Online retailing has grown rapidly and nowadays consumers’ needs become more and more demanding. Mass customization satisfies the need of customers for individuality. However, in order for retailers to offer a satisfying shopping experience, they need to take into account their retail environment. In online retailing, atmospherics play a significant role in consumers’ attitudes towards the store. The present study aims to analyze the role of high task-relevant atmospheric cues, thus those atmospherics that are strongly connected with the shopping goal, such as verbal content, display methods and navigation aids. Furthermore, the author will analyze the effect of the above atmospherics on consumers’ response towards the online mass customization environment. In order for the purpose to be fulfilled, semi-structured interviews were conducted in a purposive sample of ten participants. The results were analyzed based on the Stimulus-Organism-Response model. Finally, high task-relevant atmospheric cues are strongly related to the consumers’ final response by provoking either positive or negative emotions. More specifically, verbal content and display methods have a crucial effect on consumers’ end response. On the other hand, navigation aids contribute to a pleasant online experience but they do not affect final consumers; response significantly. Conclusively, the present study aims to be considered as a useful tool for marketing purposes as it can provide knowledge on how consumers behave in a mass customization online environment in the fashion industry. Such knowledge may appear crucial for professionals who want to meet their customers’ needs directly and effectively.

Thesis (MBA)--Stellenbosch University, 2011. / Customers expect from a store that displays expensive products to make an effort to decorate the store with atmospheric elements to create a prestige atmosphere. The four stores that the participants visited target upper-class customers and display expensive products. One of the participants mentioned that the atmosphere in Hip Hop remind her of a take-away restaurant. Hip Hop was making no effort to decorate its stores to create a hedonic experience for its customers. They were relying on their well-known brand name to sell their products. In the long run, this strategy will not be effective as the competition gets tougher and more brands enter the market. High-class fashion stores focus more on hedonic customers. Customers do not need to buy expensive clothes as there are many discount stores that could fulfil their clothing needs. In order for high-class fashion stores to attract customers they need to create a hedonic experience for their customers in the store. The customers must want to enter the store and spend time in the store. Atmospheric elements can attract customers to the store and influence the time they spend in the store. It is important that new fashion stores have the right atmospheric design in their stores. New stores cannot rely on a name as this is not well known. The atmospheric design of a store tells customers what they can expect in the store. One of our main findings is that there is a difference between the atmospheric designs in shopping centres. The fashion stores in the V&A Waterfront in Cape Town use atmospherics in their stores to create a prestige atmosphere for their upper-class customers. On the other hand, the atmospheric designs in the fashion stores in Canal Walk, which attracts middle-class customers, had a lower quality and were not regarded to be as prestige as those of the V&A Waterfront stores. The most expensive merchandise was also found in the fashion stores in the V&A Waterfront. Most of the stores in our sample use some atmospheric elements. However, the combination of the atmospheric elements in the stores did not always match. The participants viewed the atmospheric design as a whole and it was important to them that all the atmospheric elements fit together. The participants were noticeably disappointed with a store that did not make use of atmospherics to enhance its customers’ shopping experience. They found the store too plain as the storeowner did not make any effort to decorate the store. When they entered a store that did make use of atmospherics, the participants mentioned that they would like to spend more time in the store.

Background: Every fifth physical electronics store has been closed during the period between 2011 to 2017, and 30 % of all electronic products are now purchased online. As digitalization has affected both the number of physical stores negatively, but also loyalty towards firms among consumers, as price has become a more crucial role in decision making online, there is a need for physical stores to exploit the advantages that cannot be facilitated online to stay competitive. Purpose: The purpose of this study is to extend the understanding of how the valuation of sensory cues is related to consumer types in an electronics retail store context.Research Questions: To what extent are consumers in an electronics retail store utilitarian and hedonic in their needs and behavior? How do these consumers, in comparison to each other, value sensory cues in an electronics retail store environment?Methodology: The study uses a quantitative research approach with a cross-sectional research design and collects data through an online questionnaire. Findings: Consumers in an electronics retail store context tend to possess a higher degree of utilitarian traits and valued the importance of addressing the human senses significantly lower than consumers with a higher degree of hedonic traits. A significant difference between the groups is found for sight, sound and smell. Touch was found to be the most important sense for both groups. Managerial Implications: Contributes to knowledge managers could consider when relating the human senses to the strategic build-up of a store concept or the design of a retail environment.Further Research: Further research could investigate how the relationship, interplay and potential overload of stimuli affect consumers, either based on hedonic and utilitarian characteristics or other factors such as age and gender. Originality: To the best of the author’s knowledge, no other studies is researching the valuation of sensory cues in an electronics retail store environment from the consumers perspective. Keywords: Sensory Marketing, Consumer Types, Utilitarian, Hedonic, Atmospherics, Electronics Store, Retail Marketing

A atividade agrícola é muito importante para a economia do Rio Grande do Sul, cuja região alvo deste estudo é sua porção noroeste, representada por seis municípios: São Luiz Gonzaga, Santa Rosa, Cruz Alta, Iraí, Passo Fundo e Marcelino Ramos. Esta região é foco nacional de produção de soja, dependendo fortemente das condições atmosféricas, tanto em escala sinótica quanto climática. Os períodos secos, conhecidos como veranicos, durante a fase de desenvolvimento até a colheita, que acorrem entre outubro e março, acarretam vários prejuízos à região. O objetivo do trabalho é estimar a climatologia de ocorrência de veranicos no NW do RS, no primeiro e quarto trimestres do ano, entre 1978 e 2005 e associá-los a padrões atmosféricos característicos. Verificou-se que o maior número de veranicos ocorre no primeiro trimestre em relação ao quarto, resultado que apresenta correlação direta com o volume médio climatológico de precipitação para esses 2 trimestres. Março e dezembro apresentam mais eventos secos do que os outros meses, o que parece ser resposta direta de menor volume de chuva. Por outro lado, numa análise espacial, Santa Rosa e São Luiz Gonzaga apresentam os maiores números de veranicos, mesmo com médias anuais climatológicas de precipitação superior aos demais municípios. Durante os períodos secos (úmidos) verificou-se o padrão dipolo com base na ROL. Nesses períodos, no sul do Brasil foram observados baixos (altos) valores de ROL, em relação à média climatológica. Sobre o norte e nordeste do Brasil há a inversão das anomalias de ROL, configurando o dipolo. Anomalias de convergência (divergência) em altos níveis são observadas sobre boa parte do sul do Brasil e oceano Atlântico adjacente, durante períodos secos (úmidos), fornecendo desta forma, maior divergência em baixos níveis. A circulação do ar em períodos úmidos (secos) evidencia a intensificação (enfraquecimento) do JBN em direção ao sul do Brasil, contribuindo para o incremento (decréscimo) de chuvas na região. Anomalias negativas e positivas de TSM sobre o Pacífico Equatorial parecem influir em todos os meses selecionados a variabilidade de precipitação no sul e a variabilidade da TSM do Atlântico Subtropical, adjacente à Região Sul do País, não influencia diretamente a variabilidade de chuvas sobre o RS. Assim, conclui-se que períodos de veranicos ou úmidos são descritos por padrões climáticos definidos. / Agriculture plays an extremely important role in the economy of Rio Grande do Sul state. The target region of the present work in its northwest portion is represented by six cities: São Luiz Gonzaga, Santa Rosa, Cruz Alta, Iraí, Passo Fundo e Marcelino Ramos. It constitute a national focus of soya production and thus depend heavily on atmospheric conditions not only in the synoptic scale but also in climatic. In dry spells periods (known as veranicos in portuguese), during growing to harvest and, comprehending the months from October to March, the frequent lack of rain brings great economic losses to the region. The aim of this work is to estimate the climatology of dry spells occurrence in the northwest portion of Rio Grande do Sul in the first and fourth quarters of the year, between 1978 and 2005. Related to extreme climatic periods and the greater occurrence of dry spells, we depicted atmospheric and oceanic patterns. In conclusion, it is stated that the number of dry spells that occur in the first quarter of the year is greater than that which take place in the fourth quarter what is directly related to the monthly precipitation climatology. Santa Rosa is the municipality which presents the greater number of dry spells, even with higher monthly climatologic average than the other locations. March and December present more events than the other months, what in this case is related to the low amount of precipitation. During dry and wet periods, there is the evidence of a dipole standard based on ROL data. During dry (wet) periods in the southern part of Brazil it is observed low (high) values of ROL, in relation to climatology. Over the northern region of Brazil, during the same periods, it is observed inverted ROL anomalies, figuring the dipole pattern. An anomalous convergence (divergence) region in high levels above part of the South Region and the adjacent South Atlantic is observed during dry (wet) periods. The circulation pattern in low atmospheric levels, during wet (dry) periods, shows the strengthening (weakening) of the meridional low levels jet, which contributes for the increase (decrease) of rain in the region. ENSO events are somehow connected to the occurrence of dry spells in the region of study. All the considered month during dry (wet) periods in climatic extremes are related to negative (positive) TSM anomalies in the Equatorial Pacific region, that is, to La Niña (El Niño) events. This strong relation between precipitation variability and surface temperature anomalies over South Atlantic is not so evident. In conclusion, the occurrence of dry spells periods is well related to extreme climatic conditions.

A tecnologia de incineração no gerenciamento de resíduos sólidos urbanos é empregada de maneira intensa em diversos países do mundo. No Brasil, além da sua utilização eventual em resíduos de serviços de saúde, há uma proposta para implantação de duas usinas de grande porte visando ao tratamento térmico de resíduos sólidos domiciliares na cidade de São Paulo. Através de uma revisão bibliográfica sobre o tema, são apresentados os principais parâmetros técnicos e ambientais desta tecnologia, entre eles os mecanismos de combustão e de formação de poluentes, os tipos de equipamentos empregados, as formas de manejo e disposição de cinzas e escórias e os métodos de controle e redução de emissões atmosféricas como gases ácidos, material particulado e metais pesados. Também é feita uma revisão do atual conhecimento técnico-científico sobre dioxinas e furanos relativamente à incineração de resíduos sólidos urbanos. A partir desta base teórica pesquisada e da análise dos Estudos de Impacto Ambiental e dos Relatórios de Impacto Ambiental das usinas de incineração de Santo Amaro e Sapopemba, conclui-se que tais incineradores, na forma como são propostos, não apresentam o nível tecnológico necessário para atender às normas de operação e emissão de poluentes vigentes em países onde há legislação regulando esta atividade. / The incineration technique on the management of municipal solid waste is intensely used in several countries. In Brazil, besides an occasional utilization on medical services waste, there is a proposal for the implantation of two large facilities for the thermal treatment of domestic solid waste in São Paulo city. Through a review on this theme, we present here the main technical and environmental parameters on this technology, including the combustion and the pollutant generation mechanisms, types of equipment, management and disposition of fly and bottom ashes and the main control and reduction methods of atmospheric pollution like acid gases, particulates and heavy metals. The state of the art on the present technical-scientific knowledge on dioxins and furans connected to the incineration of urban solid waste is presented. On this theoretical basis and on the analysis of the environmental impact assessment and environmental impact report on the Santo Amaro and Sapopemba facilities, we conclude that the incineration systems, as in the proposal, do not present the technologic level necessary to obey the operation and pollutant emission rules on the countries where this activities are controlled.

This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.

The study examines the phenomenon of purchasing locally produced foods in retail grocery stores. Theoretical foundations from the theory of planned behavior and from the stimulus-organism-response framework were used to support and test a model that hypothesized relationships between attitude, subjective norms, perceived consumer effectiveness, perceived product availability, intention to purchase, store atmospheric responsiveness, price consciousness, and extent of purchase behavior in a retail grocery setting. An online survey methodology was used to collect 600 responses across the United States. A two-step approach to structural equation modeling was used to test the relationships. Confirmatory factor analysis with measurement model development supported the hypotheses of store atmospheric responsiveness as a multidimensional construct reflected in four specific dimensions (1) product assortment responsiveness, (2) display factors responsiveness, (3) customer service responsiveness, and (4) store promotions responsiveness. The construct of perceived consumer effectiveness (PCE) was found to highly correlate with attitude and PCE was subsequently dropped as an independent latent construct. Results from analysis of the fitted structural model indicated that attitude and perceived product availability were significant positive indicators of intention to purchase, while subjective norms indicated a significant negative relationship to intention to purchase. A significant positive direct effect between intention to purchase and extent of purchase and a significant positive indirect effect through that of store atmospheric responsiveness was found, suggesting that store atmospheric responsiveness partially mediates the relationship. Consumer price consciousness was found to not significantly moderate the relationship between intention to purchase and extent of purchase. From the results, academic and managerial implications were suggested. For future research directions, four distinct categories emerged; they included (1) a focus on store atmospherics, specifically store atmospheric responsiveness when shopping for locally produced foods, (2) analysis of group differences between shoppers of locally produced foods, (3) category analysis of locally produced food items, and (4) research on the pricing of locally produced foods.

Recently, many high-end fashion designers have established their own e-commerce site. However, due to the difficulties of replicating the brick and mortar environment and the increase of competition, it has become more difficult to convert visitors into buyers. In order to attract buyers, some retailers add a lot of multimedia content. The purpose of this thesis is to investigate attitude towards multimedia and whether it influences one’s online purchasing intentions for high-end fashion.

This study brings up the importance of using the store environment as a tool for creating positive consumer experiences. It compares two consumer shopping motives, hedonic (related to sensations and fun) and utilitarian (related to fulfilling a task). The atmospheric variables that the environment consists of are discussed and found to be affecting these two consumer groups in different ways. The study takes a quantitative approach for investigating how these two consumer types are affected by the store environment. Hedonic and utilitarian consumers are then compared to see if there are any differences in how these consumers experience the store environment. The findings show that there are no differences in what atmospherics that are liked more by a hedonic compared to a utilitarian shopper. However, atmospherics are found to be more memorable for hedonic consumers. Hedonic consumers are also found to like being in the store more when signs are clear, and when it is easy to find departments, fitting rooms and cash registers. The results also showed that to make hedonic customers revisit the store, retailers should focus on the style of the store, floor space allocation, product presentation, sound level, lighting and the interior material. To make utilitarian revisit the store, retailers should focus on atmospherics such as architecture, the cleanliness, floor space allocation, product presentation, flooring, color scheme of the store and the interior material.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization.