Study of atmospherics in retail outlets

Abstract

INTRODUCTION Background The design of retail outlets have been the subject of considerable research in recent years as organizations have sought to design their outlets to be appealing to both present and potential customers. A lot of customers choose a retail store for its environmental appeal, whether it is the friendliness of the employees, or the music playing in the background. Sometimes we are very well aware of these factors, but at other times we are totally oblivious to these influences. These are specifically designed to influence the behaviour of consumers. Its most well known advocate, Philip Kotler, appropriately named it as the study of atmospherics. It is appropriate simply for the fact that these influences are present in the general background atmosphere. Kotler developed the term to represent the role of ‘environment’ in the marketing mix. The term atmospherics is used to describe “all the elements of in-store décor that influence customer's feelings and reactions, including lighting, furniture, sounds, scents, temperature, and style.” It describes the physical elements in a store's design that appeals to consumers and encourages consumers to buy. It uses all the five senses to appeal to the consumers’ tastes. Study Objectives This paper attempts to show that atmospherics positively affect retail outlets by promoting a desired store image and by creating a more approachable shopping environment. The atmospherics of a store are evaluated on certain parameters, some of which are: 1. Colour schemes 2. Layout of the store 3. Scents 4. Lighting 5. Music 6. Temperature 7. Crowding in the store The expected outcome of the study is a report on the important attributes that constitute Atmospherics and their application in the retail environment.