Journal of Marketing and Sales Management

Authors:- Prof. Ramchandra Alias Ameet Chate, Anuradha Ulhas Gaunekar

Abstract:- Well organized retailers have known for their setup which attracts the consumer to visit in the store. The exterior variables are which triggers consumer to have glance from the outer source. The benefits of the external variables have been identified by the retailer and it has created the value for merchandise and the retail environments in which it is sold. The superlative variable enhances the desired traffic flow through a retail store, which motivates customer to acquire merchandise. It attracts the customer and makes it easier for people to decide and find their way. It basically conveys the customer in brief about their merchandise they cater to. This study consisting of two external variables particularly exterior window display and location based on which the impact of buying behavior is been measured. The objective of this study is to evaluate the importance and analyze the impact of environmental variables on consumer buyer behavior, for which a sample size of 115 were selected. The evaluation of variables under study was quantified on a five likert scale and the correlation with the behavioral response in the form of Pleasure, Arousal and Dominance-PAD dimensions was mapped.