EFFECT OF FASHION RETAILING STORES ATMOSPHERE ON THE CONSUMER BEHAVIOR IN KARACHI

Abstract

Purpose: This particular research is likely to analyze the effect of fashion retailing stores atmosphere over the consumer behavior aspect in Karachi. There are five different independent variables have been included in this research which will be analyzed through the Statistical measures such as SPSS. Research Methods: The research methods which have been supposed in this particular research are Quantitative. The data has been collected through the quantitative measure through the instrument of questionnaire, which is an important tool to collect the most effective data for the analysis puipose. Findings: The major findings ofthis analysis revealed that there are three factors that directly affect over the consumption behavior when it comes to fashion industry of Karachi, which are lightning, Music and Color Combination. Practical Implication: This particular thesis will help the Fashion Retailers ofKarachi to consider the implications found in the analysis to influence over the shopping behavior ofthe consumers.