Retail Shoppability: The Impact of Store Atmospherics & Store Layout on Consumer Buying Patterns
Retail shoppability, defined as the ability of the retail environment to translate consumer demand into purchase. It is making consumers’ needs salient in specific retail settings & turning shoppers into buyers. The primary motivation to study store image has been to investigate the store atmospherics & store layout as a predictor of consumer behavior and store performance. This paper enhances previous conceptualizations of store image by introducing the concept referred to as retail shoppability. The quantitative research focused on identifying those store image attributes perceived as important by a selected group of consumers.
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