A FACTORIAL STUDY OF IMPACT OF STORE ATMOSPHERICS IN ORGANIZED RETAIL CHAIN STORES ON CUSTOMERS SHOPPING EXPERIENCE

Jayant V. Joshi; Vijay R. Kulkarni

Jayant V. Joshi Dean, School of Commerce & Management Sciences, Swami Ramanand Teerth Marathwada University, Nanded (Maharashtra)
Vijay R. Kulkarni Assistant Professor, Sinhagad Institute of Management and Computer Application, Pune (Maharashtra)

Keywords: Store, Customer, Shopping, Organised Retail

Abstract

The study is about finding out the factors which the customers perceive as important as elements of the retail stores
atmospherics. For the purpose of the study Exploratory Research Design is used. Convenience sampling method is adopted
for the study. Survey method is used for collecting the data. Questionnaire is used as data collection tool. The sample for the
study is 155 respondents. Nominal scale is used for all the variables except age, income, family size, no of children wherein
ratio scale is used. The study was conducted in Pune city. The study was conducted during the period 01.04.2012 to
15.05.2012. SPSS 17 version used for data analysis for the study. The factor analysis generated twenty elements which the
customers feel are important elements of stores atmospherics. These twenty elements were regrouped into five factors viz.
Impressive store interiors and exteriors, Store Personnel and fellow shoppers, Comfort, Beauty & Aesthetics, Display and
creative arrangement of products on shelves & Attractive displays and behavior of the store personnel