Effect of store atmospherics on customer buying behaviour

Abstract

The present study investigated the design of an environment via visual\rcommunications, lighting, colours, music and scent to stimulate customers’ perceptual and\remotional response and ultimately affect their purchase behaviour. For the present research\rwork purposive sampling, Interview schedule and convenient sampling methods were used to\rcarry out the research work. The sample size consisted of 140 research scholars from faculty of\rarts and Sciences of Punjab University, Chandigarh. The major findings showed that store\ratmospherics bring a psychological feeling in the mind of customers who enters the store. The\rsight, sound, smell, displays, colour, mannequins in a retail store all contribute to customer\rperceptions. Almost all the customers get motivated by elegant store fronts, fantasy windows,\rmannequins, posters which influence their buying behaviour. It was further found out that store\ratmospherics emphasize on combining visual and other sensory elements that capture customer\rattention who enter the retail stores, awaken their senses through music, scent, and provides the\rcustomer a wonderful buying experience. Different types of displays attract, compel and persuade\rcustomer’s senses, striking the right chord in him and arising in them an emotion to possess the\rproduct in display, thus persuade them to make an impulse purchase.