Impact of Organized Retail Store Layout Factors on Customer Behavior

  • Dr. R. SENTHIL KUMAR

Abstract

This study is aimed to analyse the impact of organized retail store Layout factors on customer behavior. Here, organized retail store Layout 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 Layout 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 Layout factors are having relationship with purchase intention of the customers in the organized retail store. Where, Properly designed layout encourages to spend more time in the store are having positive influence on purchase intention. But, space for free movement factor has negatively influenced the purchase intention.

However, layout design influences the choice of a store, visit the store again due to layout, hassle free layout and more attractive due to store layout have not influenced the purchase intention.

Published
2019-11-28