Enhancing Consumer Purchases through Store Design

Does Atmospheric Alchemy Matter?

Abstract

Purpose: This study explores the impact of store atmospherics—specifically music, aroma, lighting & color, and texture & feel—on consumer purchasing decisions in the shop setting. It aims to determine which sensory elements most significantly influence buying behavior, thereby guiding businesses in designing more effective in-store environments.

Methods: The study employed SmartPLS 3.2.3 and Partial Least Squares Structural Equation Modeling (PLS-SEM) to conduct a two-step analysis process. First, the measurement model was checked to ensure the reliability and validity of the constructs. Then, the structural model was evaluated to test the hypothesized relationships among the variables. To conduct the survey, a self-administered questionnaire was distributed among the customers. A total of 350 responses were obtained from participants selected using convenience sampling.

Results: All four atmospheric variables were found to have a statistically significant influence on purchasing decisions. Lighting and color emerged as the strongest predictors (β = 0.404, p < 0.001), followed by texture and feel (β = 0.341, p < 0.001), music (β = 0.140, p = 0.021), and aroma (β = 0.111, p = 0.037).

Implications: The findings highlight the strategic value of sensory design in retail environments. Retailers and marketers can leverage these insights to craft immersive in-store experiences that enhance customer engagement and drive sales.

Originality: This research contributes to the limited empirical literature on sensory marketing in developing countries, particularly by quantifying the comparative effects of different atmospheric cues in a single model.

Limitations: The study is limited by its focus on only four sensory dimensions and a relatively small sample size, which may constrain the generalizability of the findings. Future research should consider broader sensory inputs and a more diverse consumer population.