Qualitative Market Research: An International JournalTechnique of collage for store design atmosphericsAmel Dakoumi Hamrouni Maha Touzi

Article information:To cite this document:Amel Dakoumi Hamrouni Maha Touzi, (2011),"Technique of collage for store design atmospherics",Qualitative Market Research: An International Journal, Vol. 14 Iss 3 pp. 304 - 323Permanent link to this document:http://dx.doi.org/10.1108/13522751111137523

Downloaded on: 30 March 2015, At: 05:30 (PT)References: this document contains references to 69 other documents.To copy this document: permissions@emeraldinsight.comThe fulltext of this document has been downloaded 1705 times since 2011*

Users who downloaded this article also downloaded:Geetha Mohan, Bharadhwaj Sivakumaran, Piyush Sharma, (2013),"Impact of store environment on impulsebuying behavior", European Journal of Marketing, Vol. 47 Iss 10 pp. 1711-1732 http://dx.doi.org/10.1108/EJM-03-2011-0110Hamida Skandrani, Norchène Ben Dahmane Mouelhi, Faten Malek, (2011),"Effect of store atmosphericson employees' reactions", International Journal of Retail & Distribution Management, Vol. 39 Iss 1 pp.51-67 http://dx.doi.org/10.1108/09590551111104477Jennifer M. Mower, Minjeong Kim, Michelle L. Childs, (2012),"Exterior atmospherics and consumerbehavior: Influence of landscaping and window display", Journal of Fashion Marketing and Management:An International Journal, Vol. 16 Iss 4 pp. 442-453 http://dx.doi.org/10.1108/13612021211265836

Access to this document was granted through an Emerald subscription provided by 434496 []

For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald forAuthors service information about how to choose which publication to write for and submission guidelinesare available for all. Please visit www.emeraldinsight.com/authors for more information.

About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The companymanages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well asproviding an extensive range of online products and additional customer resources and services.

Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committeeon Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archivepreservation.

*Related content and download information correct at time of download.

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Technique of collage for storedesign atmospherics

Amel Dakoumi Hamrouni and Maha TouziHigher 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 thecreation of an ideal store by using the projective technique of collage. In particular, it discusses the role ofthe factor of atmosphere which a distributor must privilege to satisfy the expectations of current customer.

Design/methodology/approach – To this end, a qualitative exploratory survey based on thetechnique of collage has been carried out with a sample of 30 individuals. The information werecollected through the drawings and the technique of “complete the following sentence”. The collageswere analyzed using a holistic approach.

Findings – The results show that the new customer refers to all the stimuli of the environment ofpurchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particularthe 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 gofurther than a declaratory matter collected by questions about the concept of the environmentalfactors. Indeed, in spite of the limited number of the individuals relied upon for the study, the imagesthat were stuck on paper were enriching and made it possible to explain what evokes for the consumerthe 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 asignificant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of theirbusiness, the persons in charge should follow this practice by considering the atmosphere as a sum offactors which should be managed in a coherent and harmonious way and not in an intuitive way; thusconstituting sources of creation of value for the consumer. In other words, the distributors must implementthe 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 undertakenon this subject. It proposes an indirect qualitative study (projective study) making it possible to certify thepassage of the consumer from an atomized vision towards a holistic vision including informing thedistributors on the atmospheric components most adapted to the new requirements of the current consumer.

Keywords Factors of atmosphere, Emotion, Holistic perception, Projective technique of collage,Store ambience, Consumer behaviour

Paper type Research paper

1. IntroductionA “pleasant” shopping environment has become the criterion, impossible to circumvent, inorder to attract and make a client faithful. This criterion took over other factors likeproducts, prices and promotions. The current consumer has a personality marked withsensitivity to various types of subjective reactions such as pleasure, loyalty, etc. So, he nolonger makes his choice based solely on the product’s characteristics. The client can alsoexperience emotions, feelings and phantasms during his experiment of storing; hisperception has changed, it has moved from a utility vision based on information towardsa hedonic vision where the real environment can cause emotional and behavioral answersof 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

QMRIJ14,3

304

Qualitative Market Research: AnInternational JournalVol. 14 No. 3, 2011pp. 304-323q Emerald Group Publishing Limited1352-2752DOI 10.1108/13522751111137523

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Taking into account such a report, a very particular attention must be granted to thecreation of a pleasant environment of purchase and to the development of an atmospheresuitable for and associated to the store. For that purpose, the distributor must mainlyseek to be distinguished by the way in which he puts the goods or services proposed inhis sale point. He would thus defend the environmental identity by offering thecustomers the possibility, via the atmosphere of the store, of living a gratifyingexperience at the time of during their visits (to enjoy unforgettable moments, to divertoneself while carrying out one’s shopping [. . .] (Chebat and Turley, 2002). Recentresearch has been interested in studying the influence of only one atmospheric variableon the customer’s behaviour giving place to contrasted and sometimes contradictoryresults (Maille, 1999, 2001, 2003; Areni and Kim, 1994; Dauce, 2000; Rieunier, 1998, 2000;Yalch and Spangenberg, 1990, 2000; Ben Dahmane Mouelhi and Choura, 2006; BenDahmane Mouelhi and Touzani, 2003; Filser, 2003; Lemoine, 2002, 2003, 2004). [. . .] Butvery few studies have been taken into account the holistic perception of the consumer atthe point of sale (Bitner, 1992; Lemoine, 2003) and even less his total perception vis-a-visthe ideal store. This research tries to fill this gap through a projective study based onthe technique of collage. It shows that the perception of the consumer has moved froma utility vision towards a hedonic vision and that when the latter enters a store, heperceives the atmosphere in a holistic manner seeking the presence of both the physicaland social environmental factors that answer his expectations; an environment of salefilled with sensory stimuli likely to evoke emotions and to generate a certain hedonicgratification. This leads us to set about the following problematical issue.

What are the factors of atmosphere which a distributor must privilege to satisfy theambitions of the current client?The objective is to understand holistic perceptions of the current consumers vis-a-visthe concept of ideal store. From a managerial point of view, this research informs thedistributors about the factors of atmosphere which have an effect on the emotionalreactions of the consumers the most thus allowing them a better control and explorationof those factors during the creation of their sale point. A combination of these factors willmake it possible to create this ideal store evaluated by the greatest number of customers.

For that, this research is structured in two parts: the first provides a review of literatureon the development of the consumer’s behaviour and on the concept of atmosphere at thesale point. The second focuses on the methodological aspects of the study and its results.

2. Conceptual framework of the research2.1 The passage from cognitive to experientialThe concept attitude is defined as a mental state of an individual; a predispositionlearned to answer an object in a way that is constantly favorable or unfavorable. It isregarded as the best preacher of the consumer’s behaviour by the majority of the modelsof analysis (Dubois, 1994). This concept reveals three dimensions namely, the cognitive,emotional and conative dimensions (Lavidge and Steiner, 1961). Nevertheless, certainresearchers reject the tripartite structure of the attitude and suggest a structure withtwo components. Indeed, the work of Zajonc and Markus (1982) like that of Hirschmanand Holbrook (1982) insists on the independence of the emotional dimension fromthe cognitive one in the decision-making process of the consumer. Zajonc and Markusnote that people declare a preference towards a product or service without quoting

Techniqueof collage

305

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

or justifying its advantages. In this case, the decision-making process of the consumer isrepresented in the following form:

Emotional ! Conative

The authors suggest, for that, a certain number of characteristics for emotionaldimension:

(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 processof the customer.

(4) It does not require any effort from the consumer considering his automaticparticipation 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 ofindependence. The experiential paradigm has come to frustrate the dominating modelof data processing while being interested in the symbolic, hedonic and aesthetic natureof the consumption. Beyond the acts of purchase and consumption, the individual can alsoexperience emotions, feelings and phantasms. This experimental prospect comes undera phenomenological spirit and considers consumption as a subjective and primary actwhich 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 visionCurrently, the evaluation of the consumer is mainly justified by the search for hedonicgratification 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 theconsumption since it is not the choice of the product that is likely to meet best hisfunctional needs. At this stage, we no longer speak about a simple act of purchase, butrather of an experience of purchase: one moves thus from a pure utility aspect wherethe customer finds the wished product, towards an increasingly hedonic aspect whosepurchase reflects the pleasure, the enjoyment and the emotional richness rising fromthe experience of shopping. In this case, purchasing becomes much more valuable.

Indeed, the customer, because of stress and routine, is sensitive to thegratifying, subjective and symbolic characteristics of the service, he seeks to begratified by psychological and emotional appreciations and he refers to this felt state torelease evaluative reactions enabling him to be favorable or unfavorable. He wishesin conclusion to integrate this emotional information in its various decision-makingprocesses. For that, it is imperative for the distributors to explore the advantagesperceived by the customers. The sector of distribution must be marked by a series ofcorrections of its strategies in order to satisfy the new consumer who leads torecommendations 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 areused to indicate the new consumer: “chameleon consumer”, “hedgehog consumer”

QMRIJ14,3

306

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

or “adult consumer” (Cova and Cova, 2004). The current client is “indifferent”. He getsbored with the homogenization of the offer as he is seeking an ultimate differentiation. Hisbehaviour has radically changed, it has been perceived as an emotional being in the searchof 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 hisdifference and his personality with complete freedom. Pleasure and entertainmentinterest 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 onprivileging authenticity (Camus and Maille, 2004), quenching the thirst for innovation,guaranteeing the escape from the ordinary, developing social bonds at the time ofpurchase and seeking a convivial atmosphere. This experience represents a truelife-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 anincreasing homogenization of the products and services, the customer seeks to carry outgrouped purchases and gives more importance to the choice of the store allowing him toassert a hedonic gratification, to live unforgettable and built-in moments calling upon allhis senses (sense of smell, vision, hearing, touching and taste). Thus, he seeks to enrichhis storing acts and to be enchanted not only by information acquired about a product orservice 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 athematized context; an enclosed and secure context that differs from his daily lifeenabling him to discover another personality until now ignored rather than meet simpleproducts or services. His requirements extend towards and are expressed through aromantic movement of change, imagination and bright times. That is another way ofliving which privileges a state of extreme emotional excitement opposed to the plainroutine of everyday life (Cova and Cova, 2004).

2.2.2 An evolution towards experiential marketing. Experiential marketing tries tofill the insufficiencies of the traditional marketing which presents for its part only ananalytical, rational and mechanic vision of the products, the competitors and theconsumers. Indeed, traditional marketing starts from the principle that the customersevaluate the functional characteristics of the products, compare them, and make theirchoices according to the adequacy of the product to their needs. It also considers thatcompetition is exerted especially inside narrowly defined categories of products andconsumers as rational agents: their decisions of purchase correspond to several reasonedstages. Experiential marketing, on the other hand, sticks to the experiences lived by thecustomer. These experiences have sensory, emotional and relational dimensions notonly 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 asthe way of conceiving them, packing them and developing them in a commercialenvironment to make them more attractive. In this context, the customer more readilylets 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 thestrategy of the creation of an ideal store, different from the rivals’ as it answers thenew requirements of the postmodern qualified consumer “Chameleon” (Ochs andRemy, 2006).

Techniqueof collage

307

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

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 apositioning experiential of a store aims at:

Getting for the customer an intrinsic value derived from a gratifying hedonic experience ofleisure and social interactions, being based either on tangible elements of the offer, or onsymbolic 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 salepoint improves the explanation of the process of satisfaction, which is a result of theinteraction between the individual and the service. It is not any more the result of acalculation, but also the product of an experience. The physical environment whichwas at the beginning a support for the offer, becomes itself the offer as such.

The art of experiential marketing is thus to create a strong emotional feeling, a positiveattitude making it possible to allure consumers to frequently return to a sale point. Thiscan be carried out only by the attachment which the customers feel for the store andwhich can be either weak or extreme. This staging of the individual in a symbolic,spectacular and extravagant environment of purchase seems unavoidable, making itpossible 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 oftransactional marketing thus it is based primarily on the creation of a pleasant contextmaking it possible for the customer to live an experience (Mapes, 2007).

Applying former methods no longer renders results. The time when one bought aproduct for its simple objective value is gone. So the distributor must proposea personalized relationship to the client thanks to the supplements which make adifference. For that he should:

. associate points of sale with lively spaces to which customers would prefer toreturn because they generate in them positive emotions (Lemoine, 2004);

. answer the customers’ expectations as far as interactions are concerned, on theone hand, with the staff and other visitors, on the other hand, with theadjustment of the space of sale (factors of animation and design); and

. increase the satisfaction degree of the customers with respect to the points ofsale.

Thus, the new advanced methods that a distributor must currently take into account isto dramatize the offer of his company through the atmosphere which must beapproached 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 stressthe importance of souvenirs. In addition, Pine and Gilmore (1999) affirm that the salepoint 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 ofexperiences in order to be impregnated with its new characteristics and move more andmore from the sale of products to the sale of experiments to the consumers with an aim ofbeing different from the competitors.

QMRIJ14,3

308

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

3. Need for the implementation of an environment of purchase based on thedesign of the atmospheric factors3.1 Definition of the atmosphereThe factors of atmosphere have, during the last years, occupied an increasinglysignificant place in research marketing (Anand and Holbrook, 1990; Dubois, 1996; Babinand Attaway, 2000; Lemoine, 2005). This can be explained first of all by the difficultiesmet by those in charge to predict effectively the behaviour of the individual usingtraditional tools for analysis (attribute of the products and profile of the customers).Lemoine and Alebertini (2000) were able to confirm that the environmental variables canbe considered as marketing tools likely to help the distributors in their policies ofreferencing 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 timeof 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 intoconsideration by the distributors. Among the multitude of the definitions presented inthe 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 becontrolled in order to influence the emotional, cognitive, physiological and/or behavioralreactions of the occupants (as well consumers as employees). These elements can be handledand include stimuli of animation such as the color, the odor, the music, the light, and thematters, as well as the relationship employee-customer.

From this definition, we can conclude that the atmosphere is a whole with multiplefacets, composed of multiple factors which can be handled, in order to support certainemotional effects in the purchasers being able to communicate impressions ofexcitement, dynamism or relaxation. Among these factors, we find the tactile factors(temperature and moisture), auditory (music and noise), gustatory (offered tastings andproducts), olfactory (odors and perfume), visual (colors, light and architecture) and social(contacts with the employees and density of customers). These factors were classifiedaccording to several typologies. The most quoted and referenced by the researchers iscategorization 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 thesenses of the individuals. Among these factors, one can mention music, the qualityof the ambient air, perfume and cleanliness.

. Design factors. They are the visual stimuli of the internal and externalenvironment. 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 willtend to favour a decision of purchase?

. Social factors. They indicate the human component. They relate to the occupantsof the space of sale (customers and employees) and more exactly their numbers,their kindnesses, availability, courtesy and their behaviours which can affect theperception and the behaviour of the individuals.

Techniqueof collage

309

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

3.2 The modeling of the effects of the atmosphere of a sale point on the reactions of theconsumersSeveral theoretical models tried to explain the impact of the environment of purchaseon 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 ofsituational variables likely to influence their behaviour.

The idea according to which the atmosphere can influence the behaviour of theindividuals goes back to psychological environmental research in 1920. The first work ofthe 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, thefirst reflexion on this subject is attributed to the French Researcher Guy Serraf, who, in1963, 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 recognitionof the limitations of the explanatory power of the individual characteristics on thepurchaser’s behaviour was ever proved, Belk (1975) worked out a broader framework ofreflexion on the sum of the variables which can influence the consumer at the time of thesepurchases. 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 couldrepresent a marketing tool able to influence the emotional answers of the individuals(Paradigm PAD). Thereafter, in the 1990s, Bitner proposed a much more exhaustivemodel of the influence of the situational variables on the reactions of the customers by theintegration of the reactions of the employees. Finally, Dauce and Rieunier (2002) workedout complementary models for better seizing the role of the atmospheric factors on theanswers of the consumers by integrating individual moderating variables.

After this short historical review of principal models, we notice that each model has itsown characteristics: Kotler (1973/1974) and Mehrabian and Russel (1974) propose twomodels explaining the bond between the atmosphere of the sale point and the behaviour ofthe consumer in store. Bitner (1992) insists on the idea that the same physical environmentwhich influences the consumer on an emotional, cognitive and physiological way can alsoaffect the staff of sale by causing a behavioral reaction. Dauce and Rieunier (2002)integrate other variables such as the individual characteristics (e.g. personality, thresholdof sensory detection, attention paid to the factors of atmosphere, etc.) and situationalcharacteristics (e.g. moment of purchase). They take into account, in their model, onlypositive reactions of approach. They also choose to integrate the cognitive reactions suchas “inference” and “evocation” instead of those of belief, categorization and symbolicsignificance used by Bitner.

For the application of these models, several former researches have shown the effectof 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 relatingto the physical design of the sale point:

. sound (vocal) dimensions (Siberil, 1994; Rieunier, 1998, 2000; Ben DahmaneMouelhi and Touzani, 2003; Morrisson, 2003);

. olfactive dimensions (Knasko, 1992, 1993; Spangenberg et al., 1996; Chebat andMichon, 2003; Lemoine and Bonnin, 1998; Dauce, 2000);

. social dimensions (Dion, 1999; Eroglu and Machleit, 1993);

QMRIJ14,3

310

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

. 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 theconsumer’s behaviour must be approached in a holistic way starting from the sum ofthese factors, each one of them acting so much on the emotions (pleasure felt at the timeof his visit and degree of wakening inside the store) and on the actions undertaken bythe consumer (attendance time and amount of purchase carried out). The objective ofthe empirical part and more precisely of the projective technique of collage allows thedetermination of the factors of atmosphere that answering the most the newexpectations of the Tunisian consumers.

4. Methodology of qualitative research: projective technique of collage4.1 Presentation of the methodThe atmosphere has been studied according to various methods such as talks andquantitative studies. Rare are the studies using the deductive method and more preciselythe projective technique of collage having for goal to determine the new vision of currentclients and to present the atmospheric factors inciting the consumer to attend a salepoint. Quite often this technique consists in observing and analyzing at the unconsciouslevel 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 aquestion of handling photographs or images rather than resorting to words.

The projective technique of collage permits a good understanding of customers, thusallowing the discovery of unconscious significant information, the exposure of unusualbehaviours and ways to structure quantitative studies. Such method calls upon thecapacity of the survey participants to create scenarios while drawing or sticking imagesdrawn from the magazines. It makes it possible to avoid any bias. It is also characterizedby the importance given to the imagination of the survey participants and consequentlythe richness of the analysis which would result from it (Vignolles and Bonnefont, 2007).The projective methods correspond for Guelfand (1989) to the second generation ofqualitative study whose postulate is that “of the unvoiced”. Compared to the classicalqualitative studies like “Focus Group”, for example, a fundamental difference is noted bythis author: in the projective studies, the group is not regarded as “a collection ofindividuals” but taken “as the same individual”. Consequently, “the analysis relates tothe 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 frommagazines in order to identify the factors of atmosphere requiring more attention for adistributor. For that, we have based our study on a sample of suitability belonging tonon-probabilistic sampling. The elements of the population are selected according tothe judgment of persons in charge of studies. This type of sample is possible for theexploratory studies having for goal to discover the new opinions, perceptions andexpectations of the clients relating to a well-defined concept. The projective techniqueand more specifically the technique of collage need two elements to be carried outunder the best conditions: time and space from where the recourse to a sample ofsuitability with a reduced number of the consumers is required for reasons of speedand praticity.

Techniqueof collage

311

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

4.2 Unfolding of the studyOur study included the observation of 30 individuals living in Tunis and who are regularvisitors of the “Geant” supermarket. The choice to carry out our research while taking asreference this company of distribution can be attributed to several reasons: an excellentstrategy which aims at emphasizing the offer using a specific atmosphere, its modernstyle alluring the Tunisian consumer, the concept of self-service, the fitting of space aswell as the diversity of the products. The study was thus carried out in residence wherewe distributed 80 magazines and put at their disposal various utensils (glue, scissors andpens) while asking them to express themselves on the subject through the images. Thismade it possible to better represent forms and images to a subjective universe made up offeelings, desires, needs and dreams. The instructions were on what evokes for theconsumers “an ideal point of sale” and on what they wish to find in a store when they goshopping, 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 understandtheir choice of images and to facilitate their analysis, the need for their comments iscrucial since the interpretation of a collage can be dissociated only starting from thepeople who created it. For that, the integration of the technique of the sentences to becompleted is necessary. Thus, a second question was also required concerning theirdesires “When I plan to go shopping in a department store, I wish to find [. . .]”; but thistime the answer was verbalized in order to collect their comments for each image as wellas for various information and justifications of the principal and secondary elementsdescribing this concept. To avoid such a problem of repetition of the ideas, of 30 collageswe kept only 20 images. These collages made it possible to the survey participants toproject their opinions, hidden attitudes and feelings concerning “the ideal store”.

4.3 Analyze results and discussionThe information collected through the drawings and the technique of the sentences tobe 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) andin secondary topics (S) (frequency of representation of the image) of collectedinformation. A horizontal and vertical analysis has been carried out (Bonnefont andErraja, 2006). The horizontal analysis, which consists of a total reading of collages, hasenabled us to raise the principal topics relating to the variables of atmosphere whereasthe vertical analysis, which consists of a more detailed reading of collages, has enabledus to raise and to interpret the significance of each variable of atmosphere representedsuch as colors, hedonism, innovation, directions, culture, quality, etc. and to appreciatethe 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;

QMRIJ14,3

312

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

. 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 bypleasure, 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 ofcolors (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 avoidingthe broadcasting of a high volume; the presence of perfume, a good odor with anavoidance of mixing the odors; to be able to flip through product booklets turningand to taste the new products before the purchase.

(2) The physical support facilitates comfort, for example, by an electric elevatoravailable for the individuals like for the carriages, decomposition in standsfacilitating the way and the distinction. The physical support also consists ofthe design, formed by elements of decoration: wall decoration in relation to theexposed products, flowers and natural plants outside as well as inside; a cleanpoint of sale, spaced and well presented, a rather broad space between the raysallowing space management. The current consumer wishes there is in his storemore cash desks and cashiers in order to avoid crowd and stress.

(3) The social factors are related to the good communication between salesman andcustomer: 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)

–

Techniqueof collage

313

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Top

ics

and

nu

mb

erC

olla

ges

and

qu

otat

ion

sS

ente

nce

sto

be

com

ple

ted

Fre

qu

enci

es(P

/S)

Sig

nifi

can

ces

En

vir

onm

ent/

fact

ors

Deg

rad

atio

nof

the

colo

rsL

igh

t/ca

nd

les

To

fin

da

stor

ew

ith

ad

egra

dat

ion

ofth

eco

lors

,v

ario

us

lev

els

ofli

gh

tin

g20

Var

iati

onof

the

colo

rsan

dli

gh

tin

gar

ea

sim

ula

tiv

efa

ctor

Th

ese

elem

ents

mak

eit

pos

sib

leto

crea

tea

spec

ific

atm

osp

her

ean

dan

inti

mac

yw

ith

the

cust

omer

sE

nv

iron

men

t/d

esig

n/s

ense

Th

ev

isu

al:

colo

rs:

red

,b

lue,

yel

low

,g

reen

,or

ang

e,w

hit

e,an

dp

ink

“to

choo

seW

ell,

itis

tosu

ccee

d”

Th

eso

un

d:

mu

sici

ans,

mu

sica

lin

stru

men

tsT

he

olfa

ctiv

e:th

ep

rese

nce

ofth

ep

erfu

mes

(Mis

sD

ior,

etc.

),a

wom

ansm

elli

ng

lem

onad

e;T

he

det

erg

ent

“com

fort

”T

he

gu

stat

ory

:a

wom

and

rin

kin

gT

he

tact

ile:

the

two

han

ds,

asp

oon

Th

ev

isu

al:

toob

serv

ea

goo

dla

nd

scap

e,to

fin

dan

adm

irab

led

esig

n,

rem

ark

able

and

such

ab

eau

tifu

lon

e,a

goo

dch

oice

ofth

eco

lors

Th

eso

un

d:t

oli

sten

tok

now

nm

usi

c,to

avoi

dth

ed

iffu

sion

ofa

lou

dv

olu

me

Th

eol

fact

ive:

tofe

ela

goo

dod

or,

toav

oid

the

mix

ture

ofth

eod

ors

Th

eg

ust

ator

y:t

ote

stth

en

ewp

rod

uct

sb

efor

eth

ep

urc

has

e,to

reas

sure

Th

eta

ctil

e:to

turn

over

the

boo

kle

tsof

each

pro

du

ct

18T

he

ind

ivid

ual

has

an

atu

re’s

nee

dfo

rae

sth

etic

s:it

isan

exis

ten

tial

nee

dO

nce

the

pri

mar

yn

eed

sar

esa

tisfi

ed,

the

ind

ivid

ual

star

tsto

seek

the

bea

uty

,th

ech

oice

ofth

eco

lors

,of

the

form

s,th

em

usi

c,th

eod

or,

etc.

wh

ich

con

stit

ute

all

ofth

efa

ctor

sof

succ

ess

and

mat

uri

tyT

he

con

sum

ertr

ies

toan

aly

zeth

esi

tuat

ion

ofco

nsu

mp

tion

asa

wh

ole,

then

chec

ks

the

adeq

uac

yof

the

pro

du

cts

toh

isex

pec

tati

ons

Th

efi

ve

sen

ses

are

clos

ely

lin

ked

.T

hey

all

tak

ep

art

the

hu

man

per

cep

tiv

esy

stem

inP

hy

sica

lsu

pp

ort/

com

fort

An

elec

tric

elev

ator

avai

lab

lefo

rth

ein

div

idu

als

asfo

rth

eca

rria

ges

Ex

tern

alar

chit

ectu

re(t

he

form

)T

he

dec

omp

osit

ion

inst

and

sal

low

sth

efa

cili

tyof

the

way

and

the

dis

tin

ctio

n

To

fin

da

stro

ng

auto

nom

yco

mp

ared

toth

eot

her

poi

nts

ofsa

leT

od

isco

ver

the

stan

ds

To

fin

da

un

iver

sein

cen

tiv

eto

vis

itth

est

and

s

20T

he

curr

ent

con

sum

erp

refe

rsth

eco

mfo

rtof

pu

rch

ase

and

the

ple

asu

reT

he

dec

omp

osit

ion

inst

and

sco

nst

itu

tes

ach

ang

em

akin

git

pos

sib

lefo

rth

ecl

ien

tto

spen

dm

ore

tim

e,to

fin

dan

dch

oose

easi

lyh

isp

rod

uct

Ph

ysi

cal

sup

por

t/ad

apta

tion

toth

en

ewco

nsu

mer

Av

ideo

room

for

chil

dF

orth

ey

oun

gp

eop

lean

dad

ult

s:sp

orts

hal

l,re

stro

om,

spec

tacl

eR

ead

ing

room

enri

ched

by

CD

and

mag

azin

es

To

fin

da

gam

ero

omfo

rch

ild

ren

Nu

rser

yin

ord

erto

carr

you

tth

ep

urc

has

esw

ith

out

bei

ng

stre

ssed

by

the

bab

ies

Aw

oman

flu

tter

ing

ab

ook

,b

ook

sT

ore

adth

en

ewsp

aper

san

dth

eb

ook

s

15 12

To

env

isag

esp

ecifi

cp

hy

sica

lsu

pp

orts

by

gen

erat

ion

inor

der

tod

istr

ess

the

cust

omer

To

faci

lita

teth

ep

urc

has

e/th

ev

isit

Goi

ng

bey

ond

the

mis

sion

ofst

ore:

the

new

stor

eis

asp

ace

ofle

isu

re,

pla

y,

rest

,of

spec

tacl

e,cu

ltu

re,

etc.

(continued

)

Table I.Collages analysis

QMRIJ14,3

314

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Top

ics

and

nu

mb

erC

olla

ges

and

qu

otat

ion

sS

ente

nce

sto

be

com

ple

ted

Fre

qu

enci

es(P

/S)

Sig

nifi

can

ces

Des

ign

/d

ecor

atio

nW

ater

Wal

ld

ecor

atio

nV

ases

To

fin

dd

ecor

atio

ns

inre

lati

onto

the

exp

osed

pro

du

ctT

ofi

nd

ast

ore

wit

ha

mu

ral

dec

orat

ion

Asp

ecifi

cat

mos

ph

ere

20A

bet

ter

inte

rnal

orex

tern

ald

ecor

atio

nm

akes

the

con

sum

erm

ore

atea

se,

mer

ry,

stim

ula

ted

,g

rati

fied

by

psy

chol

ogic

al,

sym

bol

ical

and

emot

ion

alap

pre

ciat

ion

sra

ther

than

by

fun

ctio

nal

app

reci

atio

ns

Des

ign

/nat

ure

“We

are

liv

ing

incr

easi

ng

lyol

dan

dw

ew

ant

toli

ve

inh

arm

ony

wit

hth

eal

ive

wor

ldw

hil

ere

mai

nin

gin

goo

dh

ealt

h”

“Nat

ure

,it

isou

rso

urc

eof

insp

irat

ion

”F

low

ers

Pla

nts

To

fin

dfl

ower

sin

ord

erto

feel

you

ng

and

ing

ood

hea

lth

To

fin

dv

eget

atio

ns

inou

tsid

eas

inin

teri

or

14N

atu

reis

afa

ctor

pro

du

cin

gh

um

anis

m,t

he

mot

ivat

ion

,th

en

eed

toli

ve

inh

arm

ony

wit

hth

eal

ive

wor

ld,

fres

hn

ess

Nat

ure

isa

pri

nci

pal

fact

orof

wel

lbei

ng

and

sati

sfac

tion

“Th

ep

lan

t”an

swer

sth

ed

evel

opm

ent

ofth

eim

age

ofth

eco

mp

any

Nat

ura

ld

ecor

atio

nis

am

ean

sof

pre

sen

tin

gon

esel

fto

oth

ers

Des

ign

/m

anag

emen

tof

spac

ean

dti

me

Rat

her

bro

adsp

ace

bet

wee

nth

era

ys

Wat

ches

Ara

ther

larg

esp

ace

wit

han

aim

ofav

oid

ing

crow

dT

ofi

nd

ap

oin

tof

sale

clea

n,s

pac

edan

dw

ell

pre

sen

ted

To

avoi

dru

shat

the

cash

des

k

20Q

ual

ity

and

spac

em

anag

emen

tm

ake

itp

ossi

ble

toim

pro

ve

the

des

ign

Th

ecu

rren

tco

nsu

mer

wis

hes

toh

ave

mor

eca

shd

esk

san

dca

shie

rsin

ord

erto

avoi

dth

ecr

owd

and

the

stre

ssS

ocia

lfa

ctor

s/an

imat

ion

An

imat

orfo

rch

ild

ren

dea

lsw

ith

them

,ra

ther

larg

ean

dco

ver

edsp

ace

(hor

se-g

ear,

nu

rser

y,

clow

n)

Gif

ts

Th

eb

est

and

ple

asan

tan

imat

ion

15T

oad

apt

anim

atio

nto

the

gen

erat

ion

sT

he

freq

uen

tati

onof

ast

and

isre

late

dto

the

pla

ys

Th

eof

fer

ofg

ifts

(tri

ps)

con

stit

ute

sm

ean

sof

sup

por

t,su

pp

ort

and

stim

ula

tion (continued

)

Table I.

Techniqueof collage

315

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Top

ics

and

nu

mb

erC

olla

ges

and

qu

otat

ion

sS

ente

nce

sto

be

com

ple

ted

Fre

qu

enci

es(P

/S)

Sig

nifi

can

ces

Soc

ial

fact

ors/

com

mu

nic

atio

nIn

form

atio

nan

db

ook

lets

onb

ehal

fof

the

rep

rese

nta

tiv

esT

oex

chan

ge

info

rmat

ion

To

dis

cuss

new

offe

rsA

goo

dco

mm

un

icat

ion

16T

he

avai

lab

ilit

yof

the

rep

rese

nta

tiv

esto

giv

ein

dic

atio

ns

and

toof

fer

boo

kle

tsco

nta

inin

gth

ein

nov

atio

nof

the

pro

du

cts

hel

ps

the

clie

nt

init

sch

oice

Th

ein

form

atio

nh

elp

sin

the

dec

isio

nm

akin

gof

pu

rch

ase

Soc

ial

fact

ors/

rece

pti

onT

he

rece

pti

onof

the

emp

loy

ees

“to

feel

ath

ome”

Th

esm

ile

ofth

eem

plo

yee

s

To

be

acco

mm

odat

edT

he

smil

eon

beh

alf

ofth

eem

plo

yee

s16

Th

ere

cep

tion

con

stit

ute

san

esse

nti

alfa

ctor

ince

nti

ve

the

clie

nt

toof

ten

atte

nd

ast

ore

Th

ela

tter

wis

hto

imm

erse

ina

un

iver

seat

the

sam

eti

me

fam

ilia

ran

dd

iffe

ren

tfr

omth

eir

dai

lyli

feT

hey

pre

fer

tofe

elw

ell

and

atea

seS

ocia

lfa

ctor

s/in

tera

ctio

nw

ith

the

cust

omer

s

Tw

ow

omen

shar

ing

ple

asan

tm

omen

tsT

ob

eac

com

mod

ated

16T

he

rela

tion

sof

con

com

itan

ceim

pro

ve

per

cep

tion

ofth

est

ore

Th

esm

ile

19

Dis

cov

ery

/ch

ang

e“I

tis

the

mom

ent

ofth

ech

ang

e”“t

oth

ink

Wel

l,cr

eate

wel

l”T

he

pre

sen

ceof

the

new

men

us

To

dis

cov

ern

ewth

ing

sto

be

fill

edw

ith

won

der

To

feel

ad

iffe

ren

tiat

ion

20T

he

dis

cov

ery

con

stit

ute

sa

dom

inat

ing

fact

orin

cen

tiv

eth

ecu

rren

tco

nsu

mer

toof

ten

atte

nd

ap

oin

tof

sale

and

the

dis

trib

uto

rto

be

dif

fere

nt

Pro

du

ct/

qu

alit

y“C

erti

fica

tion

”“T

ok

now

bef

ore

bu

yin

g”

“Th

eb

est”

“Th

en

ew”

Var

iou

sm

ark

sof

per

fum

es(C

hri

stia

nL

acro

ixG

ucc

i,B

oss,

etc.

)T

he

sale

ofth

ep

rod

uct

sof

lux

ury

:ca

rs,

jew

els,

fore

ign

pro

du

cts

Att

ract

ing

arti

cles

To

fin

dth

ech

oice

inor

der

tob

enefi

tfr

omth

eb

est

offe

rG

ood

pro

du

cts

wit

ha

goo

dq

uan

tity

To

fin

dp

rod

uct

sof

lux

ury

10 20

Th

eb

est

and

the

inn

ovat

ion

ofth

ep

rod

uct

sat

trac

tsT

he

trad

emar

kan

dth

est

and

ard

con

stit

ute

anel

emen

tes

sen

tial

for

the

curr

ent

con

sum

ers

inci

tin

gth

emto

atte

nd

ap

oin

tof

sale

and

toch

oose

the

pro

du

ctT

he

clie

nt

pre

fers

the

enco

ura

gem

ent

ofp

urc

has

eof

ap

rod

uct

oflu

xu

ry

(continued

)

Table I.

QMRIJ14,3

316

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Top

ics

and

nu

mb

erC

olla

ges

and

qu

otat

ion

sS

ente

nce

sto

be

com

ple

ted

Fre

qu

enci

es(P

/S)

Sig

nifi

can

ces

Pro

du

ct/

com

mu

nic

atio

nIn

dic

atio

nof

the

pri

ces

Goo

din

stal

lati

onof

the

pro

du

cts

20A

goo

din

stal

lati

onan

dap

pea

ran

ceof

pro

du

cts

Th

eg

ood

inst

alla

tion

ofth

ep

rod

uct

sas

wel

las

the

ind

icat

ion

ofth

ep

rice

sm

akes

itp

ossi

ble

toth

ecu

stom

ers

tog

oan

dse

ed

irec

tly

and

com

fort

ably

the

exp

osed

pro

du

cts

Th

eg

ood

app

eara

nce

ofth

ep

rod

uct

sm

akes

the

con

sum

erm

ore

atea

se,

mer

ry,

stim

ula

ted

,an

dg

rati

fied

Con

sum

pti

on/

hed

onis

mW

omen

wh

od

ance

,w

ish

ing

toes

cap

efr

omre

alit

y“T

he

lux

ury

offr

eed

om”

Th

eco

mfo

rtof

pu

rch

ase

Ple

asu

reto

con

sum

eN

otto

be

lock

edu

pT

ofo

rget

the

dai

lyco

nce

rnT

ora

ise

one’

ssp

irit

sT

og

etm

ore

exp

ensi

ve

inor

der

tog

etp

leas

ure

and

not

tom

eet

uti

lity

nee

ds

To

enjo

yso

ftm

omen

tsT

ob

efi

lled

wit

hw

ond

erT

oli

ve

ast

ron

gex

per

ien

ceT

ofi

nd

anal

ive

stor

eT

ofe

elm

erry

To

feel

atea

sean

dp

rote

cted

An

effi

cien

tan

dfa

stv

isit

19C

onsu

mp

tion

isre

gar

ded

asp

rim

aril

ya

sub

ject

ive

stat

eof

con

scie

nce

acco

mp

anie

db

yv

ario

us

sym

bol

icsi

gn

ifica

nce

san

dh

edon

ican

swer

sT

he

con

sum

eris

not

con

sid

ered

any

mor

eas

ara

tion

alb

ein

gw

ith

spir

itan

dre

ason

sb

ut

asso

meo

ne

hol

din

gem

otio

ns

and

feel

ing

s

Table I.

Techniqueof collage

317

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

of the employees. These factors are also related, for example, to the presence ofanimators for children. They include also the interaction between the customerswilling 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 onthe emotions and the behaviour of the consumers. The variation of color andlighting constitute, particularly a stimulating factor thus creating a specific atmosphereand an intimacy with the customers. The consumer tries to analyze the situationof consumption as a whole and then checks the adequacy of the products to hisexpectations. The five senses are closely linked. They take part all, indeed, in the humanperceptive system. Moreover, the physical support encourages visiting the standsmaking it possible for the clients to spend more time, to easily find and choose theirproduct. It also makes it possible to find an exciting atmosphere. For that, this one shouldbe adapted to each generation: a nursery for the babies, a room of video or game for thechildren; gymnasium, hall of rest, spectacle for the young people and adults, a room ofreading enriched by CD’s and magazines for the women. It makes it possible to facilitatethe purchase and also the visit. In addition, the elements of decoration release a specificatmosphere. Thus, a better internal or external decoration makes the consumer betterat ease, merry, stimulated, gratified by psychological appreciations, symbolic andemotional systems rather than by functional appreciations. That also permits one to feelyoung and healthy. Nature is a factor producing humanism, motivation, the need to livein harmony with the lively world. It constitutes a principal factor of well being and ofsatisfaction. “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 veryoften to games and gifts offered. Moreover, information helps the decision making ofpurchase; the availability of the representatives to give indications and to offer bookletscontaining the innovation of the products helps the customer in his choice and allowshim to feel “at home”. The reception constitutes an essential factor urging the clients toattend a store. Indeed, they prefer to feel good. In addition, the relations of concomitanceimprove perception of the store and the nice appearance of the products makesthe consumer merry, stimulated and gratified. Attractive articles, trademarks, and acertification constitute the essential elements for the current consumers to visit a point ofsale and to facilitate the choice of a product. The good installation of the products as wellas the indication of the prices makes it possible for the customers to go and consultdirectly and comfortably the exposed products.

Lastly, we have noticed that there is a surpassing of the store’s mission: from asale space towards a space of leisure, play, rest, spectacle and culture, etc. The discoveryconstitutes a dominating factor inciting the current consumer to often attend a point ofsale and incites the distributor to be creative; hence the need for a marriage betweentrade and leisure which is referred to as “Retailtainment” (Gilles, 2005).

QMRIJ14,3

318

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

5. ConclusionThe projective technique of collages made it possible to go further than a declaratorymatter 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 madeit possible to explain what evokes for the consumer the concept of “ideal store”, hisfeelings or his hidden emotions. The results made it possible to discover that the newconsumer has become increasingly demanding, preferring a subjective offer such as thereception, 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 consumerand influences his act of purchase. Thus, the customer refers to all the stimuli ofthe environment of purchase in order to satisfy the consumer’s utility, hedonic andeven social needs. The companies and in particular the distributors must direct theatmosphere of their store towards the vectors of attraction, gratification and distraction.They will have to create more accessible atmospheres, attracting and surprising theconsumer’s emotion and influence their purchase behaviour in order to ensure success attheir sale points. The results rising from this study can constitute a contribution as wellon the theoretical, methodological level on managerial one:

. On the theoretical level, this research is marked by a major vision, holistic of thevarious environmental components. It is not thus limited to sensory dimensions ofthe store, but it integrates the new requirements of the client such as dimensions ofdesign and social dimensions. Such an interest seems to be of great importanceconsidering the dominating influence of each environmental variable.

. On the methodological level, this study is distinguished compared to the majorityof the researches undertaken on this subject, based on the development of anindirect qualitative study (projective study) making it possible to certify thepassage of the consumer from an atomized vision towards a holistic vision asinforming the contractors on the atmospheric components most adapted to thenew requirements of the current consumer. This technique has shown that thesevariables 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 significantnumber of actions for the distributors. Indeed, in order to ensure the perennial oftheir trade undertakings, the persons in charge must take the practice to considerthe atmosphere as a whole of factors which should be managed in a coherent andharmonious way and not in an intuitive way thus constituting sources of creationof value for the Tunisian consumer. In other words, the distributors mustimplement the factors necessary to generate the comfort of purchase as well as thepleasure to consume. To identify a differential advantage is decisive because oneneeds to spend energy and considerable financial resources so as to arrange andbuild physical spaces which create an environment sufficiently convivial andfavorable to the act of purchase.

References

Anand, P. and Holbrook, M. (1990), “Effects of tempo and situational arousal on the listener’sperceptual and affective responses to music”, Psychology of Music, Vol. 18, pp. 150-62.

Techniqueof collage

319

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Areni, C.S. and Kim, D. (1994), “The influence of in-store lighting on consumers examination ofmerchandise in a wine store”, International Journal of Research in Marketing, Vol. 11 No. 2,pp. 117-25.

Babin, J.B. and Attaway, J.S. (2000), “Atmospheric affect as a tool for creating value and gainingshare of customer”, Journal of Business Research, Vol. 49, pp. 91-9.

Babin, J.B., Darden, W.R. and Griffin, M. (1994), “Work and/or fun: measuring hedonic andutilitarian shopping”, Journal of Consumer Research, Vol. 20, pp. 644-55.

Baker, J., Levy, M. and Grewal, D. (1992), “An experimental approach to making retail storeenvironmental decisions”, Journal of Retailing, Vol. 68 No. 4, pp. 445-60.

Baker, J., Parasuraman, A., Dhruv, Gl. and Voss Glenn, B. (2002), “The influence of multiple storeenvironment cues on perceived merchandise value and patronage intentions”, Journal ofMarketing, Vol. 66 No. 2, pp. 120-41 (Chicago).

Baron, R.A. and Bell, P.A. (1976), “Aggression and heat: the influence of ambient temperature,negative affect, and a cooling drink on physical aggression”, Journal of Personality andSocial Psychology, Vol. 33, pp. 245-55.

Belk, R.W. (1975), “Situational variables and consumer behavior”, Journal of Consumer Research,Vol. 2 No. 3, pp. 157-64.

Ben Dahmane Mouelhi, N. and Touzani, M. (2003), “Les reactions des acheteurs aux modalites dela musique d’ambiance: cas de la notoriete et du style”, Revue Francaise du marketing,Vol. 194 No. 4, pp. 65-81.

Ben Dahmane Mouelhi, N. and Choura, A.F. (2006), “La contextualite de la musique d’ambiance:Faut-il diffuser la meme musique dans des magasins differents”, paper presented at the5th International Marketing Trends – Janvier – Venise 2006 organise par l’ESCP.

Berman, B. and Evans, J. (1995), Retail Management: A Strategic Approach, 6eme edition,Prentice-Hall, Englewood Cliffs, NJ.

Bitner, M.J. (1992), “Servicescapes: the impact of physical surroundings on customers andemployees”, Journal of Marketing, Vol. 56 No. 2, pp. 57-71.

Bonnefont, A. and Erraja, K. (2006), “Congruence percue par le consommateur entre l’ambianceolfactive et les autres varaibles d’atmosphere du magasin: Etude exploratoire”, 11emejournee de Recherche en Marketing de Bourgogne, 9-10 Novembre, p. 19.

Bourgeon, R.D. and Bouchet, P. (2007), “Marketing experientiel et analyse des logiques deconsommation du spectacle sportif”, Revue Francaise du Marketing, Vol. 212 Nos 2/5,pp. 87-100.

Camus, S. and Maille, V. (2004), “L’influence des proprietes sensorielles du produit alimentairessur l’authenticite percue et la preference: le role de la congruence”, Recherche et Applicationen Marketing, Vol. 19 No. 4, pp. 39-63.

Cova, B. and Cova, V. (2004), “L’experience de consommation: de la manipulation a lacompromission?”, Les 3eme journee normandes de la consommation, Colloque “Societe etconsommation”.

Chebat, J.C. and Michon, R. (2003), “Impact of ambient odors on mall shoppers emotions,cognition and spending: a test of competitive causal theories”, Journal of BusinessResearch, Vol. 56 No. 7, pp. 529-39.

Chebat, J.-C. and Turley, L.W. (2002), “Linking retail strategy, atmospheric design and shoppingbehavior”, Journal of Marketing Management, Vol. 18 No. 2, pp. 125-44.

Davison, H.J. (1918), “The effect of color on mental and physical wellbeing – a study inpsychological reaction”, The Modern Hopital, Vol. 10, pp. 277-9.

QMRIJ14,3

320

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Dauce, B. (2000), “La diffusion de senteur d’ambiance dans un lieu commercial: interet et tests deseffets sur le comportement”, These de Science de Gestion, IGR, Universite de Rennes 1.

Dauce, B. and Rieunier, S. (2002), “Le Marketing sensoriel du point de vente”, Recherche etApplications en Marketing, Vol. 17 No. 4, pp. 45-65.

Debevois, K. (2007), “Authentic marketing”, Target Marketing, Philadelphia, Vol. 30 No. 11, p. 28.

Dion, D. (1999), “La foule dans un contexte commercial: concept, mesure et effets sur lescomportements”, These de Sciences de Gestion, IGR, Universite de Rennes 1.

Dubois, B. (1994), “Typologie de consommateur ou de situation de consommation?”, DecisionMarketing, No. 2, pp. 85-7.

Dubois, B. (1996), “Marketing situationnel pour consommateurs cameleons”, Revue francaise degestion, Vol. 110, pp. 83-9.

Eroglu, S. and Machleit, K. (1993), “Atmospheric factors in the retail environment: sights, soundsand smells”, Advances in Consumer Research, Vol. 20, p. 34.

Filser, M. (2001), “Le magasin amiral: de l’atmosphere du point de vente a la strategierelationnelle de l’enseigne”, Decision Marketing, No. 24, pp. 7-16.

Filser, M. (2003), “Le marketing sensoriel: la quete de l’integration theorique et manageriale”,Revue Francaise du Marketing, Vol. 194 No. 4, pp. 5-12.

Gatewood, E.L. (1921), “An experiment in the use of music in an architectural drafting room”,Journal of Applied Psycholoy, Vol. 5, pp. 350-8.

Gilles, M. (2005), “Le consommateur change, les etudes marketing aussi. Etat des lieux apres latempete”, Revue Francaise du Marketing, Vol. 201 Nos 1-5, p. 111.

Guelfand, G. (1989), “La Troisieme Generation du Qualitatif”, Revue Francaise du Marketing,No. 125, pp. 7-34.

Hirschman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption: emerging concepts, methodsand propositions”, Journal of Marketing, Vol. 46 No. 3, pp. 92-101.

Holbrook, M.B. and Hirschman, E.C. (1982), “The experiential aspects of consumption: Consumerfantasies, feelings and fun”, Journal of Consumer Research, Vol. 9, pp. 132-40.

Kotler, P. (1973/1974), “Atmospherics as a marketing tool”, Journal of Retailing, Vol. 49 No. 4,pp. 48-64.

Knasko, S.C. (1992), “Ambient odor’s effect on creativity, mood, and perceived health”, ChemicalSenses, Vol. 17 No. 1, pp. 27-35.

Knasko, S.C. (1993), “Lingering time in a museum in the presence of congruent and incongruentodors”, Chemical Senses, Vol. 18, p. 581.

Lavidge, R.J. and Steiner, G.A. (1961), “A model for predictive measurements of advertisingeffectiveness”, Journal of Marketing, Vol. 25, pp. 59-62.

Lemoine, J.F. (2002), “Perception de l’atmosphere du point de vente et reactionscomportementales et emotionnelles du consommateur”, Actes du 5eme Colloque EtienneThil, Universite de La Rochelle, CDRom.

Lemoine, J.F. (2003), “Vers une approche globale de l’atmosphere du point de vente”, RevueFrancaise du Marketing, Vol. 194 No. 4, pp. 83-101.

Lemoine, J.F. (2004), “Magasins d’atmosphere: quelles evolutions et quelles perspectives?”, RevueFrancaise du Marketing, Vol. 194, pp. 83-101.

Lemoine, J.F. (2005), “ L’atmosphere du point de vente comme variable strategique commerciale:bilan et perspectives”, Decisions Marketing, No. 39.

Techniqueof collage

321

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Lemoine, J.F. and Alebertini, T. (2000), “La prise en compte des variables situationnelles dans lespolitiques d’approvisionnement des distributeurs”, Actes de l’International CongressMarketing Trends.

Lemoine, J.F. and Bonnin, G. (1998), “L’utilisation de l’odeur d’ambiance comme variabled’influence des comportements en magasin: quelles justifications?”, Actes du ColloqueEtienne Thil, Universite de La Rochelle, pp. 60-77.

Luckiesh, M. (1924), Light and Work, Van Nostrand, New York, NY.

Maille, V. (1999), “L’influence des stimuli olfactifs sur le comportement du consommateur: leprocessus d’evaluation et l’intention d’achat du produit parfume”, These de Sciences deGestion, Universite de Montpellier 1.

Maille, V. (2001), “L’influence des stimuli olfactifs sur le comportement du consommateur: un etatdes recherches”, Recherche et Applications en Marketing, Vol. 16 No. 2, pp. 51-74.

Maille, V. (2003), “L’influence des odeurs sur le consommateur: la tendance a la recherche desensations et au comportement exploratoire comme variables moderatrices”, RevueFrancaise du Marketing, Vol. 194 No. 4, pp. 49-65.

Mapes, S. (2007), “Experiential marketing as a Wundt (erful) experience”, Design ManagementReview, Vol. 18 No. 2, p. 69.

Meer, J. (1985), “The light touch”, Psychology Today, September, pp. 60-7.

Mehrabian, A. and Russel, J.A. (1974), An Approach to Environmental Psychology, MIT Press,Cambridge.

Mkhinini, H. (2002), “La contribution de l’environnement physique a la differenciation desentreprises de service”, Revue Francaise du Marketing, Vol. 188 No. 3, pp. 43-59.

Morgan, J.J. (1917), “The effect of sound distraction upon memory”, American Journal ofPsychology, Vol. 28, pp. 191-208.

Morrisson, M. (2003), “L’influence de la musique et son impact sur la gestion des marques et dupoint de vente: une approche anglo-saxonne”, Revue Francaise deMarketing, Vol. 3 No. 188,pp. 69-78.

Ochs, A. and Remy, E. (2006), “Marketing strategique et distribution a l’aune du marketingexperientiel: porter aux pays des merveilles”, Decision Marketing, No. 42, pp. 75-81.

Pine, B.J. II and Gilmore, J.H. (1999), The Experience Economy: Work is Theatre and EveryBusiness a Stage, Harvard Business School Press, Boston, MA.

Plichon, V. (1998), “Vers un renouveau du processus de satisfaction: La necessite d’analyser lesetats affectifs”, Recherche et Applications en Marketing, Vol. IV No. 4, pp. 71-87.

Pressy, S.L. (1921), “The influence of color upon mental and motor efficiency”, American Journalof Psychology, Vol. 32, pp. 326-56.

Rieunier, S. (1998), “L’influence de la musique d’ambiance sur le comportement du client: revuede litterature, defis methodologiques et voies de recherches”, Recherche et ApplicationsMarketing, Vol. 13 No. 3, pp. 57-77.

Rieunier, S. (2000), “L’influence de la musique d’ambiance sur le comportement du consommateursur le lieu de vente”, These de Sciences de Gestion, Universite Paris IX Dauphine.

Siberil, P. (1994), “L’influence de la musique sur les comportements des acheteurs en grandesurface”, These de Sciences de Gestion, Universite de Rennes 1, Rennes.

Spangenberg, E., Crowley, A. and Henderson, P. (1996), “Improving the store environment: doolfactory cues affect evaluations and behaviors?”, Journal of Marketing, Vol. 60, pp. 67-80.

Tissier-Desbordes, E. (2004), “L’analyse de visuels en marketing: pour une complementarite desprincipales approaches”, Decisions Marketing, No. 36, pp. 63-74.

QMRIJ14,3

322

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

Turley, L.W. and Milliman, R.E. (2000), “Atmospherics effects on shopping behavior: a review ofthe experimental evidence”, Journal of Business Research, Vol. 49 No. 2, pp. 193-211.

Vignolles, A. and Bonnefont, A. (2007), “Evocations du developpement durable par desconsommateurs: Etude exploratoire par la methode projective des collages”, paperpresented at Congres de l’association Francaise du Marketing Avril – Aout.

Yalch, R. and Spangenberg, E.R. (1990), “Effects of store music on shopping behavior”, Journal ofServices Marketing, Vol. 4 No. 1, pp. 31-40.

Yalch, R. and Spangenberg, E.R. (2000), “The effects of music in a retail setting on real andperceived shopping times”, Journal of Business Research, Vol. 49 No. 2, pp. 139-47.

Zajonc, R.B. and Markus, H. (1982), “Affective and cognitive factors in preferences”, Journal ofConsumer Research, Vol. 9, pp. 123-31.

Further reading

Decaudin, J.-M., Malhotra, N. and Bouguerra, A. (2004), Etudes Marketing avec SPSS, 4th ed.,Pearson Education-France, Paris.

Evans, G. (1979), “Behavioral and psychological consequences of crowding in humans”, Journalof Applied Social Psychology, Vol. 9 No. 1, pp. 27-46.

Appendix. Projective studyQuestionnaireQ1: 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 authorsAmel 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 becontacted at: amelhamrouni@yahoo.fr

Maha Touzi, Doctorate, is an Assistant Professor at the Higher Institute of Management-Sousse,University of Sousse, Tunisia.

Techniqueof collage

323

To purchase reprints of this article please e-mail: reprints@emeraldinsight.comOr visit our web site for further details: www.emeraldinsight.com/reprints

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)

This article has been cited by:

1. Ann Hindley, Xavier Font. 2014. Ethics and influences in tourist perceptions of climate change. CurrentIssues 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]

Dow

nloa

ded

by U

nive

rsiti

Tek

nolo

gi M

AR

A A

t 05:

30 3

0 M

arch

201

5 (P

T)