2000);
.
social dimensions (Dion, 1999; Eroglu and Machleit, 1993);
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.
visual dimensions (Meer, 1985; Areni and Kim, 1994); and
.
tactile dimensions (Baron and Bell, 1976).
However, it proves that the influence of the atmosphere of the sale point on the
consumer’s behaviour must be approached in a holistic way starting from the sum of
these factors, each one of them acting so much on the emotions (pleasure felt at the time
of his visit and degree of wakening inside the store) and on the actions undertaken by
the consumer (attendance time and amount of purchase carried out). The objective of
the empirical part and more precisely of the projective technique of collage allows the
determination of the factors of atmosphere that answering the most the new
expectations of the Tunisian consumers.
4. Methodology of qualitative research: projective technique of collage
4.1 Presentation of the method
The atmosphere has been studied according to various methods such as talks and
quantitative studies. Rare are the studies using the deductive method and more precisely
the projective technique of collage having for goal to determine the new vision of current
clients and to present the atmospheric factors inciting the consumer to attend a sale
point. Quite often this technique consists in observing and analyzing at the unconscious
level the individual motivations of a given topic: values attached to some notions
(pleasure, the well being, comfort, etc.): the customers feel more confident when it is a
question of handling photographs or images rather than resorting to words.
The projective technique of collage permits a good understanding of customers, thus
allowing the discovery of unconscious significant information, the exposure of unusual
behaviours and ways to structure quantitative studies. Such method calls upon the
capacity of the survey participants to create scenarios while drawing or sticking images
drawn from the magazines. It makes it possible to avoid any bias. It is also characterized
by the importance given to the imagination of the survey participants and consequently
the richness of the analysis which would result from it (Vignolles and Bonnefont, 2007).
The projective methods correspond for Guelfand (1989) to the second generation of
qualitative study whose postulate is that “of the unvoiced”. Compared to the classical
qualitative studies like “Focus Group”, for example, a fundamental difference is noted by
this author: in the projective studies, the group is not regarded as “a collection of
individuals” but taken “as the same individual”. Consequently, “the analysis relates to
the contents divided by the same public target, on the same arising problem”.
The objective of our study is to project the opinion of each consumer starting from
magazines in order to identify the factors of atmosphere requiring more attention for a
distributor. For that, we have based our study on a sample of suitability belonging to
non-probabilistic sampling. The elements of the population are selected according to
the judgment of persons in charge of studies. This type of sample is possible for the
exploratory studies having for goal to discover the new opinions, perceptions and
expectations of the clients relating to a well-defined concept. The projective technique
and more specifically the technique of collage need two elements to be carried out
under the best conditions: time and space from where the recourse to a sample of
suitability with a reduced number of the consumers is required for reasons of speed
and praticity.
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4.2 Unfolding of the study
Our study included the observation of 30 individuals living in Tunis and who are regular
visitors of the “Geant” supermarket. The choice to carry out our research while taking as
reference this company of distribution can be attributed to several reasons: an excellent
strategy which aims at emphasizing the offer using a specific atmosphere, its modern
style alluring the Tunisian consumer, the concept of self-service, the fitting of space as
well as the diversity of the products. The study was thus carried out in residence where
we distributed 80 magazines and put at their disposal various utensils (glue, scissors and
pens) while asking them to express themselves on the subject through the images. This
made it possible to better represent forms and images to a subjective universe made up of
feelings, desires, needs and dreams. The instructions were on what evokes for the
consumers “an ideal point of sale” and on what they wish to find in a store when they go
shopping, starting from the images and words cut out in the distributed magazines.
Three hours have been given to represent “the ideal store”. In order to better understand
their choice of images and to facilitate their analysis, the need for their comments is
crucial since the interpretation of a collage can be dissociated only starting from the
people who created it. For that, the integration of the technique of the sentences to be
completed is necessary. Thus, a second question was also required concerning their
desires “When I plan to go shopping in a department store, I wish to find [. . .]”; but this
time the answer was verbalized in order to collect their comments for each image as well
as for various information and justifications of the principal and secondary elements
describing this concept. To avoid such a problem of repetition of the ideas, of 30 collages
we kept only 20 images. These collages made it possible to the survey participants to
project their opinions, hidden attitudes and feelings concerning “the ideal store”.
4.3 Analyze results and discussion
The information collected through the drawings and the technique of the sentences to
be completed is studied by analogy with the analysis of contents of qualitative study
(Tissier-Desbordes, 2004) which consists of a classification into principal topics (P) and
in secondary topics (S) (frequency of representation of the image) of collected
information. A horizontal and vertical analysis has been carried out (Bonnefont and
Erraja, 2006). The horizontal analysis, which consists of a total reading of collages, has
enabled us to raise the principal topics relating to the variables of atmosphere whereas
the vertical analysis, which consists of a more detailed reading of collages, has enabled
us to raise and to interpret the significance of each variable of atmosphere represented
such as colors, hedonism, innovation, directions, culture, quality, etc. and to appreciate
the frequency of representation as schematized by the axis of Figure 1 (Table I).
The results showed that the holistic perception of the today’s client is focused on:
.
change, discoveries and animation;
.
strong feelings;
.
the comfort of purchase;
.
pleasure to consume;
. the satisfaction of his emotional and psychological needs and amazement;
.
a good social bond: kindness and availability of the employees and their
cheerfulness;
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. a pleasant atmosphere: whether aesthetic design (architecture, color, nature,
decoration, etc.) or functional (merchandising, descriptive, etc.);
.
time saving;
.
a good theatrical scenery; and
.
the good quality of the products, the known trademarks.
The purchases of the consumer are thus accompanied with a hedonic value dictated by
pleasure, unconcern, freedom and recreation. Following the answers of the customers,
we enriched the dimensions retained by Baker et al. (1992) as follows:
(1) The surroundings factors consist of the colors, the lighting, the music, the odor,
the tactile and gustatory factors. The current consumer asks for a degradation of
colors (red, blue, yellow, green, orange, white and pink) and a good choice of them;
various levels of lighting; a well-known music, where it is a question of avoiding
the broadcasting of a high volume; the presence of perfume, a good odor with an
avoidance of mixing the odors; to be able to ﬂip through product booklets turning
and to taste the new products before the purchase.
(2) The physical support facilitates comfort, for example, by an electric elevator
available for the individuals like for the carriages, decomposition in stands
facilitating the way and the distinction. The physical support also consists of
the design, formed by elements of decoration: wall decoration in relation to the
exposed products, ﬂowers and natural plants outside as well as inside; a clean
point of sale, spaced and well presented, a rather broad space between the rays
allowing space management. The current consumer wishes there is in his store
more cash desks and cashiers in order to avoid crowd and stress.
(3) The social factors are related to the good communication between salesman and
customer: information and booklets, availability of the representatives,
exchange of information, discussion of new offers, reception and cheerfulness
Figure 1.
Scale of frequency
Hedonisme (19)
Innovation
Sense (18)
Bond (16)
Decoration (20)
Animation (15)
Culture (12)
Nature (14)
Time (11)
Quality (10)
–
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Topicsand
numberCollagesandquotationsSentencestobecompleted
Frequencies
(P/S)Significances
Environment/
factors
Degradationofthecolors
Light/candles
Tofindastorewithadegradationof
thecolors,variouslevelsoflighting
20Variationofthecolorsandlightingarea
simulativefactor
Theseelementsmakeitpossibletocreatea
specificatmosphereandanintimacywith
thecustomers
Environment/
design/sense
Thevisual:colors:red,blue,
yellow,green,orange,white,and
pink“tochooseWell,itisto
succeed”
Thesound:musicians,musical
instruments
Theolfactive:thepresenceofthe
perfumes(MissDior,etc.),a
womansmellinglemonade;
Thedetergent“comfort”
Thegustatory:awomandrinking
Thetactile:thetwohands,aspoon
Thevisual:toobserveagood
landscape,tofindanadmirabledesign,
remarkableandsuchabeautifulone,a
goodchoiceofthecolors
Thesound:tolistentoknownmusic,to
avoidthediffusionofaloudvolume
Theolfactive:tofeelagoododor,to
avoidthemixtureoftheodors
Thegustatory:totestthenewproducts
beforethepurchase,toreassure
Thetactile:toturnoverthebookletsof
eachproduct
18Theindividualhasanature’sneedfor
aesthetics:itisanexistentialneed
Oncetheprimaryneedsaresatisfied,the
individualstartstoseekthebeauty,the
choiceofthecolors,oftheforms,themusic,
theodor,etc.whichconstituteallofthe
factorsofsuccessandmaturity
Theconsumertriestoanalyzethesituation
ofconsumptionasawhole,thenchecksthe
adequacyoftheproductstohis
expectations
Thefivesensesarecloselylinked.Theyall
takepartthehumanperceptivesystemin
Physical
support/
comfort
Anelectricelevatoravailablefor
theindividualsasforthecarriages
Externalarchitecture(theform)
Thedecompositioninstands
allowsthefacilityofthewayand
thedistinction
Tofindastrongautonomycomparedto
theotherpointsofsale
Todiscoverthestands
Tofindauniverseincentivetovisitthe
stands
20Thecurrentconsumerprefersthecomfortof
purchaseandthepleasure
Thedecompositioninstandsconstitutesa
changemakingitpossiblefortheclientto
spendmoretime,tofindandchooseeasily
hisproduct
Physical
support/
adaptationto
thenew
consumer
Avideoroomforchild
Fortheyoungpeopleandadults:
sportshall,restroom,spectacle
ReadingroomenrichedbyCDand
magazines
Tofindagameroomforchildren
Nurseryinordertocarryoutthe
purchaseswithoutbeingstressedby
thebabies
Awomanflutteringabook,books
Toreadthenewspapersandthebooks
15
12
Toenvisagespecificphysicalsupportsby
generationinordertodistressthecustomer
Tofacilitatethepurchase/thevisit
Goingbeyondthemissionofstore:thenew
storeisaspaceofleisure,play,rest,of
spectacle,culture,etc.
(continued)
Table I.
Collages analysis
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Topicsand
Frequencies
(P/S)Significances
Design/
decoration
Water
Walldecoration
Vases
Tofinddecorationsinrelationtothe
exposedproduct
Tofindastorewithamuraldecoration
Aspecificatmosphere
20Abetterinternalorexternaldecoration
makestheconsumermoreatease,merry,
stimulated,gratifiedbypsychological,
symbolicalandemotionalappreciations
ratherthanbyfunctionalappreciations
Design/nature“Wearelivingincreasinglyold
andwewanttoliveinharmony
withthealiveworldwhile
remainingingoodhealth”
“Nature,itisoursourceof
inspiration”
Flowers
Plants
Tofindflowersinordertofeelyoung
andingoodhealth
Tofindvegetationsinoutsideasin
interior
14Natureisafactorproducinghumanism,the
motivation,theneedtoliveinharmonywith
thealiveworld,freshness
Natureisaprincipalfactorofwellbeingand
satisfaction
“Theplant”answersthedevelopmentofthe
imageofthecompany
Naturaldecorationisameansofpresenting
oneselftoothers
Design/
managementof
spaceandtime
Ratherbroadspacebetweenthe
rays
Watches
Aratherlargespacewithanaimof
avoidingcrowd
Tofindapointofsaleclean,spacedand
wellpresented
Toavoidrushatthecashdesk
20Qualityandspacemanagementmakeit
possibletoimprovethedesign
Thecurrentconsumerwishestohavemore
cashdesksandcashiersinordertoavoid
thecrowdandthestress
Socialfactors/
animation
Animatorforchildrendealswith
them,ratherlargeandcovered
space(horse-gear,nursery,clown)
Gifts
Thebestandpleasantanimation15Toadaptanimationtothegenerations
Thefrequentationofastandisrelatedtothe
plays
Theofferofgifts(trips)constitutesmeans
ofsupport,supportandstimulation
(continued)
Table I.
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315

Topicsand
Frequencies
(P/S)Significances
Socialfactors/
communication
Informationandbookletson
behalfoftherepresentatives
Toexchangeinformation
Todiscussnewoffers
Agoodcommunication
16Theavailabilityoftherepresentativesto
giveindicationsandtoofferbooklets
containingtheinnovationoftheproducts
helpstheclientinitschoice
Theinformationhelpsinthedecision
makingofpurchase
Socialfactors/
reception
Thereceptionoftheemployees“to
feelathome”
Thesmileoftheemployees
Tobeaccommodated
Thesmileonbehalfoftheemployees
16Thereceptionconstitutesanessentialfactor
incentivetheclienttooftenattendastore
Thelatterwishtoimmerseinauniverseat
thesametimefamiliaranddifferentfrom
theirdailylife
Theyprefertofeelwellandatease
Socialfactors/
interaction
withthe
customers
Twowomensharingpleasant
moments
Tobeaccommodated16Therelationsofconcomitanceimprove
perceptionofthestore
Thesmile19
Discovery/
change
“Itisthemomentofthechange”
“tothinkWell,createwell”
Thepresenceofthenewmenus
Todiscovernewthingstobefilledwith
wonder
Tofeeladifferentiation
20Thediscoveryconstitutesadominating
factorincentivethecurrentconsumerto
oftenattendapointofsaleandthe
distributortobedifferent
Product/
quality
“Certification”
“Toknowbeforebuying”
“Thebest”
“Thenew”
Variousmarksofperfumes
(ChristianLacroixGucci,Boss,
etc.)
Thesaleoftheproductsofluxury:
cars,jewels,foreignproducts
Attractingarticles
Tofindthechoiceinordertobenefit
fromthebestoffer
Goodproductswithagoodquantity
Tofindproductsofluxury
10
20
Thebestandtheinnovationoftheproducts
attracts
Thetrademarkandthestandardconstitute
anelementessentialforthecurrent
consumersincitingthemtoattendapointof
saleandtochoosetheproduct
Theclientpreferstheencouragementof
purchaseofaproductofluxury
(continued)
Table I.
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Topicsand
Frequencies
(P/S)Significances
Product/
communication
Indicationoftheprices
Goodinstallationoftheproducts
20Agoodinstallationandappearanceof
products
Thegoodinstallationoftheproductsas
wellastheindicationofthepricesmakesit
possibletothecustomerstogoandsee
directlyandcomfortablytheexposed
products
Thegoodappearanceoftheproductsmakes
theconsumermoreatease,merry,
stimulated,andgratified
Consumption/
hedonism
Womenwhodance,wishingto
escapefromreality
“Theluxuryoffreedom”
Thecomfortofpurchase
Pleasuretoconsume
Nottobelockedup
Toforgetthedailyconcern
Toraiseone’sspirits
Togetmoreexpensiveinordertoget
pleasureandnottomeetutilityneeds
Toenjoysoftmoments
Tobefilledwithwonder
Toliveastrongexperience
Tofindanalivestore
Tofeelmerry
Tofeelateaseandprotected
Anefficientandfastvisit
19Consumptionisregardedasprimarilya
subjectivestateofconscienceaccompanied
byvarioussymbolicsignificancesand
hedonicanswers
Theconsumerisnotconsideredanymore
asarationalbeingwithspiritandreasons
butassomeoneholdingemotionsand
feelings
Table I.
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317

of the employees. These factors are also related, for example, to the presence of
animators for children. They include also the interaction between the customers
willing to spend pleasant moments. Moreover, two dimensions were identified:
.
The first ones are related to the quality of service: certification, better
quality, innovation, well-known mark, foreign products, choice and quantity.
.
The second ones are related to the communication produced: indication of
the prices, a good installation as well as the appearance of the products
(merchandising).
Also, the results made it possible to show the effect of the factors of atmosphere on
the emotions and the behaviour of the consumers. The variation of color and
lighting constitute, particularly a stimulating factor thus creating a specific atmosphere
and an intimacy with the customers. The consumer tries to analyze the situation
of consumption as a whole and then checks the adequacy of the products to his
expectations. The five senses are closely linked. They take part all, indeed, in the human
perceptive system. Moreover, the physical support encourages visiting the stands
making it possible for the clients to spend more time, to easily find and choose their
product. It also makes it possible to find an exciting atmosphere. For that, this one should
be adapted to each generation: a nursery for the babies, a room of video or game for the
children; gymnasium, hall of rest, spectacle for the young people and adults, a room of
reading enriched by CD’s and magazines for the women. It makes it possible to facilitate
the purchase and also the visit. In addition, the elements of decoration release a specific
atmosphere. Thus, a better internal or external decoration makes the consumer better
at ease, merry, stimulated, gratified by psychological appreciations, symbolic and
emotional systems rather than by functional appreciations. That also permits one to feel
young and healthy. Nature is a factor producing humanism, motivation, the need to live
in harmony with the lively world. It constitutes a principal factor of well being and of
satisfaction. “The plant” answers the development of the image of the company.
Moreover, it was also shown that a pleasant animation and offering gifts (trips, etc.)
constitute means of support and stimulation. The frequentation of a stand is related very
often to games and gifts offered. Moreover, information helps the decision making of
purchase; the availability of the representatives to give indications and to offer booklets
containing the innovation of the products helps the customer in his choice and allows
him to feel “at home”. The reception constitutes an essential factor urging the clients to
attend a store. Indeed, they prefer to feel good. In addition, the relations of concomitance
improve perception of the store and the nice appearance of the products makes
the consumer merry, stimulated and gratified. Attractive articles, trademarks, and a
certification constitute the essential elements for the current consumers to visit a point of
sale and to facilitate the choice of a product. The good installation of the products as well
as the indication of the prices makes it possible for the customers to go and consult
directly and comfortably the exposed products.
Lastly, we have noticed that there is a surpassing of the store’s mission: from a
sale space towards a space of leisure, play, rest, spectacle and culture, etc. The discovery
constitutes a dominating factor inciting the current consumer to often attend a point of
sale and incites the distributor to be creative; hence the need for a marriage between
trade and leisure which is referred to as “Retailtainment” (Gilles, 2005).
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5. Conclusion
The projective technique of collages made it possible to go further than a declaratory
matter collected by questions about the concept of the environmental factors. Indeed,
in spite of the reduced number of the sample, the stuck images were enriching and made
it possible to explain what evokes for the consumer the concept of “ideal store”, his
feelings or his hidden emotions. The results made it possible to discover that the new
consumer has become increasingly demanding, preferring a subjective offer such as the
reception, the animation, the innovation, the availability of the personnel and the design.
This type of offer currently occupies a predominant place in the spirit of the consumer
and influences his act of purchase. Thus, the customer refers to all the stimuli of
the environment of purchase in order to satisfy the consumer’s utility, hedonic and
even social needs. The companies and in particular the distributors must direct the
atmosphere of their store towards the vectors of attraction, gratification and distraction.
They will have to create more accessible atmospheres, attracting and surprising the
consumer’s emotion and influence their purchase behaviour in order to ensure success at
their sale points. The results rising from this study can constitute a contribution as well
on the theoretical, methodological level on managerial one:
. On the theoretical level, this research is marked by a major vision, holistic of the
various environmental components. It is not thus limited to sensory dimensions of
the store, but it integrates the new requirements of the client such as dimensions of
design and social dimensions. Such an interest seems to be of great importance
considering the dominating influence of each environmental variable.
.
On the methodological level, this study is distinguished compared to the majority
of the researches undertaken on this subject, based on the development of an
indirect qualitative study (projective study) making it possible to certify the
passage of the consumer from an atomized vision towards a holistic vision as
informing the contractors on the atmospheric components most adapted to the
new requirements of the current consumer. This technique has shown that these
variables should no longer be taken in an intuitive way, but on the contrary,
a pointed knowledge must be carried out.
.
From a managerial point of view, the noted results can give place to a significant
number of actions for the distributors. Indeed, in order to ensure the perennial of
their trade undertakings, the persons in charge must take the practice to consider
the atmosphere as a whole of factors which should be managed in a coherent and
harmonious way and not in an intuitive way thus constituting sources of creation
of value for the Tunisian consumer. In other words, the distributors must
implement the factors necessary to generate the comfort of purchase as well as the
pleasure to consume. To identify a differential advantage is decisive because one
needs to spend energy and considerable financial resources so as to arrange and
build physical spaces which create an environment sufficiently convivial and
favorable to the act of purchase.
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Further reading
Dećaudin, J.-M., Malhotra, N. and Bouguerra, A. (2004), Etudes Marketing avec SPSS, 4th ed.,
Pearson Education-France, Paris.
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Appendix. Projective study
Questionnaire
Q1: I ask you to appear “the ideal store”.
You have of various magazines and various utensils (glue, scissors, pens) which you can use.
We ask you to express yourselves on the subject through the images.
Q2: I ask you to tell me the history of your visit of a point of sale.
* When I plan to go shopping in a department store, I wish to find.
About the authors
Amel Dakoumi Hamrouni is an Assistant Professor at the Higher Institute of Management-Sousse,
University of Sousse, Tunisia. Amel Dakoumi Hamrouni is the corresponding author and can be
contacted at: amelhamrouni@yahoo.fr
Maha Touzi, Doctorate, is an Assistant Professor at the Higher Institute of Management-Sousse,
University of Sousse, Tunisia.
Technique
of collage
323
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This article has been cited by:
1. Ann Hindley, Xavier Font. 2014. Ethics and influences in tourist perceptions of climate change. Current
Issues in Tourism 1-17. [CrossRef]
2. Angelo BonfantiA Dilemma for Retailers: 297-317. [CrossRef]
3. Sanda RenkoAtmosphere as a Store Communication Tool 239-257. [CrossRef]

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