Abstract
Shopping is not just a rational act, but also emotional, involving desire and pleasure. Therefore, retailers need to invest in actions, which create customer value, making the purchase an engaging time. The article’s objective is to understand what the shoppers, the role played by a person during the shopping process, value during the purchasing experience. The research used the mean-end chains theory and the laddering technique to identify the formative value elements in a toy store. As a result, it contacted that to create value, the store should offer stimuli to assist children education, a magical and playful atmosphere, a variety that can awaken the child's desire, and foster a sense of a good purchase and the maximization of resources such as time and money. This research increases understanding, from the customer's perspective, of what is valued in a holistic shopping experience.
Highlights
Retail definitions apparently characterize it as a mere place for product supplying
The goal of this research is to identify the objective and subjective factors involved in the shopping experience that create value for the shopper in the retail, which is specialized in toys
The main representations of value to the shopper in the toy shopping experience can be seen in figure 4, which presents six major themes
Summary
Retail definitions apparently characterize it as a mere place for product supplying It is a place where value exchanges are performed, objective and subjective ones, in which, on the one hand, the customer receives physical products, services, convenience and several experiences, and on the other hand, it pays with its time, money and energy. A great potential of competitive gain for retailers is the creation of situations and stimuli that increase the perceived benefits of the customer during the purchase act. The comprehension of value for the customer should allow retailers to develop strategies of positioning that are more sophisticated, avoiding the creation of value built only based on the strategic stalemate of a low-price policy (COTTET et al, 2006). When retail recognizes the importance of a deep customer comprehension and it works based on that knowledge, the consumer satisfaction increases as well as the performance and success of retail (PUCCINELLI et al, 2009)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
