Effect of Store Atmosphere on Consumer Purchase Intention

Riaz Hussain and Mazhar Ali

MPRA Paper from University Library of Munich, Germany

Abstract: This paper aimed at identifying the effects of atmosphere on the consumer purchase intention in international retail chain outlets of Karachi, Pakistan. This was the first study, which investigated the collective impact of atmospheric variables at one point in time on purchase intention. This research was causal in nature. A sample of 300 consumers was taken who usually visited these outlets. Data was collected through a well-structured questionnaire and analyzed through regression analysis. Research findings indicate that atmospheric variables such as cleanliness, scent, lighting, and display/layout have a positive influence on consumers’ purchase intention; whereas music and color have insignificant impact on consumers’ purchase intention. The temperature has almost no impact on the purchase intention of the consumers. This study has important implication for Practitioners and Academicians.

Keywords: store atmosphere; shopping environment; cleanliness; scent; lighting; temperature; music; display/layout; purchase intention (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2015-01-09
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (21)

Published in "International Journal of Marketing Studies" 2.7(2015): pp. 35-42

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:72707

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