IMPACT OF FASHION RETAILING STORE ATMOSPHERE ON CONSUMER BUYING BEHAVIOR AND ANALYSIS OF FASHION RETAIL INDUSTRY OF PAKISTAN WITH FOCUS ON LEVIS

Abstract

’urpose: The purpose of this research is to determine the effect of fashion retailing store atmospherics and nvironment on consumer behavior, stating how important this concept is and what benefits will the outlet gain rom it. For this reason, I chose a few famous fashion brand outlets, like Levis specifically. The famous fashion iutlets have been chosen from Karachi mainly, as it is the most commercial city of Pakistan. A complete analysis vas also done on the fashion retailing industry of Pakistan and what its current progress it. The current fashion (■ends were identified and consumer opinions were taken, regarding the fashion industry and what kind of hopping they would prefer along with the outlets selected tesearch Methodology: The study involved questionnaires along with interviews taken from fashion designers nd people from the bigger outlets. Quantitative and qualitative analysis were done to identify the in depth pinions of consumers. SPSS tests were applied to analyze the data. I have analyzed the explanatory data by writing the responses of people in simple words for better understanding. Endings: During the research it was proved that fashion retailing store atmospherics like scent, window displays fid music do have a major influence on consumer buying decisions as all. The comparative results explains the nderstanding of fashion retailing store atmosphere by the major brand outlets of Pakistan and it also proved igher sales in these outlets majorly taking place due to better quality of services and pleasant ambience provided ! consumers are most affected by ambience. radical Implications: The outcomes of the research might help the outlets to resolve their issues in a better lanner. It may also help other competing outlets and managers to position their products better and more Jecifically. It may help marketers to control factors which influence consumer buying decisions.