The Effect Of Store Atmosphere On Purchasing Behavior: A Comparative Study On Ready-To-Wear And Food Retailing

Abstract

The definition of marketing activities in the retail area has been expanded along with the change of the marketing world in recent years; in this sense, the prominence of stores where the consumers get service and identify, experience the brands at retail clothing and food, atmospheric features of stores have been greatly effected the purchasing behavior. In the theory section of the study, the literature review was conducted about the store atmosphere and purchasing behavior topics. In the research section, the survey, which was prepared to determine the effect of store atmosphere on consumer purchasing behavior, was answered by the consumers. The data resulting from the responses of 410 consumers were analyzed with the help of SPSS package program.  As a result, it was revealed that consumers were affected by the atmosphere during the purchasing process.