Study of Store Atmospherics in Department Stores and Its Effect on Behavior of Customers
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Date
2015
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Punjab Agricultural University, Ludhiana
Abstract
The present research was conducted to study the store atmospherics in department stores and its effect on buying behavior of customers. The study was conducted by selecting 10 stores which qualify the definition of Department stores, from Ludhiana city and by selecting 15 customers from each store on basis of systematic random sampling. Thus, a total sample size of 150 customers was selected. Primary data was collected with the help of structured and non-disguised questionnaires and observation chart. Two separate questionnaires were prepared. For the first objective, data was collected from the store managers and by observation chart. For the second objective, data was collected from the customers. The study showed that store atmospherics components are one of the most important tools to attract customers and increase sale. The store atmospheric components are exterior, general interior, store layout and interior display. The most effective store atmospheric components are store interior display and exterior of the department store. The customers feel that store atmospherics increase their comfort level and makes them store loyal.
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