Why experiential situation helps patronage decision? An exploratory study in Taiwan shoes market

Many leading enterprises faced challenges when it is located in the traditional industry because lots of competitors come and adopt harmful low-price competition. Is there any strategy to do something better in order to avoid such bloody war? Physical stores are effectively transacting place, numerous papers studied in situational factors influence consumers' intention which have been widely used in store environments for years. So that, researchers might be treated it as saturation and a limited number of study is still in this topic. But, due to the limitation in information overload, the consumers need periodical refresh in any new situational variable for keeping consumers' fresh response in store environments. Therefore, this research is going to field case study to investigate how the high industrial matured enterprise keeping its leading position through novel situational factors. This research employed the marketing company of leisure-shoe as case study in Taiwan and this company confronts with competitors' low price competition. Finally, this company executed a new stylish store environment setting with surprising situational variable that maintains same yearly revenue with half operation cost. The three propositions have been issued on the effect of situational variables.