📄 Abstract
This study investigates the influence of store atmosphere on consumer shopping behaviour in selected malls at Coimbatore, with a focus on understanding how various atmospheric elements affect purchase decisions. Conducted in a retail context, the research utilized structured questionnaires to collect responses from 125 participants. Key aspects such as store layout, lighting, music, scent, cleanliness, and employee behaviour were examined in relation to customer satisfaction, time spent in-store, and purchasing tendencies. The data was analysed using percentage analysis to determine general trends, while Chi-square tests were employed to explore associations between demographic variables (such as age, gender, and income) and consumer responses to store atmosphere. The findings indicate that elements like lighting and employee behaviour significantly impact shopping behaviour, with gender and age showing notable correlations with specific atmospheric preferences. The study highlights the importance of a well-designed store environment in shaping consumer experiences and urges retailers to adopt strategic atmospheric enhancements to boost customer engagement and sales.
🏷️ Keywords
📚 How to Cite:
Mr. Mohammed Hakeem, Mr. M. Selva Kumar, Dr. C. Rajalakshmi , ASSESSING THE INFLUENCE OF STORE ATMOSPHERE ON CONSUMER SHOPPING BEHAVIOUR IN SELECTED MALLS, COIMBATORE , Volume 12 , Issue 5, may 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,