What is it about?
The present study investigated the design of an environment via visual communications, lighting, colours, music and scent to stimulate customers’ perceptual and emotional response and ultimately affect their purchase behaviour. For the present research work purposive sampling, Interview schedule and convenient sampling methods were used to carry out the research work. The sample size consisted of 140 research scholars from faculty of arts and Sciences of Punjab University, Chandigarh. The major findings showed that store atmospherics bring a psychological feeling in the mind of customers who enters the store. The sight, sound, smell, displays, colour, mannequins in a retail store all contribute to customer perceptions. Almost all the customers get motivated by elegant store fronts, fantasy windows, mannequins, posters which influence their buying behaviour. It was further found out that store atmospherics emphasize on combining visual and other sensory elements that capture customer attention who enter the retail stores, awaken their senses through music, scent, and provides the customer a wonderful buying experience. Different types of displays attract, compel and persuade customer’s senses, striking the right chord in him and arising in them an emotion to possess the product in display, thus persuade them to make an impulse purchase
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Why is it important?
The study aims to find out the motivational factors that attract customers to go inside a store and check on products. In addition, the objective of this study is to examine the influence emerged from store atmospheric cues and impact of different types of displays on consumer’s store choice and buying behaviour.
Perspectives
The results of the study revealed that atmospherics refers to store’s physical characteristics that project an image and draw customers. A retailer’s sights, sounds, smells and other physical attributes all contribute to customer perception. A retailer’s atmosphere may influence people’s shopping enjoyment as well as time spent browsing, willingness to converse, tendency to spend more than actually planned, and likelihood of future patronage (Berman and Joel, 2009). Store front has a powerful impact on customers, it is the total physical exterior of the store. A store is often judged by its exteriors. People generally form impression of a retailer before entering its facilities by having a look at the store front.Windows play a very significant role and act as a critical medium to communicate between the store and the customer. The magic of displays is delivered with the spectacular effect and innovative use of forms, Graphics, mannequins and digital media.
Ramandeep Bawa
Panjab University, Chandigarh
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This page is a summary of: Effect of store atmospherics on customer buying behaviour, ASIAN JOURNAL OF HOME SCIENCE, December 2015, Hind Agri Horticultural Society,
DOI: 10.15740/has/ajhs/10.2/386-394.
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