To study the effect of Traditional Store Environment Cues on the Purchase Intention in Apparel Retail Industry

Abstract

Even though with the online stores getting more and more into play, the traditional stores have still not lost its essence, especially in the context of Pakistan’s apparel industry. It has been observed that these big apparel chains are now opening more and more stores all around the country with bigger than ever outlets, and these outlets witnesses a huge amount of crowd pulling in for shopping. In such a scenario, this research will help us in understanding the factors which acts as a key in bringing in the customers for this physical experience of shopping in the physical stores of these outlets. This research study will be effective in knowing and understanding the factors which contributes towards the purchase intention of customers. This research study will help us know the mindset of the customers and what are the factors which a customer has in mind which makes it a good shopping experience for them and makes them come again and again to a particular outlet. The finding of the research shows that the factors identified as the pre-cursor for purchase intention in case of the traditional store environment, comes out to be true. The ambience of the store is designed well, is properly ventilated and smells good can have positive impact on the customers and their purchase intentions. Similarly, the layout of the retail store also contributes a lot towards the ease of customers and hence, in making a purchase. One of the most important factors which are likely to enhance the purchase intention is the customer service offered by the retail outlet. The retailers offer different kind of customer service, and the level of the customer service determines the customer satisfaction, once a customer is satisfies, he / she is more likely to make a purchase from the outlet. Lastly, it is the location of the store, being at a location which is easily accessible to the customers also increases the chances of them making purchases. If the store is located at a facility nearby then the customers are likely to make visit visits and ultimately end up making purchases.