ENHANCING CONSUMER EMPOWERMENT

Enhancing Consumer Empowerment
Len Tiu Wright, Andrew Newman, Charles Dennis.
SOURCE
European Journal of Marketing. Bradford: 2006. Vol. 40, Iss. 9/10; p. 925

COMMENT

To get one step further in competition, firms are focuses on consumer satisfaction. Consumers have a choice whether buy or not to buy product. If consumers are able to enjoy the consumption process than they feel empowered. Therefore firms need to understand the contexts in which consumers exercise their choices. So market orientation taking a critical role to increase consumers’ purchasing satisfactions. The atmosphere of a shop can influence positive emotions and behaviors. Music, aroma and video screen media are generally related to increase emotional response. Increasing shopping time with enhancing positive emotions, firms achieve higher sales. Atmospheric stimuli can act to increase positive emotion, atmosphere and consumer empowerment. Thus, consumers spend more time and money in the marketing environment, improving firms’ performances in the competitive business arena. When consumers enjoy from being in a pleasant atmosphere and are also presented with timely, interesting and relevant information, they are likely to stay longer and spend more.

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