INFLUENCE OF STORE ATMOSPHERE ON CONSUMER PURCHASING BEHAVIOR IN INDIAN APPAREL RETAIL"
Keywords:
Store atmospherics, Consumer behaviour, Indian apparel retail, Sensory cues, Customer satisfaction, Empirical evidence.Abstract
This study investigates the influence of store atmospherics on customer buying behavior in Indian apparel stores, addressing a significant research gap in the context of Indian retail. The purpose is to understand how ambient factors such as lighting, layout, music, AC temperature, employee interaction, odor/fragrance, and overall ambiance impact customer satisfaction and purchase decisions. Employing a quantitative methodology, data were collected from 164 respondents outside H&M, Westside, and Zudio stores using a structured questionnaire rated on a Likert scale. The study's conceptual framework guided the analysis, using ordinal logistic regression to assess the relationship between atmospheric variables and customer revisit intentions. Major findings reveal that all atmospheric elements significantly influence buying behavior, with lighting receiving the highest satisfaction rating. The study fills a research gap by providing empirical evidence on the comprehensive impact of store atmospherics in Indian apparel retail, a context previously underexplored. It also addresses the problem of enhancing customer loyalty in the competitive retail landscape by offering practical insights for optimizing store environments. This research underscores the importance of tailored atmospheric strategies to improve the shopping experience, driving customer satisfaction and repeat visits.
