Retail store atmospherics in India

Pages: 2049-2051
Deepti Tanwar (GITM, Gurgaon, Haryana)
Richa Nangia (K.R. Mangalam University, Gurgaon, Haryana)

Store atmospherics plays a very important role in effecting customer behavior and today it has received rising attention from retailers, researchers and practitioners. This paper provides a comprehensive overview of concept of atmospheric and its dimensions. The aim of this paper is to throw light on importance and benefits of factors that influence customer purchase intention. These atmospheric factors have multisensory approach. Retail stores focuses on making such a attractive store environment which not only attracts new customers but also helps in retaining the existing one by using variety of features.