Abstract
Children play a significant role in determining the family's shopping expenses, which is as important as an adult's. However, the research found that having a child companion can reduce positive shopping values due to the child's behaviour. The focus of this research is to understand the effects of in-store decorative elements on children aged between three to seven years of shopping experience. The qualitative methodology using ethnography studies is employed to identify key factors affecting children's emotional and behavioural responses. It also discusses research insight that could help to improve business strategy for children customers. Keywords: Children's shopping experience; shopping atmospheric variables; in-store decorative elements; ethnography studies. eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI7%20(Special%20Issue).3759
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