Case Study: Store Atmospheres

Store Atmosphere:

Store atmosphere or Atmospherics is the conscious arrangement and designing of the space to influence the buying behavior of the customers. More specially, atmospherics is the efforts to design buying environment to produce specific emotional effects in the buyer that enhance his purchasing probability. (Kotler, 1974)

Store Atmosphere contains elements like music, lighting and fragrance that can influence the mood, satisfaction and intention of the customers. (Natalie Hedrick, n.d.)

The in-store environment that delights customers and it makes the customers to spend more time and ultimately the money on shopping (Robert J. Donovan, 1994)

The characteristics of an environment that can enhance customers’ quality perceptions

It means if purchase intention is higher, the consumer’s willingness is to buy product will also be advanced (Dodds, Monroe, & Grewal, 1991)

A consumer’s attitude and assessment and external factors construct consumer purchase intention, and it is a basic factor to predict consumer behavior (Martin Fishbein, 1975)

Purchase Intention is a factor that generates confidence in the customer to rely on the product performance and to buy it (Dr. Hsinkuang Chi, n.d.)

Purchase intention is basically is a state of mind in which the customer becomes ready to buy something (John A. Bower, 2002)

Purchasing intention is related with consumers’ behavior, perception and their attitude. It is an effective tool use in predicting purchasing process. When the consumers decide to purchase the product in store, their intention drives them to do so (Siti Nurafifah Jaafar, 2012).

Relationship among Variables:

1. Store Atmosphere to Purchase Intention

Store atmosphere has a positive influence on purchase intention of the customers (Tibert Verhagen, 2009). If the store atmosphere is maintained by cleanliness and is fully decorated with smart music, the customer can easily be attracted to such beautiful environment. If the customer feels good at a store, it means the store is creating favorable situations for the buying intention of the

It means a customer in a good mood will showing high purchase intention for buying a product. Moreover, he will be ready for paying a relatively high price for the goods (Kordelia Spies, 1997).

Hence following relation is derived on the basis of above given evidence,:

From all the relations discussed above, we can clearly propose that Mood is actually behaving as a mediator between the Store Atmosphere and Shopping intention of the customers. The strong the Store Atmosphere has influence over the mood of the customer, the higher the intention of the customer will be to buy the product. Hence mood is acting as an intervening variable that will have relations on both sides.

Proposed Model:

On the basis of above literature, we are going to propose the following model which we consider has covered the gap of mediating factors between Store Atmosphere and Shopping Intention of the Customer.

Hypothesis:

Ho Mood has no significant relation with Store Atmosphere and Purchase Intention of the Customer.

HA Mood has significant relation with Store Atmosphere and Purchase Intention. H1: Store Atmosphere has positive influence on Mood. H2: Mood has positive impacts on Purchase