49. Store Atmospherics, Shopping Motives, and Buyer Behavior—An Indian Consumer Perspective

In the modern era of marketing, creating pleasurable experience by enhancing store atmospherics, which we coin as ambience, has emerged as a deciding factor for profitability of firms. Hence, retailers have been investing a lot to create positive experience and identifying the factors that stimulate the conative, affective and cognitive factors. Current increased usage in information and communication technology, free knowledge sources has made the consumer more aware of substitutes and better options at better prices. Hence, studying the impact of store atmospherics, which include lighting, visual merchandising, color that stimulates positive experience has been studied to increase the profitability of retailers and improve customer experience from user’s perspective. The study undertaken will help to understand the dimension in designing the store atmospherics, which are most effective in attracting the customers and affecting their conative, cognitive and affective replies. This study is based on the user’s experience in buying the product and evaluating the factors that stimulate the buying intention through the usability audit. The findings of this investigation will help the retailers to develop better in-store atmospherics, helpful in increasing the sales and consumer loyalty that contribute to the profitability.