IMPACT OF ORGANIZED RETAIL STORE COLOUR GRAPHICS FACTORS ON CUSTOMER BEHAVIOR

Abstract

This study is aimed to analyse the impact of organized retail store Colour Graphics factors on customer behavior. Here, organsied retail store Colour Graphics factors such as music, lighting, scent smell, in-store signage, store decoration, merchandise visibility, colour graphics, store layout, air-conditioning, promotional display and cleanliness are the store Colour Graphicss factors considered as independent variables. Purchase intention is taken as a dependent variable. A sample of 580 customers is taken for the study based on the convenient sampling technique. Further, descriptive statistics, correlation and regression analysis are applied. It is found that store Colour Graphics factors are having relationship with purchase intention of the customers in the organized retail store. Where, Visit the store again due to colour graphics and the perceived value of the store due to colour graphics are the factors that positively influenced the purchase intention.  However, store appealing and attractive due to colour graphics, feel pleasant due to colour graphics, excitement due to warm colours and store as the choice due to colour graphics have not influenced the purchase intention.