Retail in Store Atospheric Effect on Shoppers Behavioural Response

Abstract

For retailers and store managers, shopping is an art of persuasion. The contemporary newlineIndian retail sector boasts of sprawling shopping centres, multiplex-malls and large branded newlineoutlets which offer shopping, entertainment and food, under one roof (Anusuya and newlineChinnadorai, 2014). Though there are many attributes that can influence how and what the newlineconsumers will buy, cues like visual merchandising, lighting, background music and colour newlinehave been the strongest and most persuasive factors (Bohl, 2011). The Theoretical newlineframework of the study is conceptualised on the basis of Stimulus-Organism-Response (S-OR) newlinemodel profounded by Mehrabian and Russell (1974). The main objectives of the study are newlineto find out the retail instore atmospherics effect on shoppers behavioural response. newlineCoimbatore city in Coimbatore district of Tamil Nadu was selected as the locale of the study. newlineThe present study is both descriptive and analytical in nature. The study was conducted at newlineselected hypermarkets in Coimbatore city. A non-probability sampling technique, namely newlineconvenience sampling method was used to select the sample respondents. The sample size newlinewas confined from demorgans table. The sample respondents were drawn from all the zones newlinewith the proposed samples size of 663 customers being distributed equally for each zone newlinenamely North, South, Central, East and West. Due to partial response and unwillingness to newlineprovide data, the sample size resulted with 570 customers. The tools used were Descriptive newlineStatistics, Independent Value t test, Analysis of Variance, Correlation, Factor Analysis and newlineMultiple Correlations. The findings of the study states that, the effect of relationship between newlinestimulus, organism and response variables, effect of stimulus on organism is found to be newlinemost influencing when compared with other two variables of stimulus effect on response and newlineorganism effect on response. newline