Effect of Store Atmosphere on Consumer Purchase Intention

Abstract

This paper aimed at identifying the effects of atmosphere on the consumer purchase intention in international retail chain outlets of Karachi, Pakistan. This was the first study, which investigated the collective impact of atmospheric variables at one point in time on purchase intention. This research was causal in nature. A sample of 300 consumers was taken who usually visited these outlets. Data was collected through a well-structured questionnaire and analyzed through regression analysis. Research findings indicate that atmospheric variables such as cleanliness, scent, lighting, and display/layout have a positive influence on consumers' purchase intention; whereas music and color have insignificant impact on consumers' purchase intention. The temperature has almost no impact on the purchase intention of the consumers. This study has important implication for Practitioners and Academicians.

The Influence of the Store Internal Dimensions on the Customer Loyalty: A Comparative Study between Sameh Mall and Khalid Mall

“…In addition that, the results of the statistical analysis showed that the service quality, product quality, brands and logistics are also among the most influential factors which influence to what extent customers are loyal to the store they attend which also rhymed with what Kaura, Prasad, & Sharma (2015) From another perspective, Hussain & Ali (2015) noted in his study the essential and unessential variables that can influence the customer behavior within grocery stores and the different choices of the customers towards choosing the best grocery store. The results of the study showed that price, the physical evidence of the store, the speed of the caching process and the spaces influence the customer loyalty.…”

“…Moreover, store environment, stock quality, and management quality were placed to be precursors of store picture as opposed to segments of store. Many researchers have examined the influence of the store internal environment on the purchasing behavior of the customers, Hussain & Ali (2015) stated that the internal atmosphere of the store influences the customers' purchasing behavior including "cleanliness, scent, lighting, and display/layout" (Hussain & Ali, 2015, p. 35). While Kumar (2010) stated that the atmospheric cues within the store influence the overall evaluation of a customer towards the brands that are being sold and in that sense these cues influence the overall attraction of the customers towards the store in general.…”

The Effect of Music on Shoppers’ Shopping Behaviour in Virtual Reality Retail Stores: Mediation Analysis

“…Researchers in this research claims that though there is a large number of research in brick and mortar and traditional web retail atmospherics [3], [7], [11], [14], [15], [27], [31], [37], [53], [54], [59], [61], [64], [66], [69], [71], [74]. However, virtual worlds and virtual reality retail stores have existed since 2003 but, research in the context of 3D VRR atmospherics is still at its initial stage [8], [24], [32], [65].…”

Comparing the Determining Factor on Consumer Visits at Convenience Store in Palembang

“…Visually, consumers prefer stores with an attractive appearance, neat and clean because it will cause a sense of fun and convenient when visited. The temperature can generate negative emotional feelings if is too high or low (Hussain & Ali, 2015). The smell (aroma), if is very strong, can influencing consumer emotions too .…”

“…Convenience store creates store atmosphere to give satisfaction to the consumer (Hussain & Ali, 2015;Massara, 2003;Wilson, 2005). Store atmosphere may be the facilities provided by the store, such as interior and exterior design is attractive, temperature is cool (Lina & Chiang, 2010), the place is clean (Chen & Hsieh, 2011;Nguyen et al, 2015), the layout of the store comfortable (Grewal & Levy, 2007), neat shelves (Keel & Padgett, 2015), adequate lighting (Baker et al, 1992;Verma, 2014), played the right music , the diversity of choice (Kwak et al, 2015), until the store's aroma (Bradford & Desrochers, 2009).…”