Impact of Ambience on the Buying Decision of Customers in Retail Sector

Abstract

The contribution of retail in India’s GDP would be 22% by 2010. By looking at this fact the retailers are really curious to know various factors which can really attract the customers & have a great influence on their buying behaviour. The retail players have started paying attention to different factors which can be crucial for the success of their outlet. In present scenario, customers’ perception has changed. The buying decision process of the customer is greatly influenced by various factors at the retail outlets. Visual merchandising, effective customer relations, variety of items, payment modes are few major factors in the success or failure of a retail store. An attempt has been made in the present paper to find out the impact of ambience on the purchase decision using primary data from the NCR region. The findings of the research are indicative in nature & may be generalized to the whole retail Sector, assuming that the data of NCR can be considered representative of the retail sector of India. Statistical tools employed are hypothesis testing & ranking method.