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ABSTRACT
The Store Ambience is an environment that is created to generate a stimulus among the customer's perceptions and emotions that will affect their purchasing behavior. The retail industry is the activity of sale of good and services to final consumers, and the retailer as the economic agent that puts in practice such sales. This means that the retail industry is composed not only by the sale of products at the stores but also through the commercial concepts of non- store as well as services. Thus the retail industry either in products or in services is the last stage of the distribution circuit, where the retailers assume an important role of intermediary between producers, wholesalers or other suppliers and the final consumers.
Keywords: Ambience, Consumer behavior, Purchasing behaviour.
INTRODUCTION
Today when our country is orienting by imbibing the globalization trends, there are lot of things that are changing. One key to successful in this changing era is innovation. This is no different for organized retailing. The shopping experience of the customer, which is considered the most important aspect for the success of a retail store, is completely dependent on innovation. The idea is simple - enhance the customer satisfaction, to add value to the entire shopping experience. The three elements which complete the Shopping Experience are:
1. Merchandise
2. Customer support
3. Store Ambience
The store atmosphere more commonly known as store ambience plays a very vital role in enhancing Customers Shopping Experience. It supplements the other two elements mentioned above.
People like to be in good atmosphere, which in retail is the store ambience. The store ambience is an Environment that is created by visual communications, lighting, music, colors etc., to generate a stimulus among the customers perceptions & emotions that will affect their purchasing behavior. The store atmosphere is about having a look and an environment that suits the target market & invites consumer for purchase. The Indian consumers generally shop from markets and areas which are tacky, filthy, stinking. They buy goods at bargained prices. But this trend is changing. Instead of moving into weekly haats, melas, mandis or any other traditional form of retail, consumers prefer walking into an air conditioned store to buy the products. Not only had this,...