Indian Journal of Public Health Research & Development
Year : 2017, Volume : 8, Issue : 4
First page : ( 140) Last page : ( 144)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2017.00329.1

Store Ambiance Influence on Consumer Impulsive Buying Behavior towards Apparel: S-O-R Model

Bharathi K¹, Sudha S²

¹Ph. D Research Scholar, School of Management Studies, Vels University

²Associate Professor, School of Management Studies, Vels University

Online published on 15 December, 2017.

Abstract

Guided by the S-O-R (Stimulus-Organism-Response) model. The purpose of this research is to study was to find the relationship between store ambience factors towards impulsive buying behavior of apparel among the consumers in Chennai city. Theare four important store ambience factors are being recognized like (color, odors, temperature, Participant factors)which is also endogenous variables in the study and the consumer impulsive buying behavior as a exogenous variable. Each of the store ambience factors was tested using SPSS software. The test comprises of cronbach alpha, regression test were used in order to understand the consumers reply towards the ambiance factors. Questionnaires were distributed to the respondents which were filled by the customers who already buy the apparel products. Quantitative research, Purposive sampling comprising of sample size was 250 were return out of 250 samples usable data for study were 215 samples. The respondents rates was 84%.

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Keywords

Color, Odors, Temperature, Participant factors, Apparel, Store Ambience.

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