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Central Market Servicescape Analysis

The document discusses the servicescape of Central Market and how it impacts customer behavior. It describes the store's ambient conditions including temperature control and fresh smells. It details the store layout with wide aisles and dynamic displays. Signage uses handmade signs and pastel colors consistent with a farmer's market theme. The fresh ambience, appealing product placements, and special demonstrations encourage customers to spend more time and money in the store through impulse purchases. While employee impact is not described, a positive servicescape likely increases workforce satisfaction.

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626 views8 pages

Central Market Servicescape Analysis

The document discusses the servicescape of Central Market and how it impacts customer behavior. It describes the store's ambient conditions including temperature control and fresh smells. It details the store layout with wide aisles and dynamic displays. Signage uses handmade signs and pastel colors consistent with a farmer's market theme. The fresh ambience, appealing product placements, and special demonstrations encourage customers to spend more time and money in the store through impulse purchases. While employee impact is not described, a positive servicescape likely increases workforce satisfaction.

Uploaded by

GlenPalmer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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GLEN PALMER

ANINDYA SAHA
CENTRAL MARKET THOMAS JOHN
RUCHI PATEL
SERVICESCAPE:
ENVIRONMENTAL DIMENSIONS

Ambient
Conditions

Environment
al Space/Function
Dimensions

Signage and
Artefacts
Ambient Conditions

Temperature

Is controlled to ensure product quality


Produce & meat: 68 oF
Preparation Area: 50 oF
Rest of the store: 70 oF

Odour

Aroma of freshness is maintained


Visitors can smell fresh coffee, fresh produce,
fresh fish, freshly baked goods and fresh flowers
as they walk through the different sections
Space/Function

Layout in the
Store layout Wide aisles
form of a
encourages allow two carts
traditional
exploration and to pass
European style
discovery simultaneously
city market

Impulse
Layout is
purchases of
Dynamic and
Caf on the Run: flowers &
arranged to suit
Special area for alcohol
aesthetics and
faster checkout encouraged by
demand
strategic
fluctuations
placement
Signage and Artefacts

All signage
and
Colour
artefacts Signs are Pastel
coding is
are handmade colours are
used to
consistent and painted used
identify the
with by store art throughout
origin of the
farmers team the store
produce
market
theme
Environmental Dimensions as
the Keys to Success
The Fresh Ambience reinforced the
Ambient quality and freshness of the in-store
Conditions products, enabling customers to spend
twice ($40) more than usual ($20)
Layout creates waiting areas near
appealing products such as flowers, wine
Space/Functio and baked goods resulting in impulse
n purchases
Layout ensures that customers spend a
long time in-store
Special displays and demonstrations on
weekends ensures that customers spend
Signage and an even longer time in-store
Artefacts
Hand-made signage reinforces fresh
ambience
Servicescape: Affect on Behaviour
Custom Strategic location of waiting areas lead to impulse
purchases
er Shoppers spend more than planned
Behavio
ur Shoppers spend more time in the store

Shoppers feel that the displays are delectable

Employ Details of impact on employee behaviour in the


case are scarce.
ee
Behavio
ur However, with the positive impact of the
servicescape on consumer behavior, we can safely
assume that the workforce of the store would
definitely be satisfied as well, leading to an
approach behaviour
THANK YOU

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