Abstract

DA COSTA WEBBER, Cleber; VANIN, Mauro Sérgio  and  BASSO, Kenny. Spacial Crowding and Consumer Value Perception in Retail. suma neg. [online]. 2018, vol.9, n.20, pp.102-110. ISSN 2215-910X.  https://doi.org/10.14349/sumneg/2018.v9.n20.a4.

The perceptions of spatial and human crowding are factors that can influence in a relevant way the choice of the consumer by one or another store. The purpose of this article is to verify how the store environment crowding influences the consumer’s perception of value and purchase intention. For this study, an experimental study was carried out. The research verified that the perception of crowding directly influences the perception of value of the environment of the point of sale and indirectly the purchase intention, being the perception of value the mediator between the spatial crowding and the purchase intention. The study showed that lower spatial crowding implies a greater perception of value and, consequently, a greater purchase intention. The results can guide the managers’ decision about the retail store furniture.

Keywords : Crowding; spatial density; perceived value; purchase intention.

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