Impact of Store Design and Atmosphere on Shoppers’ Purchase Decisions: An Empirical Study with Special Reference to Delhi-NCR

Mohammed Arshad Khan (), Vivek, Syed Mohd Minhaj (), Mohd Afzal Saifi, Shahid Alam and Asif Hasan
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Mohammed Arshad Khan: Department of Accountancy, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Vivek: Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi 110025, India
Syed Mohd Minhaj: Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi 110025, India
Mohd Afzal Saifi: Centre for Distance and Online Education, Jamia Millia Islamia, New Delhi 110025, India
Shahid Alam: Department of Business Administration, College of Administrative and Financial Science, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Asif Hasan: Department of Business Administration, College of Administrative and Financial Science, Saudi Electronic University, Riyadh 11673, Saudi Arabia

Sustainability, 2022, vol. 15, issue 1, 1-24

Abstract: The main objective of this research is to identify the impact of store design and ambience on consumer purchase decisions in retail chain outlets in Delhi-NCR, India. The foremost purpose of this research was to examine if the design and ambience of retail stores have any effect on the decisions of customers’ purchases. The study was descriptive in nature. For this research, a sample of 100 consumers was drawn who generally visit retail stores for shopping. A systematic questionnaire was prepared to collect the data and to analyze it; SEM, reliability, Convergent, Discriminate Validity and model fitness were achieved through SmartPLS3. The current study’s findings indicate that variables, such as window and mannequin display, visual merchandising, and store design and atmosphere have an effective impact on shoppers’ purchase decisions, whereas lighting and color, music, and signage have negligible effects. The findings of this study will provide managerial involvement to the industry in order to emphasize purchase ambition in order to improve profitability and sustainability. More examination of the factors that contribute to purchase aspiration and in other geological areas is advised for future scrutiny. This study presents a validated instrument for measuring the association between design atmosphere and consumer purchasing behavior and serves as a tool for evaluating the influence of various design atmospheric indicators. It is important to keep a steady staff of well-trained, polite salespeople on hand at all times. Customers are more likely to come back and eventually recommend the store to others if their needs are met by customer-focused salespeople who provide excellent service. This helps the merchant to compete in the market.

Keywords: store atmosphere; window display and mannequin display; visual merchandising; lighting and color; music and signage (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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