Assessing Consumer Experience in the Retail Sector: Differences by Demographic Variables
Nowadays, retailers must strive to set themselves apart from their rivals by providing a positive shopping experience for their customers. The author identifies multiple experience dimensions and develops a six-dimensional shopping experience scale: sensory (tactile, smell, auditory, visual, and taste), intellectual (through design and with employees), social, pragmatic, and emotional. When we looked at the experiences by sector of operation, we discovered that emotional experiences predominate in certain areas, such as jewellery and bookstores. According to empirical research, certain demographic variables (age, gender, and level of education) vary in relation to the dimensions of the consumer shopping experience (sensory experience, intelectual experience through design and emotional experience). Since major variations in these types of experiences are observed based on the demographic variables listed above, it is critical to develop innovations related to these experiences. The retailer would create an experiential shop that is of special interest to the customer, enhancing imagination, ingenuity, and arousing consumer curiosity.
Author (s) Details
Business Administration Department, University of Oviedo, 33006 Oviedo, Asturias, Spain.
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