Arousal and Merriment as Decision Drivers Among Young Consumers

Abstract

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyze arousal and satisfaction as behavioral drivers which influence buying behavior of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behavior of young consumers.

Keywords: Shopping behavior, store ambience, arousal, point of sales strategy, customer value, buying decision, leisure shopping, product experience, retailing

JEL Classification: D12, M31