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Impact of Store Design and Atmosphere on Shoppers’ Purchase Decisions: An Empirical Study with Special Reference to Delhi-NCR

Author

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  • Mohammed Arshad Khan

    (Department of Accountancy, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Vivek

    (Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi 110025, India)

  • Syed Mohd Minhaj

    (Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi 110025, India)

  • Mohd Afzal Saifi

    (Centre for Distance and Online Education, Jamia Millia Islamia, New Delhi 110025, India)

  • Shahid Alam

    (Department of Business Administration, College of Administrative and Financial Science, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Asif Hasan

    (Department of Business Administration, College of Administrative and Financial Science, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

Abstract

The main objective of this research is to identify the impact of store design and ambience on consumer purchase decisions in retail chain outlets in Delhi-NCR, India. The foremost purpose of this research was to examine if the design and ambience of retail stores have any effect on the decisions of customers’ purchases. The study was descriptive in nature. For this research, a sample of 100 consumers was drawn who generally visit retail stores for shopping. A systematic questionnaire was prepared to collect the data and to analyze it; SEM, reliability, Convergent, Discriminate Validity and model fitness were achieved through SmartPLS3. The current study’s findings indicate that variables, such as window and mannequin display, visual merchandising, and store design and atmosphere have an effective impact on shoppers’ purchase decisions, whereas lighting and color, music, and signage have negligible effects. The findings of this study will provide managerial involvement to the industry in order to emphasize purchase ambition in order to improve profitability and sustainability. More examination of the factors that contribute to purchase aspiration and in other geological areas is advised for future scrutiny. This study presents a validated instrument for measuring the association between design atmosphere and consumer purchasing behavior and serves as a tool for evaluating the influence of various design atmospheric indicators. It is important to keep a steady staff of well-trained, polite salespeople on hand at all times. Customers are more likely to come back and eventually recommend the store to others if their needs are met by customer-focused salespeople who provide excellent service. This helps the merchant to compete in the market.

Suggested Citation

  • Mohammed Arshad Khan & Vivek & Syed Mohd Minhaj & Mohd Afzal Saifi & Shahid Alam & Asif Hasan, 2022. "Impact of Store Design and Atmosphere on Shoppers’ Purchase Decisions: An Empirical Study with Special Reference to Delhi-NCR," Sustainability, MDPI, vol. 15(1), pages 1-24, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:95-:d:1010335
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    References listed on IDEAS

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    1. Boyao Zhang & Ubaldo Comite & Ali Gokhan Yucel & Xintao Liu & Mohammed Arshad Khan & Shahid Husain & Muhammad Safdar Sial & József Popp & Judit Oláh, 2021. "Unleashing the Importance of TQM and Knowledge Management for Organizational Sustainability in the Age of Circular Economy," Sustainability, MDPI, vol. 13(20), pages 1-18, October.
    2. Russell Abratt & Stephen Donald Goodey, 1990. "Unplanned buying and in‐store stimuli in supermarkets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 11(2), pages 111-121, May.
    3. Mohammad Athar Ali & Asif Pervez & Rohit Bansal & Mohammed Arshad Khan & Stefan Cristian Gherghina, 2022. "Analyzing Performance of Banks in India: A Robust Regression Analysis Approach," Discrete Dynamics in Nature and Society, Hindawi, vol. 2022, pages 1-9, March.
    4. Mohammed Arshad Khan & Hamad A. Alhumoudi, 2022. "Performance of E-Banking and the Mediating Effect of Customer Satisfaction: A Structural Equation Model Approach," Sustainability, MDPI, vol. 14(12), pages 1-12, June.
    5. Vijay Victor & Jose Joy Thoppan & Robert Jeyakumar Nathan & Fekete Farkas Maria, 2018. "Factors Influencing Consumer Behavior and Prospective Purchase Decisions in a Dynamic Pricing Environment—An Exploratory Factor Analysis Approach," Social Sciences, MDPI, vol. 7(9), pages 1-14, September.
    6. Jozef Bucko & Lukáš Kakalejčík & Martina Ferencová, 2018. "Online shopping: Factors that affect consumer purchasing behaviour," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1535751-153, January.
    7. Mohammed Arshad Khan & Preeti Roy & Saif Siddiqui & Abdullah A. Alakkas & Baogui Xin, 2021. "Systemic Risk Assessment: Aggregated and Disaggregated Analysis on Selected Indian Banks," Complexity, Hindawi, vol. 2021, pages 1-14, July.
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