Adrian Bradshaw

Case Study 9: Happy Textile: Is Store Atmosphere Still A Priority?

Michael, a recent graduate from a prominent university in Malaysia, decides to move back to his home town of Ciamis in Indonesia to take over his family business that sells textile. He is eager to put into practice all of the business knowledge he acquired during his MBA program. In the first month managing the store he has identified several aspects of the business that could be improved and he thinks that one of the most important aspects, in need of immediate attention, is the store atmosphere. The store looks dull with limited space for customers to move around. Further, the products are not well-organized making it difficult for customers to browse and select the products that they are interested in purchasing. Based on the marketing concepts he learned in his MBA program, and his pleasant experience shopping in many stores in Kuala Lumpur, Michael contemplates redesigning the store to improve its atmosphere. He believes that he needs more space to display the products properly and allow his customers to have a pleasant shopping experience. He considers buying the adjacent store, which has been struggling lately, in order to expand the existing store. However, he realizes that due to its strategic location, purchasing the adjacent store might create potential cash flow problems in the near future, particularly if the forecasted future sales are not as expected.

Optimum Stimulation Level and Shopping Experience: A Case of Australia

Tourists’ or regular customers’ shopping behaviour is of major interest to retailers. This chapter intends to investigate the relationship between optimum stimulation level (OSL), shopping experience and retail outcome. The study is conducted in Perth, Australia; 288 shoppers participated in the study. The study found that there are significant relationships between social factors and OSL, interior layout factor and OSL, store quality and social factor and interior layout, satisfaction and store quality and repatronage intention and shopping satisfaction.

Hedonic Shopping Motivation: Does It Really Matter?

In this chapter we intend to investigate the relationship between hedonic shopping motivation, shopping experience and retail outcome. The study is conducted in Surabaya, Indonesia. Three hundred and thirty shoppers participated in the study. The study found significant relationship between interior and layout and adventure motivation, interior and layout and social motivation, social factor and social motivation and social factor and idea motivation, service quality and interior and layout and social factor, shopping satisfaction and service quality and repatronage intention and shopping satisfaction.