Effect of Store Environment, Perceived Crowdedness, and Perceived Noisiness on Consumer Buying Behavior Through Brand Attachment

Abstract

Consumer buying behavior is becoming a key component in marketing where individuals search, select, use, and dispose off goods to satisfy their needs and wants. In the current competitive environment, cutthroat competition exists in the retail industry due to the development of social media channels. Now the success of a retail business is based on its ability to understand consumers' buying behavior. Therefore, the retail industry focuses on the factors and preferences that affect buying behaviors. Previously, crowdedness in shopping stores may lessen consumers' evaluation of products and decrease their satisfaction. However, recent research proved that crowdedness could significantly affect buying behavior. This study is conducted to check the role of the store environment, perceived crowdedness, and perceived noisiness on consumers buying behavior. We have conducted two surveys for this study. First, identify the top five popular brands in the clothing industry, and, secondly, the determinants of consumer's buying behavior were tested through a sample of 311 respondents. Results show that both store environment and perceived crowdedness affect brand attachment, whereas brand attachment mediates the relationships between store environment, perceived noisiness, perceived crowdedness, and consumer buying behavior. The results will assist future researchers and policymakers in devising marketing strategies by considering the determinants of consumer buying behavior.