1 I carried out my internship in "ZEN" for one month from March the 1est to 31 of the same month Free Paper Sample on SunnyPapers.com

1 I carried out my internship in “ZEN” for one month from March the 1est to 31 of the same month. During this period, I was supervised by the head of the marketing department Ms Salwa Annabi. in term of my internship report, it is composed of two major chapters. The first chapter is the internship.

In this chapter I give a description of the company such as its history, the business activities of the company alongside with its organizational chart. Besides, this chapter includes the presentation of the internship. It highlights the departments I worked in during my internship, the different types of tasks I achieved and the benefits I got from this internship. The second chapter is the research focus, which is how satisfied are “ZEN” custmors with the shop atmosphere. This chapter highlights the importance of this study, the methodology I used in this research and the findings and discussion of the data collected. 2 Chapter 1: The Internship 3 1.1.

Description of the company: I conducted my intrenship in “ZEN”. it is located at “bypass Bourguiba between Gremda and the Caied M’hamed Sfax, Tunis”. The phone number of the company is 74611955 while the fax number is 74611656. According to its site, www.zen.com.tn, ZEN was founded in Sfax in 2003 by the Zouari family who have been working in the textile business since 1978.

ZEN is a Tunisian limited liability company. It is the first chain of retail clothing stores in Tunisia. 96% of its fabrics are produced in Tunisia, 65% of them in its factories. ZEN has 3500 employees in general. It has more than 30 stores located in all the Tunisian territory. It is specialized in ready-to-wear clothes and accessories for all the family: female, male, children and babies.

It also offers a niche range dedicated to pregnant and round women. It has also launched a new range for teens inspired from street fashion. In terms of promotional activities, ZEN’s Facebook page “@zen.tunis” is now the most liked clothes brand by the Tunisians on Facebook. According to the same source, it also has a very active Instagram page. Zen also carries out other promotional activities like the discounts it holds every season and publicity. Beside that, ZEN is using public relation events and sponsorship to promote its brand.

1.2. Presentation of the internship: 1.2.1.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

&Yap, S, F. (2011). The Influence of Store Atmosphere on Customer Patronage Intention towards Clothing Stores in Malaysia. UTAR Institutional Repository. Retrieved Aril 21, 2018, http://eprints.utar.edu.my/id/eprint/455. Grönroos, C.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Christiaans, H. & Van Ceempoel, K. (2009). Lighting as an atmospheric tool, creating experiences which influence consumers’ mood and behavior in commercial spaces. Sheffield Hallam University Research Archive.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Con

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

sumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

Description: My internship in ZEN was conducted in two different departments. The first was the marketing department. At first, it was not easy for me to adapt. The first days were merely for observation.

However, the whole experience was beneficial. I was able to know 4 the tasks of marketing assistants. Their job is to take care of the promotional activities of the company. Among these activities is to be responsible for promotional activities on the social media (Facebook, Instagram …). Thankfully, I master the English language and had a previous knowledge on how Instagram posts should be done.

Thus, I was responsible for the Instagram posts that were mainly in English. The task was to reply to the customers’ concerns and questions on the advertisements. Most of the questions were about the price of the products and the different sizes available. I also answered questions about promotions and discounts.

In addition, some products were only available in the store of the “city center”, so I had to clarify that to the customers. I have not found any difficulties fulfilling that task because I had all the information needed thanks to my colleagues who provided me with all the necessary instructions. I conducted the second part of my internship in one of the stores, precisely the one located in”beb bhar” the city center of sfax. I worked as a sales advisor in the men’s section of the store. The store manager was very helpful. He gave me total freedom to approach the clients.

In addition, my colleague in the man’s section was very friendly. He answered all my questions and provided me with guidance to fulfil my tasks. My job was to answer the clients’ questions related to the products, and enquire about their concerns. For instance, clients asked me about the location of the products that were in promotion, the prices of some products, or they asked me to find the appropriate size for them. My tasks also included giving advice about the clothes like matching colors.

Some clients just relied on me in finding the best clothes for them. I did not find any difficulties to fulfil those tasks thanks to my previous knowledge in this type of tasks. I gained this experience through working as a sale agent in a clothing shop and through social media blogs. I also fulfilled another 5 task in which I was responsible for the product display and arrangement. I had to display the products in my section in a way that showed their characteristics to the clients.

1.2.2. Assessments: The internship at ZEN was very beneficial to me at many levels. First, it introduced me to the professional life. It allowed me to know a lot about the business field mechanisms. Besides, this internship helped me improve both hard and soft skills. First, working in the marketing department requires knowledge about the field.

I struggled on my first days, then things got easier by practice. I have to mention that I was not allowed to do any tasks until they tested my knowledge about marketing. Thanks to marketing courses, I had enough knowledge to be one of the marketing team. Second, dealing with the clients required many soft skills such as the smile, politeness and tactfulness, etc. I have to admit that oral expression and presentation skills courses were very beneficial to me during my internship, as I needed the soft skills most of the time. In addition to that, this internship allowed me to know more about the marketing strategies used by the companies to attract customers such as promotions and advertisements.

6 2. Chapter 2: research focus: 7 2.1. Introduction: 2.1.1. Context and purpose of the study: The marketing department is where I spent the first period of my internship. During the time I spent there, I noticed that ZEN puts up many efforts to maintain customers’ satisfaction. In fact, customers’ satisfaction is at the center of its concerns as mentioned in their advertising leaflet.

Then, in the second period of my internship, which was in the store, I was lucky to approach the clients. I noticed that products were no longer the clients’ only focus. Actually, they are looking for added beneficial elements. Moreover, to survive in such a saturated market of textile where there are many similar products at competitive prices, the company must offer to the clients some added value to differentiate itself from other competitors. The shop atmosphere is something that ZEN focuses on in its marketing strategy. For this reason, I decided that my research focus would be about “how satisfied ZEN’s customers are with the shop atmosphere” as it is one of the most important concerns for clients.

2.1.2. Main research questions and sub questions: Main research question: o How satisfied are ZEN’s customers with the shop atmosphere? Sub-research questions: o How satisfied are ZEN’s customers with the shop display and layout? o How satisfied are ZEN’s customers with the music played in the shop? o How satisfied are ZEN’s customers with the shop lighting? 8 o How satisfied are ZEN’s customers with the service provided by the employees in the shop? 2.1.3. Concepts and definitions: The research question holds some key concepts that must be defined to clarify the purposes of this study. First, the term “customers satisfaction”. It is a business term. It is meant to determine whether the customers are happy or not with the products and services provided by the company.

According to Kotler and Andreasen (1995): “customer satisfaction is the level of one’s feelings after comparing the performance of the products that he felt with his expectations. Optimum service through a convenient store atmosphere will give satisfaction to the consumer”. This study is dealing with the customers’ satisfaction with the shop atmosphere. Thus, the second term to be defined is the shop atmosphere. “Shop atmosphere” is the group of variables and characteristics in the store that are meant to create a comfortable condition for customers.

According to Kotler (1973): it is “the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability.” The components of the shop atmosphere this study deals with are display and layout, music, lighting and service. The display and layout are the way the shop is designed and the product are arranged to attract the consumers. “The display” can be defined “as a grouping of products, shelf space, and allocation of floor space, department allocation and wall decorations”. “Layout” is defined as “a 9 division of selling area, space utilized and arrangement of products”.

(Banat &Wandebori as cited in Ali & Hussain, 2015). The second term is “music”. It is ambient music played in the background of the store. Banat and Wandebori (as cited in Ali & Hussain, 2015) defined music as “a pleasant sound that impacts consumers’ conscious and unconscious decisions”. The third term to define is “lighting”.

It is the light of the shop that is used to highlight the products and to influence the consumers. It is “an atmospheric tool that operates below the level of our immediate awareness and has an influence on consumers, beyond perception.” (Quartier, Christiaans &Van Ceempoel, 2009). Finally, the term “service”. It is the combination of activity provided by the shop for the customers. “It is an activity or series of activities of more or less intangible nature that normally, but not necessarily takes place in interactions between the customer and service employees”.

(Gronroos 1990). 2.2. Research methodology: 2.2.1. Data collection: 2.2.1.1. Data collection method: o Method selection criteria: In order to meet the needs of this study, I opted for the questionnaire as a data collection method to identify the level of satisfaction of ZEN’s customers with the shop atmosphere. The purpose of this study is to collect quantitative data.

It is looking for largescale and representative sets of data to determine the average level of satisfaction among 10 ZEN’s customers with the shop atmosphere. I chose the questionnaire as a data collection method because “Quantitative research is generally based on structured questions”. (Burns & Bush, 2014).Consequently, I designed a questionnaire which was inspired from the research of (Choong, Kuang, Low & Yap. 2011) then, I customized it to fulfil the requirements of this study. I typed my questionnaire using Microsoft Word documents.

o Method design: My questionnaire starts with an introduction. This introduction contains the general purpose of the study which is, “How satisfied are ZEN’s customers with the shop atmosphere?” Besides, the questionnaire meets the requirements and concerns of both the company and the respondents, and explicitly states the information about the confidentiality of these latter. The next part is the body of the questionnaire. It is composed of two sections. “Section 1”: the demographic questions.

This section gives a clear idea about the respondents’ age and gender, according to which I made my analysis. Then “Section 2” deals with the questions about the level of satisfaction with the shop atmosphere. This section is composed of four major parts, each part is related to one of the sub-research questions that are tested in this study, and contains sub-questions (four sub-question for the display and layout and three for t

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

he rest of the variables). These sub-questions are closedended in the form of five-point Likert-scale from “strongly disagree” to “strongly agree”. I chose to use close-ended questions, as they are easy to fill and help to save respondents’ time and effort.

The body of the questionnaire contains also the necessary instruction about the answer format to guide the participants and to avoid any misunderstanding. 11 Next, the final part of the questionnaire. In this part, I thanked the participants for their cooperation and I gave them my contact information. o Data implementation method: In order to start my data collection, my questionnaire had first to be approved of by Ms. Salwa Annabi, the marketing department manager.

After her approval, I had to contact M

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

r. Iheb Cherif, the commercial manager of the company in order to arrange the times for my data implementation. Mr. Iheb Cherif, then, contacted the store manager to inform him about the arrangements. 2.2.1.2. Selection criteria: My targeted population are ZEN’s customers, both genders and from all the age categories.

This is a non-finite population. The number of customers changes and they are not the same customers every day. Consequently, I chose a non-probability sampling technique as the population changes every day. In order to give equal chances to customers, the questionnaires were distributed in different times of the day. The population elements were selected based on the judgment of the researcher. I selected the respondents who already purchased clothes of the store or spent an amount of time that allowed them to judge in order to give results that were more reliable.

Fifty samples of the questionnaire were distributed, as quantitative data requires a large set of representative statistics. 12 2.2.2. Data analysis: 2.2.2.1. Type of data collected: The data collected in this research is quantitative. It deals with a large set of representative statistics.

Those statistics are in a form of numeric tables measuring the level of satisfaction of Zen’s customers with the shop atmosphere. 2.2.2.2. Analysis frame: In order to get an organized and clear set of data, I firstly prepared my data for systematic analysis. Next, I manually transferred the responses into the software that I used in this process, which is “Microsoft excel 2013”.

I assigned codes for each question in order to facilitate the work. The design of the questionnaire helped me throughout this process. Then, I transferred the tables into graphs and charts. I designed a chart for each question of the questionnaire.

I grouped the age groups into three major ones. The Likert-scale answers were grouped also (agree + strongly agree = agree / disagree + strongly disagree = disagree). The reason I did so is to make the interpretation easier. 2.3. Finding and discussion: 2.3.1. Analysis: The purpose of this study is to measure the average level of satisfaction of ZEN’s customers with the shop atmosphere.

The data collected concerns both genders and all the age categories, as they are the composition of ZEN’s clients. 13 The first two charts illustrate the demographic composition of the respondents (age and gender) Figure 1: percentage of respondents based on gender Figure one is a pie chart that illustrates the percentage of the respondents based on gender. According to this graph, the female respondents are slightly more than the male ones. It shows that 52% of the respondents are female while 48% of them are male. 48% 52% gender male female 14 Figure 2: parentage of respondents based on age Figure 2 is a pie chart. It deals with the percentage of respondents based on age.it shows that the majority of the respondents (51%) are from the age group between 15 and 35 years.

Followed by the age group between 26 and 55 years old (37% of the respondents). The lowest percentage is for the age group of 56 or older, represented as shown by only 12% of the respondents. The figures below are an illustration of the average level of satisfaction of the customers with the shop atmosphere. 51% 37% 12% age 15 to 35 years old 36 to 55 years old 56 or older 15 o Display and layout: Figure 3: percentages of respondents’ average level of satisfaction with the display and layout of the store The graphs in figure 3 above illustrate the respondents’ average level of satisfaction with the display and layout of the store.

There are four bar charts in this figure. The blue bar chart illustrates the respondents’ average level of satisfaction with the corridors, the orange bar chart shows their satisfaction with the product organization, the yellow bar cha

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

rt highlights the level of satisfaction with the clarity of the store’s sections, and the green one shows the respondents’ average level of satisfaction with the information on the shelves. According to this graph, the majority of the respondents are satisfied with the first three variables. It shows that 76% of the respondents agree that the corridors in the store allow a good circulation while 16% disagree on that and 8% are neutral. 0% 10% 20% 30% 40% 50% 60% 70% 80% 16% 8% 76% corridors of the store 0% 10% 20% 30% 40% 50% 60% 70% 12% 18% 70% product oraganization 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% disagree neutral agree 2% 12 % 86 % store’s sections 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 40% 12% 48% information on the shelves 16 Besides, it shows that 70% of the respondents agree that the product organization allows them to identify the location of products in the store easily whereas 12% disagree on that and 18% are neutral. Moreover, according to this graphs, 86% of the respondents agree that the locations of each section in the store are clear, 12% of respondents are neutral and only 2% disagree.

On the other hand, the graphs show different points of view among the respondents in term of satisfaction with the information on the shelves. They show that 48% of them agree that the information on the shelves is clear while a slightly less percentage of respondents (40%) disagree. The least percentage in this term is that of the neutral respondents (12%). 17 o Music: Figure 4: percentages of respondents’ average level of satisfaction with the background music The graph on figure 4 above deals with the respondents’ average level of satisfaction with the music of the store. There are three bar charts on this figure.

The bleu bar charts is an illustration of the respondents’ average level of satisfaction with the background music, the orange bar chart shows the respondents’ average level of satisfaction with the volume of the background music and the yellow bar chart highlights the respondents’ average level of satisfaction with the rhythm of the background music. Based on those graphs, it is clear that the respondents have different points of view concerning the background music. The graph shows that 45% of the respondents agree that the background music is pleasant flowed by 30% of respondents who disagree with that and 22% who remained neutral. As for the volume and the rhythm of the background music, the majority 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 30% 22% 48% background music 0% 10% 20% 30% 40% 50% 60% 24% 24% 52% volume of the background music 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 26% 24% 50% rhythm of the backround music 18 of the respondents seem to be satisfied.

The graph shows that 52% of the respondents agree that the volume of the background music is adequate while 24% disagree and 24% are neutral. It also shows that 50% of the respondents agree that the rhythm of the background music is adequate while 26% disagree and the rest 24% are neutral. o Lighting Figure 5: percentage of respondents’ average level of satisfaction with the shop lighting The graphs on figure 5 above represent the respondents’ average level of satisfaction with the store’s lighting. This figure is composed of three bar charts. The bleu bar chart illustrates the respondents’ average level of satisfaction with the ambience created by the lighting, the orange bar chart deals with the respondents’ average level of satisfaction with the light sufficiency and the yellow 0% 10% 20% 30% 40% 5

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

0% 60% 14% 28% 58% aambience created by the light 0% 10% 20% 30% 40% 50% 60% 70% 18 % 20 % 62 % sufficiency of light 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 30% 26% 44% the lght’s ability to help identifying the characteristics of products 19 measures the respondents’ average level of satisfaction with the light’s help on identifying the product characteristics.

According to those graphs, the majority of the respondents seem to be satisfied with the first two variables. They show that 58% of the respondents agree that they are satisfied with the ambience created by the light of the store while 28% disagree and 14% are neutral. As for the second variable, the graphs show that 62% of the respondents find the overall light in the store sufficient whereas 18% disagree and 20% are neutral. In the matter of the light’s ability to help identifying the characteristics of the products, the graphs show different points of view among the respondents. We notice that 44% agree that the light in the store allows them to identify the characteristics of the products clearly, while 30% disagree and 26% are neutral.

o service provided by the employees 20 Figure 6: respondents’ average level of satisfaction with the shop service Figure 6 above illustrates the respondents’ average level of satisfaction with the quality of service provided in the shop. This figure shows three bar charts. The blue bar chart represents the respondents’ average level of satisfaction with the quality of the service provided by the employees, the orange bar chart illustrates the respondents’ average level of satisfaction with the communication skills of the employees and the yellow bar chart shows the respondents’ average level of satisfaction with the app

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

earance of the employees. Based on those graphs, we can conclude that most of the respondents are satisfied with the service provided in the shop. In term of the service provided by the employees, the graph shows that 76% are satisfied with the service quality provided by the employees while 20% disagree and 8% are neutral. 0% 10% 20% 30% 40% 50% 60% 70% 80% 20% 8% 72% quality of the service provided by the employees 0% 10% 20% 30% 40% 50% 60% 70% 80% 18% 12% 72% employees’ communicatio n skills 0% 10% 20% 30% 40% 50% 60% 70% 80% 12% 12% 76% employees’ appearance 21 As for the communication skills of the employees, the graph shows that 72% are satisfied with the communication skills of the employees, 12% disagree and 12% are neutral.

As for the employees’ appearance, the graph shows that 76% of the respondents are satisfied with the appearance of the employees while 12% are satisfied and 12% remained neutral. 2.3.2. Findings and discussion: According to the analysis of the data, it was found out that most of the respondents fall into the age group between 15 and 35. The reason might be that this age group forms most of ZEN’s customers. Besides, we note that the majority of the respondents seem to be satisfied with most of the variables tackled with in this study. This is probably due to the efforts “ZEN” is making to provide its clients with a satisfying shopping experience.

However, there are some reservations concerning some of the variables. ? Display and layout Based on the analysis, it was found out that the majority of the respondents are satisfied with three out of four variables concerning the display and layout in this study. Those variables are the corridors of the store, the product organization and the clarity of each section. This might be thanks to the design of the store that is addressed to help the customers enjoy the shopping experience and to the qualified employees who are responsible of the display of the products. However, the analyzed data shows some concerns in terms of the clarity of the information on the shelves as 40% of the respondents disagree that the information on the shelves is clear. Most of those negative responses come from the female respondents.

Thus, we conclude that the information on the shelves on the female section is not as clear as customers want it to be. 22 ? Music According to the analysis, it seems that the respondents have different opinions in term of the background music. As the graphs on figure 4 show, 48% of the respondents agree that the background music is pleasant while 30% disagree and 22% are neutral. As for the gender and the age group that the negative respondents belong to, it was found out that there is no majority in this term.

They belong to both genders and fall into the three age categories. The reason behind those disagreements might be due to the different tastes of music among the people in general even if they belong to the same age group or they are of the same gender. As for the volume and rhythm of the music, the majority of the respondents seem to be satisfied. ? Lighting Based on the analyzed data, it was found out that the majority of the respondents are satisfied with lighting in term of the ambience created and sufficiency. This is probably a result of the design of the store’s lighting, which was made according to the international standards. Nevertheless, the data shows a significant number of respondents who are not satisfied with the light’s ability to help identifying the characteristics of products.

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

The graph shows that 40% of the respondents disagree that the lighting allows them to clearly identify the characteristics of the product. Most of the respondents who disagree with this fall into the age categories between 36, 55 and 56 or more from both genders. This might be due to the age. The older customers prefer more light in the product areas to help them identifying the characteristics of the products. ? Service provided in the shop 23 According to the analysis, it was found out that most of the respondents are satisfied with the service provided by the employees in the shop. The reason might be thanks to the shop’s qualified personnel in term of communication skills and the company’s policy in term of recruiting the most qualified personnel to guarantee their customer’ satisfaction.

? Conclusion: My internship

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

report is composed of two main chapters. The first chapter concerns the internship. This chapter contains the description of the company and the presentation of the internship. The second chapter is about the research focus that I chose to work on.

This internship was very beneficial to me at many levels. I also hope that it was beneficial to the company as well. Nevertheless, this internship had some barriers such as the limitation of time and budget. Besides, this study contains some limitations due to time and space restrictions that had to be mentioned. First, only four of the shop atmosphere variables were tackled with in this study knowing that there are other variables.

Those variables were chosen according to the company desire and needs. In addition to that, each of those variables could be tackled with in a research focus and could be dealt with in depth. Again, the was made based on the company’s needs 24 Last but not least, those result concern the sample opinions about the store located in “beb bhar” solely. In term of the recommendations, the results of this study should be taken in consideration.

Thus, improvements should be made in term of the variables that had less satisfaction among the respondents. consequently, first a clearer information on the shelfs in the women section should be made. In addition, larger li

(2014). Marketing research. Massachusetts: Pearson. Choong R, H. Kuang, S, L. Low, B, Y.

(1990). Service management and marketing a customer relationship management approach. Massachusetts Toronto: Lexington Books. Hussain, R, & Mazhar, A.

(2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2).35. Kotler, P & Andreasen, A. (1995).

Strategic marketing for nonprofit organizations. (3rd Ed.). Englewood Cliffs, N.J: Prentice-Hall. Kotler, P.

(1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4):48-55. Quartier, K.

Retrieved April 27, 2018, from http://shura.shu.ac.uk/496/.

st of songs should be played on the store’s background to try satisfying the different tastes. Besides, more light should be used in the product areas to help the clients identify the characteristics of the products. Moreover, further studies should be made concerning the other variables of the shop atmosphere for all the other stores 25 Reference list Burns, A.C. & Bush, R.F.

1 I carried out my internship in “ZEN” for one month from March the 1est to 31 of the same month

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