Influence of Retail Atmospherics on Consumer Perception in Specialized Department Stores

This paper investigates the influence of store atmospherics on consumer perception in specialized department stores. Department stores focus on creating an attractive environment by using different features, which not only influences consumer perception but also helps in attracting new customers and retaining existing ones. The independent variable of the study: store atmospherics, was further sub-divided to include window displays, lighting, temperature, wall coverings, props and signage. The dependent variable of the study is consumer perception, which has been measured with the help of a questionnaire. This study is based on the response of 200 respondents who participated in the survey.