Sensory Marketing: Impact of Store Atmospherics on Buying Behavior

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In an intensively competitive market, it is difficult for retailers to take advantages from products, price, promotions and retailing network. Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offerings. One way to differentiate is by providing a pleasant and exciting shopping ambience. Therefore, a store space becomes the place full of opportunities to differentiate itself from competitors in the market. Through improving the in- store environment, a store can create an effective consuming condition to stimulate consumers’ immediate purchasing action. Retailers aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on different atmospheric cues. This paper also presents the review of different theoretical models on consumer responses to atmospherics. The paper is based on exploratory research of the various experimental researches done in last 30 years on store atmospheric cues and its influence on consumer purchase.