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ANINDYA SAHA
CENTRAL MARKET THOMAS JOHN
RUCHI PATEL
SERVICESCAPE:
ENVIRONMENTAL DIMENSIONS
Ambient
Conditions
Environment
al Space/Function
Dimensions
Signage and
Artefacts
Ambient Conditions
Temperature
Odour
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