International Journal of Commerce and Managerial Science Research (IJCMSR)

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A Study on Customer Expectation towards Store Atmospheric With Reference to Apparel Retail Shop

Authors : P.Sundharesalingam and M. Umasankar     Volume 1 Issue 1    Pages: 8 - 15

ABSTRACT - The purpose of this research is to identify the influence of all critical store atmospheric stimuli on customer patronage intention towards clothing stores. Past researches found there is significant relationship between store atmosphere and customer patronage intention. Yet, many past studies only investigated the impact of one store atmospheric stimulus on customer patronage intention. The neglect of other atmospheric stimuli in those previous studies did not provide accurate results for the importance of overall store atmosphere on customer patronage intention. Hence, Five independent variables such as display and layout, music, lighting, cleanliness and participant factors are selected from two different theoretical frameworks. For this quantitative research, 240 sample has been chosen to conduct questionnaire survey. Those respondents are selected by using simple random sampling at retail outlets in Tiruppur, Coimbatore, Erode, Palladam, Ooty. Based on data collected from our questionnaire survey, different SPSS analyses such as reliability, correlation and regression analyses are carried on to evaluate which of those atmospheric stimuli can create customer patronage intention towards clothing stores. The customer purchase decision will increase if Music factor, Lighting factor and Participation factor increases.

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