Influence of Store Atmospherics on Consumers’ Purchasing Behaviour in Apparel Stores Within the Junction Mall, Nairobi

Abstract

Retail industry is a kind of business with high level of competition. The success of retail business is influenced by its fast response and its ability in understanding consumers’ behaviors. Retail business must focus on its consumer preferences and factors that influence a customer’s purchase decision. The objective of this study was to establish the influence of store atmospherics on consumers’ purchasing behavior in apparel stores within The Junction Mall, Nairobi. The study endeavored to answer the question, what influence does store atmospherics have on consumers buying behavior in apparel retail stores within the Junction Mall? This study was anchored on the Mehrabian and Russell (M-R) environmental psychology model. This was a case study of all 9 apparel stores in at The Junction Mall. Questionnaires were used as instrument for data collection. A total of 270 respondents were targeted from the nine clothing stores and the Junction Shopping Mall out of which 195 responded giving a response rate of 72%. Descriptive statistics such as frequencies, percentages, means and standard deviations were used. Inferential statistics such as correlation and regression analysis was used to test on the relationship between the variables studied. The study found that sound in the store influences consumer purchase behaviour as evidenced by the fact that respondents agreed with the statement that the slow rhythm of the background music makes them comfortable. Findings from correlation analysis showed that that there is a positive correlation between consumer purchase behaviour and sound. On the influence of store scent on consumer purchase behaviour, the respondent agreed that fragrance in the retail chain outlets makes them spend more time and that scent in the store makes them revisit retail chain outlet. The findings from correlation analysis showed that consumer purchase behaviour has a positive relation with scent. Regarding the influence of sight on consumer behaviour, the respondent agreed that retail chain outlet display allows them to see displayed products clearly. The findings from correlation analysis further revealed that consumer purchase behaviour is positively related with sight. Finally, regarding the influence of touch on consumer purchase behaviour, the study found that respondent agreed that touching and feeling a product makes their purchasing decision easier. Correlation analysis findings revealed that consumer purchase behaviour have a positive relation with touch. The study concluded that store sight, scent, sound and touch influences consumer purchase in apparel stores at The Junction Mall. The study recommends that aapparel store owners should ensure that that their stores are attractively arranged to attract customers. It was finally recommended that the same study be replicated in other retail stores in Nairobi.