CONSUMER PSYCHOLOGY TOWARDS GAMIFIED RETAIL SHOPS

Abstract

PURPOSE: The purpose of this study is to find out the impact of gamified retail units on consumer’s psychology. The other purpose of this study is to analyze the factors that influence the consumers towards using gamification in retail outlets.

METHODOLOGY: The data for the study is collected from 45 retailers and 50 consumers throughout Chennai. Also, the study focuses only on the selected major retail outlets and their branches in the city. Purposive sampling method has been used.

TOOLS AND TECHNIQUES: Demographic profile of the respondents is studied. ANOVA and Factor Analysis are used for the study.

FINDINGS: The study identified that the usage of gamified tools in the retail outlets have increased during this decade and there are various factors that influence the use of gamified tools in the retail outlets because of the change in consumers’ psychology.

IMPLICATIONS: The results of the study indicates that, this is the right time for the retailers to adapt with the technology and use such innovative tools into their business as most of the large retail outlets in the city are already being benefited because of such techniques.