Influence of Retail Store Aesthetics on Consumer Behavior: An Empirical Study on Retail Malls
| Main Author: | Satish Kumar.R |
|---|---|
| Format: | Article |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/1479101 |
Daftar Isi:
- Retailing is an immense potential and fastest income generator in the service sector. In the competitive arena, market forces the organized retail store to foray with an ambiance and modern artifacts of style to attract the consumers in buying brands. A retail store space in luxury interior function as a critical marketing point to communicate the brand’s intended image. Consumer sense of an esoteric nature attracts the retailer luxury appeals. It is a mere need of a retailer in a competitive market to create a unique identity to sustain. This study gives an insight on the symbolic effect of aesthetic factors of retail atmosphere, focusing on the impact of perceived interior colors of the store luxury, consumer emotion, and preference. These investigation results statistically support that respondents exposed to the high luxury retail atmosphere condition report a higher level of perceived store luxury than do the consumers exposed to the low luxury retail atmosphere condition. It also reveals that consumers perceived store luxury increases felt pleasure and arousal improves store preference to buy products.