Consumer behaviour and personal space — practice questions

Apply — Hall's zones: Approaching within arm's length (~0.5 m) invades the personal zone (45 cm–1.2 m) of strangers → arousal and discomfort → avoidance behaviour (leave department, 2.1.3 Mehrabian-Russell).

Apply — territoriality: Shoppers treat browsing space as temporary territory — unsolicited close approach feels like invasion, triggering psychological reactance (resistance to perceived pressure, link 2.4.2).

Apply — rival strategy: 2 m distance sits in Hall's social zone — acknowledges customer without invasion. Eye contact signals availability without pressure.

Evaluate — close approach weaknesses: Ignores individual/cultural differences — non-contact cultures (UK, USA) especially sensitive. Sales pressure association reduces approach behaviour. 15% traffic fall supports field validity.

Evaluate — distant approach strengths: Respects autonomy; customers initiate contact when ready (high-involvement purchases, 2.3.1). Limitation — may miss opportunities to assist genuinely confused shoppers. Optimal strategy may be context-dependent — intimate zones acceptable in bespoke fitting rooms, not open floors.

Step 1: Calculate Shopper Density Density is the number of people divided by the area.

• Layout X Density: 125 shoppers / 500 m² = 0.25 shoppers/m²
• Layout Y Density: 90 shoppers / 500 m² = 0.18 shoppers/m² Layout X has a 39% higher objective density than Layout Y ((0.25-0.18)/0.18).

Step 2: Calculate Total Revenue per Peak Hour Revenue is the number of shoppers multiplied by the average transaction value.

• Layout X Revenue: 125 shoppers × £18/shopper = £2,250 per hour
• Layout Y Revenue: 90 shoppers × £30/shopper = £2,700 per hour

Step 3: Explanation and Evaluation

• Analysis: Despite accommodating 35 fewer shoppers at any one time, Layout Y generates £450 more in revenue per hour (£2,700 - £2,250), making it 20% more profitable.
• Psychological Principle (Crowding): The higher density in Layout X (0.25 shoppers/m²) likely creates a subjective experience of crowding. This stressful state leads to avoidance behaviours. Shoppers feel rushed, spend less time browsing, and make fewer impulse purchases, resulting in a lower average transaction value (£18).
• Psychological Principle (Personal Space): In Layout Y, the lower density (0.18 shoppers/m²) means shoppers' personal space is invaded less frequently. This reduces stress and increases comfort. Customers feel more in control, browse for longer, and are more likely to explore the entire store, leading to a significantly higher average transaction value (£30).
• Conclusion: Layout Y is more effective. It demonstrates that maximising objective density is not as important as optimising the customer's psychological experience. By reducing perceived crowding, the store improves satisfaction, increases spend per customer, and boosts overall profitability.