The Influence of In-Store Ambience on Consumer Purchasing Behaviour: A Namibian Retail Apparel Store Case Study

Stanley Cloete and Efigenia Madalena Mario Semente
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Stanley Cloete: Namibia University of Science and Technology, Namibia
Efigenia Madalena Mario Semente: Namibia University of Science and Technology, Namibia

International Journal of Applied Management Sciences and Engineering (IJAMSE), 2022, vol. 9, issue 1, 1-10

Abstract: This study assesses in-store ambience or atmospherics of a selected apparel retail store to determine its possible influence on consumer behaviour at the selected store. Forty-five (45) walk-in customers were conveniently selected to participate in the quantitative, cross sectional study. The study concluded that there is a significant positive relationship between in-store ambience and consumer purchasing behaviour at the selected retail store. The study provides recommendations for both theory and practice

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jamse0:v:9:y:2022:i:1:p:1-10

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