International Journal of Science , Engineering and Management (IJSEM)

Monthly Journal for Science , Engineering and Management

Volume1,October 2016,

Topic : Store Atmospherics: The Key to Retail Shoppability

Authors:Dr.Smitha Nayak || Dr.K.V.M.Varambally

Abstract:Background: Consumer shopping has undergone a paradigm change since the advent of global giants into the Indian retail industry. Retailers are confronted with the challenge of attracting customers, converting them and gaining loyalty. As a consequence retailers have realized a need to design retail outlets to capture consumer attention, plan store layout to facilitate easy access of products, motivate consumers to spend more time at outlets, motivate unplanned purchases and to create a satisfying shopping experience for customers. Research Method: There are four contributing factors to store atmospherics, which are ambience, design, signs & symbols and service which are the independent variable in the research, while the experience perceived by the customer is known as moderating variable and the customer behavior as the dependent variable. A structured questionnaire is employed to collect data and Likert scale was adopted. Cronbach’s alpha is estimated to determine the reliability of the research instrument. Data is compiled and analyzed using SPSS 16.Chi-square test is undertaken to determine the association between variables, association strength between variables is measured using correlation analysis and the extent of influence of the independent variables on the dependent variable in measured by employing regression analysis. Results: It is concluded that all four dimensions of store atmospherics have a significant influence on customer experience. Results of logistic regression reveals that customer experience from the four dimensions of store atmospherics considered for the study, rationalize 79 percent of customer behavior..

Keywords: store atmospherics, customer experience, customer behavior

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DOI: 01.1617/vol1iss2pid0010042

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Dr.Muhammad Ishtiaq,
Mirpur University of
Science & Technology,
Mirpur, Azad Kasmir.

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ISSN(Online): 2456-1304

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Thomson Reuters ID : q-6288-2016.
ORCiD Research ID : 0000-0001-9540-6799

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Journal Code : IJSEM
Electronic ISSN : 2456-1304
Impact Factor : 2.7
Frequency : Monthly
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