Absolutely Final Marcu1 Paper

In partial fulfillment of the course:
MARKCU1 K32
Submitted to:
Dr. Ma. Luisa C. Delayco
De La Salle University Manila
Submitted by:
BASCAR, Adrian G.
COSTALES, Christopher Caleb DC
GALLEGO, Ralph Vincent C.
Submitted on:
Term 2, A.Y.: 2013-2014
December 4, 2013
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TABLE OF CONTENTS
page
CHAPTER 1: Background of the Study
CHAPTER 2: Review of Related Literature

A. Summary
B. Synthesis
5
8
CHAPTER 3: Study Framework

A. Theoretical
B. Conceptual
C. Definition of Terms
10
12
14
CHAPTER 4: Problem Statement and Objectives
16
CHAPTER 5: Methodology
18
CHAPTER 6: Data Presentation and Analysis

Analysis
19
51
CHAPTER 7: Conclusions
52
CHAPTER 8: Recommendations
A. Conceptual Framework
B. Instrument
CHAPTER 9: Bibliography
52
53
53
APPENDIX
A. Table of Analysis
B. Results/Tally
C. Survey Questionnaire
54
57
67
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CHAPTER 1
BACKGROUND OF THE STUDY
This paper aims to determine the store atmospheres influence on consumer

behavior in the grocery and public markets. With this problem, the researchers would
like to understand why some consumers would prefer shopping in a public market than
a grocery store and vice versa, considering its differences and advantages and
disadvantages on both sides .By using different study frameworks and various theories,
the researchers hope to determine if the stores atmosphere can influence the
consumers behavioral responses (approach and avoid responses). Theories such as
the store atmosphere effect and the Mehrabian-Russel model will be the reference point
of the paper and will help confirm the validity of the study. Under these theories, certain
factors such as pleasure, arousal and dominance states of consumers in the grocery
store and public market will be studied in order to further determine the relationship of
the store atmosphere and the consumers behavioral responses. Also taking into
account that groceries and market places are different, we will also use different factors
such as price, variety of products, atmosphere, customer service, location etc. Which
can be grouped into the 4ps of marketing due to the variety of factors. An example
would be you may find products that groceries can sell but cant be sold by public
markets and vice versa. Price is also determined through the commodity being sold, so
it widely differs. Regarding placement, groceries are more located at urban areas while
public markets at rural areas but this case may not always be true. Promotion of the
stores may vary from radio ads and flyers. This study targets consumers that go to
groceries or public markets mainly the common household. This can include parents,
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household helpers, and teens that can independently shop at both stores. Basically if
you have the capacity to independently buy at these stores, then you could be part of
our target market. Other target markets could include restaurant owners if they get their
ingredients at groceries and or at public markets.
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CHAPTER 2
REVIEW OF RELATED LITERATURE
A. SUMMARY
Retail Store Atmosphere
1. Grocery Shopping: Pleasure or Pain?
A recent US supermarket experience study conducted by Retail Feedback

Group found out that majority indicated that 24% and 35% enjoyed grocery
shopping a lot or a little, respectively. About 27% felt neutral about going into
grocery shopping while only 9% and 5% disliked it a little or a lot, respectively.
One way to create an exciting atmosphere within the grocery store is to offer
a variety of in-store activities for families, kids, sports fans, military veterans,
health-oriented shoppers and foodies. Other ways is to proactively address
the needs in the community, create a unique shopping destination or engage
with shoppers on social media.
Numainville, B. (2012). Grocery Shopping: Pleasure or Pain? Retrieved from

http://www.retailfeedback.com/blog/item/7-grocery-shopping-pleasure-or-pain
2. The Importance of a Retail Stores Design and Atmosphere
Great store design and atmosphere draws attention sets the mood and
reflects the aesthetics of the store. Another element that is important in the
atmosphere of a retail store is visual merchandising. It is how products and
merchandise are arranged in order to attract customers to linger and
eventually purchase. Other elements of a good retail store atmosphere are
Color usage, Lighting and Music. Store atmosphere is an important aspect of
a good retail store. It sends a message to its customers and buyer.
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McKeever, E. (2008). The Importance of a Retail Stores Design and Atmosphere.

Retrieved from http://www.insidebusiness360.com/index.php/the-importance-ofa-retail stores-design-and-atmosphere-4-24793/
3. The Internal Atmosphere of a Retail Store
A stores atmosphere has both affective and cognitive components. The

affective components are pleasure (i.e. contented, happy, satisfied), arousal
(i.e. stimulated, excited, jittery), and dominance (i.e. controlling, dominant,
influential); the cognitive component is the information rate (i.e. novelty,
variety, density, size) (Donovan and Rossiter 1982; Mehrabian and Russell
1974). Research evidence points to the concrete stimuli of color, music, and
crowding as influencing the affective dimensions of a store s atmosphere; and
to displays and signs as influencing the cognitive dimensions and, to a lesser
extent, the affective dimensions of a store's atmosphere. (Buckley, P., 1987)
Buckley, P. (1987). The Internal Atmosphere of a Retail Store. Retrieved from

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774
The Effect of Retail Atmosphere on Consumer Behavior and Perception
4. The Effects of Store Atmosphere on Shopping Behaviour
The three emotional states of Pleasure, Arousal and Dominance

determine and mediate the environments effect onto the response which can
be either approach or avoidance type behaviours. For example, consumers
responding positively will want to spend more time in the environment, want
to look around and interact with other individuals present. It will lead to
enhanced performance or satisfaction.
Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour. Retrieved

from http://unipub.lib.uni-corvinus.hu/669/1/CMT_2012-1.pdf
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5. The Effect of Atmosphere on Consumer Perception and Costumer

Behaviour Responses in Chain Store Supermarkets
Utilized S-O-R model and took retail stores as testing objects to study the
relationship between environmental stimulus and behavioural intention by two
emotional dimensions pleasure and arousal. The finding was the emotions
of pleasure and arousal initiated by environment would increase costumers
spending of extra time and money by 12% in average; meanwhile, their
interactive intentions with on-site service personnel increased.
Donovan, R. J., & Rossiter, J. R. (1982). Environmental Psychology Model. Retrieved

from http://www.researchgate.net/publication/228843683_The_effect_of_atmosp
here_on_customer_perceptions_and_customer_behavior_responses_in_chain_s
tore_supermarkets
6. Store
Environment,
Emotions
and
Approach
Behaviour:
Applying
Environmental Aesthetics to Retailing
Using the Mehrabain and Russell Model (1974) which presented a basic
model of human emotion commonly used in marketing studies. This model
further suggested an interaction between pleasantness and arousal in
determining
individual
approach-avoidance
behaviour.
In
pleasant
environments, an increase in arousal was argued to increase approach

behaviours, whereas, in an unpleasant environments, and increase in arousal
was suggested to motivate more avoidance behaviours.
Gilboa, S. & Rafaeli, A.. (nd). The Mehrabain & Russell Model. Retrieved from:
http://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdf
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B. SYNTHESIS
The overall atmosphere of a retail store draws attention, sets the mood
and reflects the aesthetics of the store. According to the model of store
atmosphere effects, such stimuli are essential in influencing in-store consumer
behaviour. Different ways of creating an exciting atmosphere within a retail store
are in-store activities for families, kids, sports fans, military veterans, healthoriented shoppers and foodies; proactively addressing and participating in the
needs in the community; reinventing the retail store into a unique shopping
destination and engaging with shoppers on social media. Other elements in
creating a great store design and atmosphere are visual merchandising, color
usage, lighting and music. These stimuli present in a retail store environment
have both affective and cognitive components. The affective components are
pleasure (i.e. contented, happy, satisfied), arousal (i.e. stimulated, excited, jittery)
and dominance (i.e. controlling, dominant, influential). According to the
Mehrebian and Russell Model, stimuli of color, music and crowding are
influencing the affective dimensions of a stores atmosphere. On the other hand,
displays and signs are influencing the cognitive dimensions such as information
rate.
The effect of the three emotional states of pleasure, arousal and

dominance determine and mediate the environments effects onto the response
which can be either approach or avoidance type behaviours. Example of this are
spending more time in the environment, looking around and interacting, Utilized
S-O-R model study the relationship between environmental stimulus and
behavioural intention. The finding was that the emotions of pleasure and arousal
initiated by environment would increase costumer;s spending of extra tumne abd
money by 12% in average. Meanwhile, their interactive intentions with on-site
service personnel increased. The Mehrabain and Russell Model suggested an
interaction between pleasantness and arousal in determining individual
approach-avoidance behaviour. In pleasant environments, an increase in arousal
was argued to increase approach behaviours, whereas, in an unpleasant
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environments, and increase in arousal was suggested to motivate more

avoidance behaviours Therefore, the researchers, based on this synthesis would
presume that the stores atmosphere has an effect on consumer behavior in the
grocery and public market. Different stimuli of a stores atmosphere influences
consumers emotional states that in turn influences a consumers approach or
avoid response. The researchers would like to find evidences of such
connections in consumer behavior.
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CHAPTER 3
STUDY FRAMEWORK
A. THEORETICAL FRAMEWORK
a.1) Model of Store Atmosphere Effects
a.2) Mehrabian - Russell Model
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B. CONCEPTUAL FRAMEWORK
Our conceptual framework would be based on the Model of Store Atmosphere Effects
and The Mehrabian - Russell Model incorporating the different aspects and objectives
that we have for this study.
Pleasure states of consumers

Grocery
Public Market
Arousal states of consumers

Grocery
Stimuli that
influences
emotional states
Emotional
states that best
influences
costumers
Approach
Public Market
Avoid
Dominance states of consumers

Grocery
Public Market
Since this study would be using the Model of Store Atmosphere Effects and The
Mehrabian - Russell Model it will all start by identifying and studying the different stimuli
that influences emotional states of consumers. This would include studies involving
ideas of stimuli of both the store and the consumers. Stimuli could be physical, verbal,
emotional, physiological, etc. The next step would be finding the connection between
these stimuli to the emotional states of the consumers while in the store, considering
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which kinds of stimuli would trigger a consumers pleasure, arousal and dominance
states. Also included in the second step would be to identify and specify certain physical
manifestations of a consumers pleasure, arousal and dominance states while in the
store. The
last step would be finding connections between the emotional states and
the behavioral responses of consumers which is either approach or avoid. In this

manner the researchers would be able to identify which kind/s of emotional states best
influences a consumers approach or avoid response. Included in this last step would
also be to study the different physical manifestations of consumers approach or avoid
response. During the whole study, results would be divided into two which are the
grocery store and the public market. This would be necessary in order to assess and
identify the differences and the advantages and disadvantages of the two shopping
destinations.
**Operational Framework

Grocery
Comfort in shopping; Cool;

Consumers wont sweat
Public Market
Inconvenience; Consumers would

sweat while shopping; Heat

Air-conditioning
Inspiration to shop; Consumers

feel they have all the time to shop
Rush, Uneasiness; Buying time is

limited; Buys things only on the list
Emotional states that

best influences
costumers
Approach
Purchase
Would explore other
products/stalls
More future
Transactions with the
shop
Avoid

Freedom; Consumers could roam
anywhere with ease.
Planned and Fixed; Less freedom;
Uneasiness around the store
Wouldnt Purchase
Wouldnt explore
other products/stalls
Less Transactions in
the future
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C. DEFINITION OF TERMS
1. S-O-R Model S stands for stimulus, O for vorgange im organismus (processes
in the organism), and R for reaktion des organismus (reaction of the
organism). It was developed for consumers purchases of items in store.
2. Pleasure refers to the degree to which the consumer feels good, joyful, happy,
or satisfied in the store.
3. Arousal refers to the degree to which the consumer feels excited, stimulated,
alert, or active in the store.
4. Dominance refers to the extent to which the consumer feels in control of or free
to act in the store.
5. Affective refers to moods, feelings, and attitudes.
6. Cognitive refers to acquiring knowledge through thought, experience and the

senses.
7. Approach- includes physically moving toward, exploring, communicating, and

performing in an environment, as well as returning to that environment.
8. Avoid- include a desire to leave, disinterest, lack of interaction, and poor

performance in an environment, as well as never returning to that environment.
9. Stimuli- something that incites to action or exertion or quickens action, feeling,

thought.
10. State- the particular condition that someone or something is in at a specific time.
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11. Response- A statement that is made to reply to a question or criticism or

accusation. It also means a result.
12. Behavioral Response- An overt indication of understanding.
13. Grocery- a grocers store, a supermarket, a large form of the traditional grocery
store, is a self-service shop offering a wide variety of food and household
products, organized into aisles
14. Public Market- are markets, in public spaces, where independent merchants can
sell their products to the public. Typical products sold at public markets
include fresh produce, baked goods, locally raised meats and dairy
products and various other food items and handcrafted goods.
15. Atmosphere- the pervading tone or mood of a place, situation, or creative work.
16. Four Ps (4 Ps)- The categories that can be controlled in the marketing of a good
or service: product, price, place and promotion. The four Ps, often referred
to as the marketing mix
17. Product- name, design and packaging of the good/s.
18. Price- cost of the good and if volume or seasonal discounts will be offered.
19. Place- decisions outline where the product will be sold and how it will be
delivered to the market
20. Promotion- involves advertising, public relations and promotional strategy.
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CHAPTER 4
PROBLEM STATEMENT AND OBJECTIVES
Statement of the Problem:
What is the store atmospheres influence on consumer behavior in the

grocery and the public market?
Objectives:
1. To determine the different 4ps that influences consumers to purchase in the
grocery and public market.
2. To determine the pleasure states of consumers in the grocery and public market.
3. To determine the arousal states of consumers in the grocery and public market.
4. To determine the dominance states of consumers in the grocery and public

market.
5. To determine customers approach or avoid responses in the grocery and public

market.
6. To determine the relationship between the different 4ps that influences
consumers to purchase and the pleasure states of consumers in the grocery and
public market.
consumers to purchase and the arousal states of consumers in the grocery and
public market.
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consumers to purchase and the dominance states of consumers in the grocery
and public market.
9. To determine the relationship between the pleasure states of consumers in the

grocery and public market and the consumers behavioral responses in the
10. To determine the relationship between the arousal states of consumers in the
11. To determine the relationship between the dominance states of consumers in the
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CHAPTER 5
METHODOLOGY
The general population for this study will be involving thirty (30) participants
which consists of consumers that visits both a grocery store and a public market within
Metro Manila. The researchers chose these respondents because it is within the
researchers capabilities and at the same time they are aware and knowledgeable about
both a grocery store and a public market.
These participants will be personally contacted by the researchers using the mall
intercept method. The researchers will stop, screen for appropriateness, and administer
the survey for every fifth person that entered a specific grocery and public market. This
proposed study shall be utilizing this approach and the measure of this approach in
asking the respondents questions from the survey. The information which will be
gathered and tallied are to be treated with anonymity and utmost confidentiality and will
be used for research purposes only.
In partial fulfillment for the researchers to determine the answers to the research
problem, the researchers will prepare a survey questionnaire which will be given to the
intended respondents. The survey questionnaire consists of thirty-two (32) questions
that would be relevant in answering the research problem and objectives. The
researchers will then examine thoroughly the content of the survey questionnaire to find
out the reliability of the instrument and would make the necessary recommendations.
The research will ask the target respondents first of they want to take part of the
study. After receiving an approval, the researchers will seek the cooperation of the
respondents and request them to answer the survey questionnaire. Finally, the
researchers will interpret, analyze, and present the data using tables, graphs, and
charts with textual description and interpretation of the data.
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CHAPTER 6
DATA PRESENTATION AND ANALYSIS
Graphs of the survey results:

OBJECTIVE #1: To determine the different 4ps that influences consumers to purchase
in the grocery and public market.
1.) What makes you shop in a grocery store?
Orderly Arrangement of Products

Best Products Offered
Clean Environment
Ventilation
Physical Appearance of the Store
Location
Early Opening Time
Affordable Products
Discounts and Promos
Regular Preffered Vendor
Customer Service
Others
0
10
15
20
25
With the data gathered, majority of the respondents shop in a grocery

store because of its clean environment. Best products offered is another
top reason why they shop in a grocery store. The third top reason is that
there is an orderly arrangement of products in a grocery store.
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2.) What makes you shop in a public market?
Orderly Arrangement of Products

Best Products Offered
Clean Environment
Ventilation
Physical Appearance of the Store
Location
Early Opening Time
Affordable Products
Regular Preffered Vendor
Customer Service
Others
0
10
15
20
25
Majority of the respondents shop in a public market because the

products are affordable. The other top answers include the location, their
regular preferred vendor and the early opening time of the public market.
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OBJECTIVE #2: To determine the pleasure states of consumers in the grocery and
public market.
3.) With the arrangement of products and products being offered,

how satisfied are you while shopping in a grocery store?
3%
7%
Satisfied
43%
Somewhat Satisfied
Neutral
Somewhat Unsatisfied
47%
Unsatisfied
47% percent of the respondents answered that they are satisfied with
the arrangement of products and products being offered in a grocery store.
The second top answer is that they are somewhat satisfied. Only 3% of the
respondents answered that they are not satisfied.
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4.) With the environment, ventilation, physical appearance of the

store, location, and opening/closing time, how satisfied are you
while shopping in a grocery store?
3%
17%
Satisfied
47%
Somewhat Satisfied
Neutral
Unsatisfied
33%
With the environment, ventilation, physical appearance of the grocery

store, its location, and its opening/closing time, 47% of the respondents
answered that they are satisfied. In contrast, only 3% were unsatisfied.
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5.) With the prices of the products/goods, how satisfied are you
7%
3%
33%
Satisfied
Somewhat Satisfied
27%
Neutral
Unsatisfied
30%
33% of the respondents answered that they are satisfied with the prices
of the products/goods in a grocery store. 3% answered that they are
unsatisfied.
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6.) With the discounts and promos, vendors, and customer service,
how satisfied are you while shopping in a grocery store?
7%
10%
33%
Satisfied
Somewhat Satisfied
Neutral
Unsatisfied
50%
50% of the respondents answered that they are somewhat satisfied

with the discounts and promos, vendors, and customer services in a
grocery store. 7% were somewhat unsatisfied.
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how satisfied are you while shopping in a public market?
7%
10%
16%
27%
Satisfied
Somewhat Satisfied
Neutral
Unsatisfied
40%
With the arrangement of products and products being offered in a

public market, 40% of the respondents were neutral. Only 7% were
unsatisfied.
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store, location, and opening/closing time, how satisfied are you
while shopping in a public market?
13%
10%
7%
Satisfied
Somewhat Satisfied
Neutral
37%
33%
Unsatisfied
37% of the respondents were satisfied with the environment,

ventilation, physical appearance of the store, location, and opening/closing
time in a public market. 7% were somewhat unsatisfied.
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10.) With the prices of the products/goods, how satisfied are you
7%
3%
23%
Satisfied
Somewhat Satisfied
27%
Neutral
Unsatisfied
40%
40% of the respondents were somewhat satisfied with the prices of the
products/goods in a public market. Only 3% were unsatisfied.
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11.) With the discounts and promos, vendors, and customer

service, how satisfied are you while shopping in a public
market?
10%
10%
Satisfied
23%
23%
Somewhat Satisfied
Neutral
Unsatisfied
33%
33% of the respondents were neutral with the discounts and promos,
vendors, and customer service in a public market. 10% answered they are
satisfied. Similarly, 10% were unsatisfied.
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OBJECTIVE #3: To determine the arousal states of consumers in the grocery and
public market.

how excited do you feel while shopping in a grocery store?
7%
30%
23%
Excited
Somewhat Excited
Neutral
Somewhat Not Excited
Not Excited
40%
40% of the respondents were somewhat satisfied with the

arrangement of products and products being offered in a grocery store. 7%
were somewhat not excited.
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store, location, and opening/closing time, how excited do you
feel while shopping in a grocery store?
27%
Excited
40%
Somewhat Excited
Neutral
Not Excited
33%
40% of the respondents were excited shopping in a grocery store with

its environment, ventilation, physical appearance of the store, location, and
opening/closing time. 27% were neutral.
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15.) With the prices of the products/goods, how excited do you feel
13%
30%
Excited
Somewhat Excited
Neutral
27%

Not Excited
30%
30% of the respondents were excited shopping in a grocery store with

the prices of the products/goods. 30% were somewhat excited. 13% were
somewhat unexcited.
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service, how excited do you feel while shopping in a grocery
store?
6%
17%
20%
Excited
Somewhat Excited
Neutral
Not Excited
57%
With the discounts and promos, vendors, and customer service, 57%
were somewhat excited shopping in a grocery store. 6% were somewhat
unexcited. 17 57 20 6
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how excited do you feel while shopping in a public market?
0%
13%
30%
Excited
Somewhat Excited
Neutral
44%
Not Excited
13%
40% of the respondents were somewhat not excited shopping in a

public market with the arrangement of products and products being offered.
13% were excited and also 13% were neutral.
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store, location, and opening/closing time, how excited do you
feel while shopping in a public market?
3%
17%
23%
Excited
Somewhat Excited
Neutral
40%
17%
Not Excited
40% of the respondents were somewhat not excited shopping in a

public market with its environment, ventilation, physical appearance of the
store, location, and opening/closing time. Only 3% were excited.
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20.) With the prices of the products/goods, how excited do you feel
7%
7%
23%
Excited
Somewhat Excited
Neutral
33%
Not Excited
30%
33% of the respondents were neutrally excited shopping in a public

market with the prices of the products/goods. 7% were not excited and also
7% were somewhat not excited.
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service, how excited do you feel while shopping in a public
market?
17%
10%
Excited
Somewhat Excited
13%
33%
Neutral
Not Excited
27%
33% of the respondents were somewhat excited shopping in a public

market with the discounts and promos, vendors, and customer service.
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OBJECTIVE #4: To determine the dominance states of consumers in the grocery and
public market.

do you take your time while shopping in a grocery store?
3%
13%
Always
40%
Often
Sometimes
Rarely
Never
44%
44% of the respondents often take time while shopping in a grocery

store with the arrangement of products and products being offered. 3%
rarely take their time shopping.
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store, location, and opening/closing time, do you take your time
23%
Always
47%
Often
Sometimes
Rarely
Never
30%
47% of the respondents always take their time shopping in a grocery

store with its environment, ventilation, physical appearance of the store,
location, and opening/closing time. 47% answered often and 23%
answered sometimes.
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25.) With the prices of the products/goods, do you take your time
3%
23%
Always
44%
Often
Sometimes
Rarely
Never
30%
44% of the respondents always take their time shopping in a grocery

store with the prices of the products/goods. Only 3% rarely do.
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service, do you take your time while shopping in a grocery
store?
3%
17%
Always
43%
Often
Sometimes
Rarely
Never
37%
43% of the respondents always take time shopping in a grocery store

with the discounts and promos, vendors, and customer service. 3% rarely
do.
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do you take your time while shopping in a public market?
0%
10%
17%
Always
Often
Sometimes
33%
Rarely
Never
40%
40% of the respondents sometimes take their time shopping in a

public market with the arrangement of products and products being offered.
10% of the respondents never do.
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store, location, and opening/closing time, do you take your time
7%
17%
13%
Always
Often
Sometimes
Rarely
30%
Never
33%
33% of the respondents sometimes take time shopping in a public

market with the environment, ventilation, physical appearance of the store,
location, and opening/closing time. 7% always do.
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30.) With the prices of the products/goods, do you take your time
7%
20%
Always
20%
Often
Sometimes
Rarely
Never
20%
33%
33% of the respondents often take their time shopping in a public

market with the prices of the products/goods. 7% never take their time
shopping in a public market.
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service, do you take your time while shopping in a public
market?
7%
17%
Always
Often
33%
23%
Sometimes
Rarely
Never
20%
33% of the respondents often take their time shopping in a public

market with the discounts and promos, vendors, and customer service. 7%
of the respondents always do.
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OBJECTIVE #5: To determine customers approach or avoid responses in the grocery

and public market.
7.) Given your answers, what are the things that you would most
likely do while shopping in a grocery store?
I tend to stay longer while shopping
I dont stay too long

I think about planning for my next visit to the
grocery store
I do not think of returning to the grocery store
Others
0
10
15
20
25
Majority of the respondents tend to stay longer while shopping in a

grocery store. Other top answers include I dont stay too long and I think
about planning for my next visit to the grocery store.
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likely do while shopping in a public market?

I think about planning for my next visit to the
grocery store
I do not think of returning to the grocery store
Others
0
10
15
20
25
30
Majority of the respondents dont stay too long while shopping in a

public market. Other top answers include I do not think of returning to the
store again and I think about planning for my next visit to the store.
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I purchase only what I had planned to buy

I dont purchase what I planned to buy
I purchase other than what I had planned to buy
I purchase more than what I had planned to buy
I purchase less than what I had planned to buy
I dont purchase anything at all
Others
0
10
15
20
With the data gathered, majority of the respondents purchase only

what they had planned to buy in a grocery store. Other top answers include
I purchase more than what I had planned to buy and I purchase other than
what I had planned to buy.
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I purchase only what I had planned to buy

I purchase other than what I had planned to buy
I purchase more than what I had planned to buy
I purchase less than what I had planned to buy
Others
0
10
15
20
25
Majority of the respondents purchase only what they had planned to

buy in a public market. Other top answers include I purchase less than
what I had planned to buy and I purchase other tan what I had planned to
buy.
48 | P a g e
I explore other stalls/shelves/products

I dont explore other stalls/shelves/products
I avail of promos/memberships/discounts
I dont avail of promos/memberships/discounts
I roam around freely in the store
I dont roam around freely in the store
Others
0
10
20
30
Majority of the respondents explore other stalls/shelves/products

while shopping in a grocery store. Other top answers include I roam around
freely I the store and I avail of promos/memberships/discounts.
49 | P a g e
I explore other stalls/shelves/products

I dont explore other stalls/shelves/products
I avail of promos/memberships/discounts
I dont avail of promos/memberships/discounts
0
10
15
20
Two top answers include I dont explore other stalls/ shelves/

products and I dont roam around freely in the store.
50 | P a g e
ANALYSIS
The theory on Mehrabian-Russel Model and Atmospheric Effects proves true
with our study when results from the survey are substituted to the conceptual framework
that were based on the said theories.
Approach and Avoid results in a 0.0 1.0 with 1.0 being the perfect
behavioral approach response.
-This shows that consumers have high emotional states while inside the
grocery store than when they are shopping in the public market. With a
consumers 77.75% pleasure state, there is a tendency that leads to a 0.72
approach response in a grocery store. While a 52.08% pleasure state of a
consumer in a public market results in a 0.1 avoid response. Same analysis
follows with the Arousal and Dominance states.
51 | P a g e
CHAPTER 7
CONCLUSIONS
With the analysis of the data proving the theories to be true and the use of
Multiple Regression resulting in a 0.2993 Positive linear Relationship with the
variables of the whole model, we conclude that the different 4ps in a Grocery and
Public Market affects the Emotional States of customers and in turn affects their
Behavioral responses while shopping.
CHAPTER 8
RECOMMENDATIONS
A. CONCEPTUAL FRAMEWORK
-The researchers would recommend for the revision of the Conceptual
Framework. A revision highlighting the effects of the 4ps with regards to the
emotional states of consumers and public market.
-The framework below shows the suggested revision.
Grocery
Stimuli that
influences
emotional states
PRODUCT
Public Market

Grocery
Emotional
states that best
influences
costumers
Approach
PRICE
Public Market
Avoid
PLACE
PROMOTION
Grocery
Public Market
52 | P a g e
B. INSTRUMENT
- The researches would recommend assigning numerical values to text choices
in some survey questions. This is for the purposes of tallying and soling using
statistical tools in finding significant relationship among the variables.
CHAPTER 9
BIBLIOGRAPHY
Numainville, B. (2012). Grocery Shopping: Pleasure or Pain? Retrieved from

http://www.retailfeedback.com/blog/item/7-grocery-shopping-pleasure-or-pain
McKeever, E. (2008). The Importance of a Retail Stores Design and Atmosphere.

Retrieved from http://www.insidebusiness360.com/index.php/the-importance-ofa-retail stores-design-and-atmosphere-4-24793/
Buckley, P. (1987). The Internal Atmosphere of a Retail Store. Retrieved from

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6774
Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour. Retrieved

from http://unipub.lib.uni-corvinus.hu/669/1/CMT_2012-1.pdf
Donovan, R. J., & Rossiter, J. R. (1982). Environmental Psychology Model. Retrieved

from http://www.researchgate.net/publication/228843683_The_effect_of_atmosp
here_on_customer_perceptions_and_customer_behavior_responses_in_chain_s
tore_supermarkets
Gilboa, S. & Rafaeli, A.. (nd). The Mehrabain & Russell Model. Retrieved from:
http://iew3.technion.ac.il/Home/Users/anatr/COMPLE-FINAL-20-11-02.pdf
J. Peter, P., Olson, J. (2010). A Model of Store Atmosphere Effects. Consumer

Behaviour & Marketing Strategy (p.464). New York, NY: McGraw-Hill Irwin.
53 | P a g e
W. Billings (1990). Effects of Store Atmosphere on Shopping Behavior. (p.5)

W. Billings (1990). Effects of Store Atmosphere on Shopping Behavior. (p.18)
APPENDIX
A. Table of Analysis
LEVEL 2 OBJECTIVE
QUESTIONS IN
DATA TYPE
QUESTIONNAIRE
6. To determine the
relationship between the
different 4psthat influences
consumers to purchase and
the pleasure states of
consumers in the grocery
and public market.
Grocery
DATA
RESULT
ANALYSIS
Nominal
1, 3, 4, 5, 6
Multiple
Correlation
Regression
0.17477 (Positive Linear
Public Market
Relationship-Weak)
2, 8, 9, 10, 11
Correlation
Relationship-Weak)
7. To determine the
different 4ps that influences
the arousal states of
and public market.
Grocery
Nominal
1, 13, 14, 15, 16
Multiple
Correlation
Regression
Public Market
Relationship-Weak)
2, 18, 19, 20, 21

Correlation
Relationship-Weak)
8. To determine the
different 4ps that influences
the dominance states of
and public market.
Grocery
1, 23, 24, 25, 26
Nominal
Multiple
Correlation
Regression
-0.28219 (Negative Linear

Relationship-Weak)
Publc Market
Correlation
2, 28, 29, 30,31

Relationship-Weak)
54 | P a g e
9. To determine the
pleasure states of
and public market and the
consumers behavioral
responses in the grocery
and public market.
Grocery
10. To determine the

arousal states of
and public market.
Grocery
11. To determine the

dominance states of
and public market.
Grocery
Nominal
3, 4, 5, 6, 7
Multiple
Correlation
Regression
Public Market
Relationship-Moderate)
8, 9, 10, 11, 12
Correlation
-0.0608 (Negative Linear
Relationship-Weak)
Nominal
13, 14, 15, 16, 17
Multiple
Correlation
Regression
0.0476
(Positive
Linear
Relationship-Weak)
Public Market
Correlation
18, 19, 20, 21, 22

Relationship-Weak)
Nominal
23, 24, 25, 26, 27
Multiple
Correlation
Regression
0.0129
(Positive
Linear
Relationship-Weak)
Public Market
Correlation
28, 29, 30, 31, 32
0.6172
(Positive
Linear
Relationship-Strong)
Average Correlation of 4ps and Emotional States:
0.49
Average Correlation of 4ps and Behavioral Response:
-0.11
Average Correlation of Emotional States and Behavioral Response: 0.184
55 | P a g e
Substitute Variables
((-0.11)2+ (0.184)2) (2(-0.11) (0.184)(0.49))

1-(0.49)2
Gives us the Value of R= 0.2339
Interpretation:
The variables in the whole Model used are positively related with one another.
56 | P a g e
B. Results/Tally
1. What makes you shop in a grocery store?
Orderly arrangement of products
Best products offered
Clean environment
Ventilation
Physical appearance of the store
Location
VINCE
ADRIAN CALEB
II
IIIIIIII
IIIIIII
IIIII
IIIIIIIII
IIIIII
IIIIIII
IIIIIIIIII
IIIII
III
IIIIII
IIIII
IIIII
III
III
IIIIIIII
IIII
II
Early Opening Time

Affordable Products
I
IIIIII
II
IIIII
III
TOTAL
17
20
22
14
11
14
1
9
9
Regular Preferred Vendor (Suking

Tindahan)
1
8
1
Customer Service
Others
IIIIIII
2. What makes you shop in a public market?

Orderly arrangement of products
Best products offered
Clean environment
Ventilation
Physical appearance of the store
Location
Early Opening Time
Affordable Products
II
III
I
I
II
II
III
II
IIIII
IIIIIII
IIII
IIIII
IIIIIIII
II
IIIIII
IIIIIIIIII
IIIIII
IIIII
Regular Preferred Vendor (Suking

Tindahan)
III
IIIIII
IIIIIII
Customer Service
Others
3
6
5
2
2
16
15
22
6
16
0
2
57 | P a g e
3. With the arrangement of products and products being offered, how

satisfied are you while shopping in a grocery store?
1
2
3
4
5
II
I
IIIIIII
III
IIII
II
IIIIIII
IIII
0
2
1
14
13
4. With the environment, ventilation, physical appearance of the store,

location, and opening/closing time, how satisfied are you while
shopping in a grocery store?
1
2
3
4
5
I
II
III
IIII
IIII
II
IIII
IIIIII
IIII
0
1
5
10
14
5. With the prices of the products/goods, how satisfied are you while
1
2
3
4
5
II
II
IIIIII
III
III
III
IIIII
IIII
1
2
8
9
10
6. With the discounts and promos, vendors, and customer service, how
satisfied are you while shopping in a grocery store?
1
2
3
4
5
II
I
II
III
IIIIII
IIIIII
IIIIII
II
II
0
2
3
15
10
58 | P a g e
7. Given your answers, what are things that you would most likely do
IIIII
IIIIIIIII
IIIIIIII
IIIIII
II
22
9
IIIIIII
I think about planning for my next visit

to the grocery store
I do not think of returning to the
grocery store
Others: _____________
0
0

satisfied are you while shopping in a public market?
1
2
3
4
5
II
I
III
IIII
II
IIIIII
IIII
III
II
2
8
12
5
3

location, and opening/closing time, how satisfied are you while
shopping in a public market?
1
2
3
II
IIII
IIIIII
III
IIIIII
4
5
II
III
4
11
10
2
3
59 | P a g e
10. With the prices of the products/goods, how satisfied are you while
1
1
2
8
12
7
II
3
4
5
III
IIII
III
IIIIII
III
III
III
satisfied are you while shopping in a public market?
1
2
3
4
5
II
II
III
II
IIII
III
III
III
III
3
7
10
7
3
I tend to stay longer while
shopping
1
25
I
IIIIIIII
I think about planning for my next

visit to the grocery store
I do not think of returning to the
grocery store
Others: _____________
IIIIIIIIII
III
IIIIIIII
II
5
1
excited do you feel while shopping in a grocery store?
1
2
3
4
5
IIIII
II
II
IIIIII
IIII
II
IIII
III
0
2
7
12
9
60 | P a g e

location, and opening/closing time, how excited do you feel while
1
2
3
IIIIII
4
5
II
IIIII
IIII
III
IIIII
IIII
0
0
8
10
12
15. With the prices of the products/goods, how excited do you feel while
1
2
3
4
5
II
IIII
III
II
IIIII
II
II
IIIIII
0
4
8
9
9
excited do you feel while shopping in a grocery store?
1
2
3
4
5
III
II
IIII
IIIIIIII
IIIII
II
II
0
2
6
17
5
61 | P a g e
I purchase only what I planned to
IIIIIII
buy
I purchase other than what I
planned to buy
I purchase more than what I had
planned to buy
I purchase less than what I had
planned to buy
IIIIII
IIII
17
0
IIIIIII
II
II
11
II
IIII
IIIIII
12
0
0
0
Others: _____________
excited do you feel while shopping in a public market?
1
2
3
4
III
I
I
IIIIIIIIII
II
II
II
IIII
IIIII
4
13
4
9
0

location, and opening/closing time, how excited do you feel while
1
2
III
IIIIIIIII
II
3
4
5
III
II
II
IIIII
5
12
5
7
1
20. With the prices of the products/goods, how excited do you feel while
62 | P a g e
2
3
4
5
2
2
10
9
7
I
I
IIII
III
III
II
IIII
III
III
II
II
excited do you feel while shopping in a public market?
1
2
3
4
5
II
II
III
IIII
III
II
IIIIIII
5
4
8
10
3
I purchase only what I planned to buy
IIIIIII
IIIIII

I purchase other than what I planned to buy
I purchase more than what I had planned to
buy
I purchase less than what I had planned to
buy
Others: _____________
22
1
5
IIIIIIIII
I
IIII
I
II
III
7
0
1
II
23. With the arrangement of products and products being offered, do

you take your time while shopping in a grocery store?
1
2
3
4
5
I
III
IIIII
IIIII
III
II
IIIII
IIIII
0
1
4
13
12
63 | P a g e

location, and opening/closing time, do you take your time while
1
0
0
7
9
14
2
3
4
5
IIII
III
III
IIII
II
III
IIIIII
IIIII
25. With the prices of the products/goods, do you take your time while
1
2
3
4
5
0
1
7
9
12
I
IIII
II
IIIIII
II
IIIII
IIIIII
26. With the discounts and promos, vendors, and customer service, do
you take your time while shopping in a grocery store?
1
2
3
4
5
0
1
5
11
13
I
IIII
IIIII
IIIII
IIII
IIII
IIIII
I explore other stalls/shelves/
products
I dont explore other
stalls/shelves/ products
I avail of
promos/memberships/
discounts
IIIIIIIIII
IIIIIIII
IIIIIII
II
II
IIIII
25
IIII
11
64 | P a g e
I dont avail of
promos/memberships/
discounts
I roam around freely in the
I
store
III
IIIIIIIIII
16
0
0
IIIII
Others: _____________
28. With the arrangement of products and products being offered, do

you take your time while shopping in a public market?
1
2
3
4
II
II
IIIIII
II
IIII
IIII
IIII
II
III
3
10
12
5
0
location, and opening/closing time, do you take your time while
1
2
3
4
5
II
II
II
IIIII
II
II
III
IIIII
III
5
9
10
4
2
30. With the prices of the products/goods, do you take your time while
1
2
3
4
5
II
III
IIII
III
III
IIII
IIII
2
6
6
10
6
65 | P a g e
31. With the discounts and promos, vendors, and customer service, do
you take your time while shopping in a public market?
1
2
3
4
5
II
II
IIIII
III
II
IIII
IIIII
5
7
6
10
2
I explore other stalls/shelves/
products
I dont explore other stalls/shelves/
products
I avail of promos/memberships/
discounts
I dont avail of
promos/memberships/ discounts
I dont roam around freely in the
store
Others: _____________
IIII
III
III
10
IIII
IIIIII
IIIII
15
II
IIIIIIIII
II
I
10
3
I
IIIIIIIIII
IIII
15
0
66 | P a g e
C. Survey Questionnaire
67 | P a g e
Peer Evaluation
Bascar, Adrian- 33.33%
Costales, Caleb-33.33%
Gallego, Ralph-33.33%
68 | P a g e

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In partial fulfillment of the course:

CHAPTER 2: Review of Related Literature

CHAPTER 3: Study Framework

CHAPTER 4: Problem Statement and Objectives

CHAPTER 6: Data Presentation and Analysis

BACKGROUND OF THE STUDY

This paper aims to determine the store atmospheres influence on consumer

REVIEW OF RELATED LITERATURE

Retail Store Atmosphere

1. Grocery Shopping: Pleasure or Pain?

A recent US supermarket experience study conducted by Retail Feedback

Numainville, B. (2012). Grocery Shopping: Pleasure or Pain? Retrieved from

McKeever, E. (2008). The Importance of a Retail Stores Design and Atmosphere.

A stores atmosphere has both affective and cognitive components. The

Buckley, P. (1987). The Internal Atmosphere of a Retail Store. Retrieved from

The Effect of Retail Atmosphere on Consumer Behavior and Perception

4. The Effects of Store Atmosphere on Shopping Behaviour

The three emotional states of Pleasure, Arousal and Dominance

Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour. Retrieved

5. The Effect of Atmosphere on Consumer Perception and Costumer

Donovan, R. J., & Rossiter, J. R. (1982). Environmental Psychology Model. Retrieved

Environmental Aesthetics to Retailing

environments, an increase in arousal was argued to increase approach

The effect of the three emotional states of pleasure, arousal and

environments, and increase in arousal was suggested to motivate more

a.2) Mehrabian - Russell Model

Pleasure states of consumers

Arousal states of consumers

Dominance states of consumers

the behavioral responses of consumers which is either approach or avoid. In this

Pleasure states of consumers

Comfort in shopping; Cool;

Inconvenience; Consumers would

Arousal states of consumers

Inspiration to shop; Consumers

Rush, Uneasiness; Buying time is

Emotional states that

Dominance states of consumers

5. Affective refers to moods, feelings, and attitudes.

6. Cognitive refers to acquiring knowledge through thought, experience and the

7. Approach- includes physically moving toward, exploring, communicating, and

8. Avoid- include a desire to leave, disinterest, lack of interaction, and poor

9. Stimuli- something that incites to action or exertion or quickens action, feeling,

11. Response- A statement that is made to reply to a question or criticism or

17. Product- name, design and packaging of the good/s.

20. Promotion- involves advertising, public relations and promotional strategy.

PROBLEM STATEMENT AND OBJECTIVES

Statement of the Problem:

What is the store atmospheres influence on consumer behavior in the

4. To determine the dominance states of consumers in the grocery and public

5. To determine customers approach or avoid responses in the grocery and public

8. To determine the relationship between the different 4ps that influences

9. To determine the relationship between the pleasure states of consumers in the

DATA PRESENTATION AND ANALYSIS

Graphs of the survey results:

1.) What makes you shop in a grocery store?

Orderly Arrangement of Products

With the data gathered, majority of the respondents shop in a grocery

2.) What makes you shop in a public market?

Orderly Arrangement of Products

Majority of the respondents shop in a public market because the

3.) With the arrangement of products and products being offered,

4.) With the environment, ventilation, physical appearance of the

With the environment, ventilation, physical appearance of the grocery