The Impact of Retail Atmosphere on Consumer Behavior

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Recommended: Impact of Store Atmosphere on Consumer Buying Behavior

A recent research results that specialist store (Malls) earn more attention than normal stores. Furthermore they did not find any significant impact of event themes on store choice decisions (Sands, Oppewal & Beverland, 2008).

A study explored behavioral intentions and how they respond in the environment of a retail store. Therefore gap has been identified that the future research should be focused on physical surroundings where the consumers buy goods/services, have social interaction and gain consumption experience (Bitner, 1990).

Turley Millman (2002) idea was to analyze the impact of atmospheric element on consumer service experience by developing a framework (use as a research tool) that cover all the historical research on atmospheric, services encounter and consumer decision making. Its objectives were to find out the relationship of atmospheric variables pleasure and arousal etc. On this basis researcher made eight hypotheses relating to atmospheric impact on the services sector. His study is up to literature gathering and he purposed his work for further research by another researcher.

Interior Atmospherics creates such environment that enhances customer loyalty and image of the product that influence behavioral intentions and their perception also. Atmosphere also helps to transform commodities into goods, goods into services and service to experience, thereby it increases the economic value of the product that automatically change its pricing strategy in benefit of the seller therefore according to the study, atmospherics has the ability to affect the behavior intentions of the consumer (Hoffman & Turley, 2002).

Based on the importance of interior atmosphere and its relation with customer behavioral intentions, ...

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...lor it was observed that warm colors are more successful in making people enter in a retail store but these color not make them feel comfortable in the interior of the retail shop outer appearance should be in bright colors and the interior walls of a retail should use calm colors to avoid mental pressure faced by the customer (Hagen et al, 2009).

Chebat & Morrin (2007) similarly explored that the color schemes of a retail store can greatly impact the behavioral intentions and influence a shopper’s shopping performance. The rationale of this paper was to discover how the shopping mall environment influences the shopping experience and approach behavior of female fashion customer. Questionnaire was used for collecting the data with the sample of 286, it contained seven point semantic differential scales and data was analyzed by using structural equation modeling.

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