The Influence of Store Environment Factors on the Purchase Intentions of Mongolian Customers

Munkhjargal Baasanjav, Oyuntungalag Buyantur and Sumjidmaa Tumurchudur
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Munkhjargal Baasanjav: University of Finance and Economics, Ulaanbaatar, Mongolia.
Oyuntungalag Buyantur: Business and Management Department, Graduate School of Business, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
Sumjidmaa Tumurchudur: Business Administration and Humanities school, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.

International Journal of Science and Business, 2024, vol. 42, issue 1, 19-34

Abstract: The entry of foreign franchise stores and shifts in customer preferences pose significant challenges for Mongolian retail establishments, potentially resulting in a loss of customers, decreased revenue, and even market exit. Consequently, it is essential to explore opportunities for market protection by offering services that align with customer preferences. This research aims to identify the environmental factors of retail stores that influence Mongolian customers' purchasing intentions and to examine whether these factors vary by age and gender. The findings indicate that women tend to focus more on various aspects of the store environment than men, while younger customers demonstrate greater attentiveness than their older counterparts. Additionally, the amount of time and money spent in stores influences customers' priorities during their shopping experiences. Understanding these differential effects can give retailers insights into optimizing the shopping experience and tailoring marketing strategies to enhance customer engagement and drive sales. Based on these insights, it is recommended to enhance the store environment to better accommodate these preferences. The results of the research can be fully utilized in the development of store employees and the ongoing research about the store environment in this field.

Keywords: Store Environment; Purchase Intention; Store Ambient Cues; Store Design Cues (search for similar items in EconPapers)
Date: 2024
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