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The importance of atmospherics in retail industry

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1 Running head: THE IMPORTANCE OF ATMOSPHERICS IN RETAIL INDUSTRY The importance of atmospherics in retail industry. Student’s Name: University Affiliation:
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2 THE IMPORTANCE OF ATMOSPHERICS IN RETAIL INDUSTRY Introduction. The term atmospherics is very significant in business operations especially in the retail industry. According to Kotler (1973-4), Areni & Kim (1994), the term “atmospherics” is basically with in the course of their shopping involvements. Sarel (1996), affirms that, atmospherics is an issue of concern especially for retailers owing to the growing retailing conditions in different countries such as India. In addition, the term can be used to describe the process of controlling and manipulating components of the physical environs in the effort of influencing customer behaviour. Atmospherics includes several tastes, sounds, smells or feels which can affect a retail industry either negatively or positively. The components of the physical environs influence perceptions as well as impressions. For instance, the dominant notion is that individuals are more likely to purchase when they are in a good temper & feel content. Assessing customers' opinion of atmospheric prompts can craft retail industry image, improve consumer value, increase performance as well as support intention by lessening cost, efforts, and time in retaining or enticing new clients. This paper broadly looks at the importance of atmospherics in retail industry and the factors which have led to the growth in atmospheric condition in business industry. Retail atmospherics. According to Markin, Lillis, & Narayanan (1976), retail demographics is a collection of physical as well as intangible dispositions intertwined into a grid of meanings, which affects the psychological, social, cultural, economic & spiritual routine of customers, owing to concordance with existing trends in fashions. These atmospheric cues might produce sets-
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3 THE IMPORTANCE OF ATMOSPHERICS IN RETAIL INDUSTRY &-subsets of relations associated to attributes, paybacks, feelings of pleasure or displeasure, attraction, disruption, low self-confidence, self-actualization, & basic human needs. Figure 1. Effects of Retail-Atmospheric Stimulus on Consumers. Nevertheless, environment forms a fundamental element to retailing industries by creating great customer experiences and relations. A study carried out by Turley & Bolton (1999), defines retail atmospherics as a practice which identifies a marketing environs in a careful design to both encourage particular behaviors as well as evaluations from customers & to appeal to a particular target market. Additionally, in evaluating and supporting the important of atmosphere in retail industry, Bellizzi & Hite (1992) stated that, the significance of environmental design might help deliver a wanted store or service image & promoting particular behaviors. For instance, great arousing colors might improve the probability of purchase. Colours & music is apparently two elements which are significantly important in
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  • Spring '16
  • retail industry, retail atmospherics, atmospherics three-dimensional atmospherics

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