Psychological Processes in Consumer Behavior
These processes can be briefly addressed as influenced by the antecedent states of the customer. These are moods and conditions that are not temporary. These factors can be influenced by the state of the atmospherics in the particular Wal-Mart stores.
These atmospherics are factors such as design factors, employee dress norms, lighting, sounds, and aromas. It has been found out in Wal-Mart stores that a proper matching of these factors enhances the store environment, customer satisfaction, impulse buying and general shopping pleasure (Individual decision making, 2006)
Conclusion Interpretation of the data or information generated from market research, forecasting, proper market information systems and understanding customer behavior is what really determines if the company achieves improved customer satisfaction and loyalty. Companies like Wal-Mart, which have a better integration of the above are more likely to benefit and attain a competitive advantage.
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