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Figure 8. Mood during the shopping process in Zara stores According to Figure 8. which shows the mood of customers while shopping in Zara brand stores, 65% of respondents said they felt energized by being more active. This behaviour, influenced by stimuli such as lighting, background music, aromas, merchandising techniques used, colour palette, etc., leads tc trying on more clothing items, increasing the number of purchases made.

Figure 8 Mood during the shopping process in Zara stores According to Figure 8. which shows the mood of customers while shopping in Zara brand stores, 65% of respondents said they felt energized by being more active. This behaviour, influenced by stimuli such as lighting, background music, aromas, merchandising techniques used, colour palette, etc., leads tc trying on more clothing items, increasing the number of purchases made.

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As can be seen in Figure 1, out of 166 respondents, 110 people, i.e. a share of 66%, stated that the ambience and atmosphere present in the points of sale are important and very important for brand loyalty. 44 of the respondents, or 27%, rated the respective attribute of a clothing store with the highest rating. This demonstrates the idea that nowadays customers do not visit stores solely for the purpose of purchasing a product, but also to experience unique and pleasant sensations. Brand preference and brand image are increasingly influenced by the atmosphere and ambience present in its store network.
As can be seen in Figure 1, out of 166 respondents, 110 people, i.e. a share of 66%, stated that the ambience and atmosphere present in the points of sale are important and very important for brand loyalty. 44 of the respondents, or 27%, rated the respective attribute of a clothing store with the highest rating. This demonstrates the idea that nowadays customers do not visit stores solely for the purpose of purchasing a product, but also to experience unique and pleasant sensations. Brand preference and brand image are increasingly influenced by the atmosphere and ambience present in its store network.
Only 29% of the 166 respondents visit Zara stores with medium to high regularity. The result is sincemost respondents in Romania live in cities where the brand is not present through a physical store, which influences the possibility for customers to make frequent visits.
Only 29% of the 166 respondents visit Zara stores with medium to high regularity. The result is sincemost respondents in Romania live in cities where the brand is not present through a physical store, which influences the possibility for customers to make frequent visits.
Figure 3. Degree of recall of the shopping experience in Zara stores
Figure 3. Degree of recall of the shopping experience in Zara stores
Figure 4. Customers’ perception of the ambience in Zara stores they visit Zara stores once every 3 months and once every half a year and less frequently, were able to answer the following questions on the ambience and atmosphere present in them.
Figure 4. Customers’ perception of the ambience in Zara stores they visit Zara stores once every 3 months and once every half a year and less frequently, were able to answer the following questions on the ambience and atmosphere present in them.
Hypothesis H.1. shows the relationship between customer income and the demandson the produc! and the environment in which it is sold. According to the hypothesis, for middle and above-middle income earners, the ambience present in the store plays a very important role, sometimes more important than the product itself. To identify the existence of the influential relationshipbetween customer income and the importance of environmental factors of the clothing store, the following analysis was conducted based on the hypothesis: H.1. The income level of customers influences the choice of the Zara store with a pleasant atmosphere and 10% higher prices over the store with a repulsive atmosphere.
Hypothesis H.1. shows the relationship between customer income and the demandson the produc! and the environment in which it is sold. According to the hypothesis, for middle and above-middle income earners, the ambience present in the store plays a very important role, sometimes more important than the product itself. To identify the existence of the influential relationshipbetween customer income and the importance of environmental factors of the clothing store, the following analysis was conducted based on the hypothesis: H.1. The income level of customers influences the choice of the Zara store with a pleasant atmosphere and 10% higher prices over the store with a repulsive atmosphere.
Table 2. Chi-Square test for hypothesis H.1. a. For 4 (40%) of the items a value less than 5 was predicted. The minimum value calculated is 2.28.
Table 2. Chi-Square test for hypothesis H.1. a. For 4 (40%) of the items a value less than 5 was predicted. The minimum value calculated is 2.28.
Figure 5. Customer perception of the quality of products offered in Zara stores According to Table 2. Chi-Square test for hypothesis H.1., hypothesis H.1. is invalidated. The asymptotic significance index is 0.839 and well above the threshold of 0.05, and the Pearson Chi-Square index has a value below the threshold of 9.49 for degree of freedom 4. We thus conclude that income level does not influence the choice of Zara store over X store. To demonstrate that the ambience and atmosphere of the sales outlets influence customers’ perception of the quality of the products on offer, we asked the respondents to express their opinion based exclusively on the image depicting the interior of a Zara store, without specifying the brand.
Figure 5. Customer perception of the quality of products offered in Zara stores According to Table 2. Chi-Square test for hypothesis H.1., hypothesis H.1. is invalidated. The asymptotic significance index is 0.839 and well above the threshold of 0.05, and the Pearson Chi-Square index has a value below the threshold of 9.49 for degree of freedom 4. We thus conclude that income level does not influence the choice of Zara store over X store. To demonstrate that the ambience and atmosphere of the sales outlets influence customers’ perception of the quality of the products on offer, we asked the respondents to express their opinion based exclusively on the image depicting the interior of a Zara store, without specifying the brand.
Figure 6. Importance of environmental characteristics for customer shopping experience The importance of visually stimulating elements was rated at the highest level by a higher proportion of respondents, compared to the attributes pleasant smell and background music, which confirms that customers pay attention to visible elements. According to the result, window dressing is a very important feature for the shopping experience, with 36% of the 166 respondents rating this aspect as 7, very important. 67% or 112 respondents rated the colour palette used in store design as important and very important, and the type and intensity of lighting received positive ratings for 75% of respondents.
Figure 6. Importance of environmental characteristics for customer shopping experience The importance of visually stimulating elements was rated at the highest level by a higher proportion of respondents, compared to the attributes pleasant smell and background music, which confirms that customers pay attention to visible elements. According to the result, window dressing is a very important feature for the shopping experience, with 36% of the 166 respondents rating this aspect as 7, very important. 67% or 112 respondents rated the colour palette used in store design as important and very important, and the type and intensity of lighting received positive ratings for 75% of respondents.
Table 4. Chi-Square test for hypothesis H.4. Hypothesis H.2. reflects the relationship between people's sensitivity to in-store olfactory stimuli and the individual moderator variable of customer age. The olfactory apparatus loses its efficiency with age. Thus, we can assume that people in the 40-65 age group will not rate the aromas diffused inside Zara stores with the highest rating.
Table 4. Chi-Square test for hypothesis H.4. Hypothesis H.2. reflects the relationship between people's sensitivity to in-store olfactory stimuli and the individual moderator variable of customer age. The olfactory apparatus loses its efficiency with age. Thus, we can assume that people in the 40-65 age group will not rate the aromas diffused inside Zara stores with the highest rating.
Figure 7. Assessing the influence of environmental characteristics on the purchasing process Source: authors' processing As we see in Table 3.8., hypothesis H.2. is validated. The asymptotic significance index, 0.012, demonstrates a strong relationship between the two variables. Thus, among people aged 40-65 years, 0% rated the attractiveness of the aromas diffused inside Zara stores at the maximum. Of customers in the 14-25 age range, 25% rated the flavor as very attractive. This result shows us that the olfactory sensitivity of older people is lower, which prevents them from appreciating at the maximum level flavors with a low intensity, such as those diffused in Zara stores. The type and intensity of lighting in the store plays an important role in shoppers’ willingness to examine the products displayed in the store, which can influence the size of the shopping basket based on impulse purchases. According to the results shown in Figure 7, 67% of respondents rated the veracity of this causal relationship with positive scores ranging from 5 to 7.
Figure 7. Assessing the influence of environmental characteristics on the purchasing process Source: authors' processing As we see in Table 3.8., hypothesis H.2. is validated. The asymptotic significance index, 0.012, demonstrates a strong relationship between the two variables. Thus, among people aged 40-65 years, 0% rated the attractiveness of the aromas diffused inside Zara stores at the maximum. Of customers in the 14-25 age range, 25% rated the flavor as very attractive. This result shows us that the olfactory sensitivity of older people is lower, which prevents them from appreciating at the maximum level flavors with a low intensity, such as those diffused in Zara stores. The type and intensity of lighting in the store plays an important role in shoppers’ willingness to examine the products displayed in the store, which can influence the size of the shopping basket based on impulse purchases. According to the results shown in Figure 7, 67% of respondents rated the veracity of this causal relationship with positive scores ranging from 5 to 7.
Figure 9. Level of customer satisfaction during the shopping process in Zara stores
Figure 9. Level of customer satisfaction during the shopping process in Zara stores
a. Predictor (Constanta): Mood while shopping in Zara stores Table 5. Summary of the model for hypothesis H.3.
a. Predictor (Constanta): Mood while shopping in Zara stores Table 5. Summary of the model for hypothesis H.3.
Table 6. ANOVA test for hypothesis H.3.
Table 6. ANOVA test for hypothesis H.3.
Figure 10. Mood while shopping in Zara stores
Figure 10. Mood while shopping in Zara stores
a. Dependent variable: impulse buying Table 7. Table of coefficients for hypothesis H.3. Hypothesis H.3. is based on qualitative studies on the influence of customer mood on the number of products purchased. Thus, the better the shopper's mood, the more likely they are to make unplanned purchases. The analysis will also allow us to assess the degree of veracity of the responses shown in Figure 10. Assessment of the influence of environmental characteristics on the purchasing process, for the third item.
a. Dependent variable: impulse buying Table 7. Table of coefficients for hypothesis H.3. Hypothesis H.3. is based on qualitative studies on the influence of customer mood on the number of products purchased. Thus, the better the shopper's mood, the more likely they are to make unplanned purchases. The analysis will also allow us to assess the degree of veracity of the responses shown in Figure 10. Assessment of the influence of environmental characteristics on the purchasing process, for the third item.
Figure 11. Customers’ perception of the influence of Zara's store ambience on the buying process According to Figure 11 - 57% of respondents positively assess the influence of Zara's window design on attracting attention, which in turn influences customers’ willingness to visit the store. The result shows that the brand needs to rethink its visual merchandising techniques in order to increase their effectiveness.
Figure 11. Customers’ perception of the influence of Zara's store ambience on the buying process According to Figure 11 - 57% of respondents positively assess the influence of Zara's window design on attracting attention, which in turn influences customers’ willingness to visit the store. The result shows that the brand needs to rethink its visual merchandising techniques in order to increase their effectiveness.
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