Aeon Mall Binh Duong Canary

 Executive Summary

Store display is one of the important elements influencing on consumer behavior and it is also a main factor that forwards to the store image creation. According to dissertation of Tlapana, he mentioned that a good store display it will explore many kinds of aspect in this store including in-store traffic patterns, the general atmosphere when shopping, shopper’s behavior and even the effectively of operation. One of them is consumer behavior that we want to analysis deeper about how store layout impacts on consumer purchasing behavior at AEON Mall Binh Duong Canary by conducting a brief questionnaire for who go to AEON mall as a shopper, then applying some methodologies to demonstrate consumer behavior when they make decision to purchase goods or services. In recent years, AEON Mall is taking some strategic approach by designing and establishing the most convenience and comprehensive store layout system for people going there. By doing that, it can help the Mall increasing customer loyalty and boosting their sales (2009).

Pre-purchase

Pre-purchase is very important for consumer, because it has influenced directly on their emotion or feeling forward to the initial expectations of goods or services they want to purchase. Pre-purchase also measures how much customer are satisfied or dissatisfied on the product they are willing to buy at the first time. Therefore, the first sight in store layout and how can stick it into customer’s mind are very important. In term of AEON Mall Binh Duong Canary, there are more than 125 brand stores which are settled very comprehensively in different zones (AEON Mall, 2014). Each zone has a particular element to attract customers through the colour, smell and sound. According to the survey data that we asked some people about first expression come to their mind at first time at AEON Mall. Most of them answered as smell good in food zones and very eye-catching logos, and panels at cosmetic and fashion zones. It means that the smells and color are reminded by customer when they come to AEON Mall and even when they come there by following these smells, but they have not planned to buy it before.

Recommendations

The mall is one of the largest commercial facilities in the area with about 70, 000 m2 of floor space. There is about 3,000 m2 in the Ground floor for “Delica World” as an open kitchen style, the next are “AEON Wellness” and “AEON Bike shop” for who interest in beauty and health, the Trendy fashion zone and opposite is Café and fast food zone, at the end of the ground floor is Japan Zone. Although they are settled in separate zone in Ground Floor, the space from this zone to another is still close. Obviously, the “Delica World”- food court is very close to TheFace shop at beauty and health zone. So, when people pass by Food court to the Face shop, they accidentally bring the food smell to the beauty shop (AEON Mall, 2014).