IN-STORE ATMOSPHERICS’ EFFECT ON

BUYER BEHAVIOR
INTRODUCTION
 Retail is one of the fastest growing sectors
 As per Kotler consumers respond to the ‘total product’
 Atmospherics stimulate customers perceptual and
emotional responses
 Visual communications
 Lighting
 Music
 Study focus on Apparel Store
 Max
 Shopper’s Stop
RESEARCH DESIGN
 Casual Study
 problem statement is well defined
 individual elements were pre-decided
 Information Needs
 Component 1: Different elements that were inclusive in
making the atmospherics
 Component 2: Selection of two different retail
environments in same location
 Component 3: Measuring the experience of the consumer in
the retail environment on different atmospheric parameters
LITERATURE REVIEW
 Based on the review we shortlisted important factors under
 Store atmospherics
 Service
 Layout
 Learning's from the review
 The research points out that music has a significant effect on the intentions to
shop in garment stores.
 Environmental factors of ambience, design and layout have a significant
effect on the shopping behaviour
 Atmospheric variables like lighting, aroma, aesthetics, service availability and
pleasantness, helpfulness of the staff are key parameters
 There is a level of expectations set depending on the type of the garment store
DATA COLLECTION
 Primary research
 Conducted in
 Max
 Shopper’s Stop
 Scaling Techniques
 Nominal
 Interval
 Continuous
 Questionnaire
 Included demographic variables
 Likert Scale used for rating of attributes
 Sampling
 Simple random sampling
 Age group from 17-50
RESEARCH METHODOLOGY
 Two Stores Selected for conducting Survey
 MAX
 Shopper’s Stop
 MAX – Landmark Group – Store Label brands
 Shopper’s Stop – Private Label brands
 Survey
 5 dependent variables – store familiarity, liking, time spent, amount
of purchase and enjoyable shopping experience
 Multiple independent variables
 Atmospherics – Music, Lighting, Display, Layout, etc
 Service – Friendly, Helpful salesmen
RESULTS & FINDINGS

Atmospherics

Shopper’s Stop
MAX
Organized Layout & Display attracts
Fast checkout – Most Important
more shoppers
criteria
Lighting, Music and Ease of finding
Lighting & Display – Important for
Items – Relate to Time Spent and
shoppers to like the store
Amount of Purchase made
Familiarity not high with the store
Familiarity High with the store
RESULTS AND FINDINGS
 Service Level
Factors/Store Shopper’s Stop MAX
Store Familiarity Friendly Salesman Friendly Salesmen
Store Liking No. of Salesmen in the Friendly Salesmen
store
Helpful Salesmen
Helpful Salesmen
Time Spent in Store No. of Salesmen No. of Salesmen
Friendly Salesmen

Amount of purchase Friendly Salesmen Helpful Salesmen

Enjoyable Shopping No significant predictors Friendly Salesmen
CONCLUSION
 Max Consumer’s preference
 Faster Checkout
 Better Display
 Shopper’s Stop Consumer’s preference
 Spacious shopping
 Organised Layout
 Familiarity of the store was more pronounced for Shopper’s Stop than for MAX
 In general Consumer’s preferred
 Better Lighting
 Good Appearance
 Friendly salesmen rather too many or too few salesmen
 Max Consumer’s preference
LIMITATIONS
 The variable taken for the study like music, aroma are not quantifiable
 The research methodology used was a quantitative survey but these
independent variables have been mostly tested using observational and
other qualitative methods
 The answers received from the shoppers are subject to the self-bias and
shoppers might have not noticed some of the factors being questioned
 The survey was conducted only in two stores and hence the results are
restricted to only these two stores
 Consumers were unable to distinguish between aesthetic aspects like
pleasant music to no music and clean smelling store to an aromatic store
 The study has been conducted in Mumbai and Lucknow and hence the
demographic variations are subject to deliberation
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