Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/2412
Title: Impact of atmospheric design on consumer purchasing behavior at self- serving convenience store
Authors: Ishar Ali, M.S.
Mubarak, K.M.
Keywords: Atmospheric design
Convenience stores
Consumer behavior
Issue Date: 2016
Publisher: Faculty of Management and Commerce South Eastern University of Sri Lanka Oluvil # 32360 Sri Lanka
Citation: Journal of Marketing Vol 1. No. 1 pp 9-16 2016
Abstract: The main aim of this study was to investigate the impact of atmospheric design on consumer purchasing behavior at self-serving convenience stores in Ampara District, Sri Lanka. Today, retail industry became highly competitive with the increasing number of convenience and other types of retail stores in the area. Hence, the retailers need to be more customer focused and have to differentiate from their competitors by making their atmospheric design more attractive to consumers and to encourage them to spend more time, money, purchase more merchandises and to stimulate their repeat purchase intention. A survey research was employed to collect primary information from 292 customers from convenience stores in Ampara District. Atmospheric design factors such as, product assortment, crowd density, and store floor space were used to identify the impact of atmospheric design on consumer purchasing behavior. Convenience sampling was employed for data collection using a questionnaire with a five-point Likert scale. SPSS 20.0 was used to analyze the data. Product assortment, crowd density and store floor space have significant impact on consumer purchasing behavior at self-serving convenience stores in Ampara District.
URI: http://ir.lib.seu.ac.lk/handle/123456789/2412
ISSN: 2513-3071
Appears in Collections:Volume 1, No. 1

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