Examining Department Store Atmosphere According to Consumers’ Demographic Characteristics

36460

Atmospherics is a highly relevant marketing tool for retailers. Each store presents a different shopping experience. Especially, creating an atmosphere in department stores, has a great importance. Because, department stores are single or multi storey stores in which mostly non-food products are sold and which has a broad product range. The number of academic studies which began with Kotler (1973) who examined the effects of store atmosphere on consumer behavior, has increased in last decades. The purpose of this study is to examine the effect of demographic characteristics on department store atmosphere elements. Surveys were carried out on 510 consumers in three department stores. According to the findings of the study, there is a significant difference between the customers’ importance level of in-store elements related to gender. There is a significant difference between the customers’ importance level of in-store lay-out and purchasing point related to gender. There is a significant difference between the customers’ importance level of in-store decoration and music according to marital status. There is a significant difference between the customers’ importance level of out of store elements related to occupation.

633

Store Atmosphere , Department Stores , Color , Music , Scent , Lighting

Journal Of Economics an‎d Administrative Sciences

654

Journal Of Economics an‎d Administrative Sciences