|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||IL PUNTO VENDITA: DA CONTENITORE DI PRODOTTI A LUOGO DI ESPERIENZE. Proposta di un modello sperimentale|
|Titolo in inglese||THE POINT OF SALE: FROM CONTAINER OF PRODUCTS TO PLACE OF EXPERIENCES. Proposal of an experimental model|
|Struttura||Dipartimento di Comunicazione ed Economia|
|Corso di studi||STRATEGIA E COMUNICAZIONE D'IMPRESA (D.M. 270/04)|
|Data inizio appello||2013-10-17|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2053-10-17|
Al giorno d’oggi, per ottenere un solido vantaggio competitivo nei confronti dei principali concorrenti le imprese devono puntare sull’esperienza che i clienti possono vivere all’interno dei loro punti vendita, perciò devono essere a conoscenza del comportamento che essi vi manifestano e dei possibili fattori scatenanti.
Nowadays, to reach a solid competitive advantage towards the main competitors businesses have to focus on the experience that customers can live within their stores, so they have to be privy to the behavior that they show inside and the possible causes. This research work aims to study the influence of the atmosphere present in a store on the emotional states demonstrated by consumers and consequently on their behavior, that is going to identify which variables have a significant relevance with regard to predictability of behavior shown by consumers and what relationships and causal links exist between the variables of the experimental model proposed that apply one of the most important models of environmental psychology proposed in literature, namely to Mehrabian and Russell (1974). This model shows that the presence of different types of stimuli in store, together with the personality of the different individuals, can have a direct influence on emotional states tested by consumers in terms of pleasure, arousal and dominance and thus also on behavior, such as spending, length of time spent in the store, interactions and future intentions. This research work, therefore, bases its foundations on it to propose an experimental model thanks to the introduction of two new factors: the involvement of individuals, that is the importance that is attributed to certain objects, actions or activities, and self-identity, understood as the identification of themselves with the values underpinning the philosophy of the store and the brand owner. After an exhaustive analysis of the relevant literature will be presented the research work carried out and the results obtained with regard to the relationship between emotional states caused by environmental stimuli present in the store and the behavior implemented by the individuals in a specific situation of shopping, with particular reference to the case of a single-brand store, Lush, where cosmetic products are sold exclusively.