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Top1. Introduction
Pfister (2019) posits that the comprehensive occupation of an atmospheric space in the context of consumer behaviour, is totally or partially without boundaries in what is experienced by and presented to the consumer. Hence, according (Pfister, 2019), atmospherics in that sense, relate to in-store ambiance and are not subjected to an individual position in the store but rather related to a wide-ranging field including, but not limited to, things such as sensory cues and spatial aesthetics.
Notwithstanding this definition, quoting Philip Kotler (1973), Pfister (2019) expresses that in-store ambiance has a lot to do with showcasing the store surroundings, thus suggesting that organisations use spatial feel, deliberately and ably as they would use value proposition, advertising, personal selling, and different devices to promote their products. The word atmospherics as coined by Kotler (1973) describes the careful development of an environment that has specific effects on customers, to produce pleasant buying situations and customer enthusiasm towards purchases. Purchase decisions based on atmospheric factors can further be explained by the concept of pleasure, arousal, and dominance (PAD). Therefore, the sensory description of the atmospheric as being a complex arrangement of environmental factors that are likely to influence consumer behaviour is widely accepted (Kotler 1973, Hultén, 2012; Krishna, 2012). Hence this paper seeks to establish the possible influence that in-store ambiance or atmospherics has on the consumer purchasing behaviours in a selected apparel retail store in Windhoek.
1.1 Statement of the Problem
In-store ambiance is said to be critical for consumer purchase decision-making in apparel retail stores (Pfister, 2019). However, it seems that the emphasis placed on in-store ambiance by many apparel retail stores may not match its importance across the spectrum. Although it is a well-known fact that consumers go through a purchase decision-making process in which products and services are evaluated before purchase (Schiffman and Kanuk, 2010, Semente and Whyte, 2018), it seems there is no clear means to determine point at which consumers look for sensory cues and atmospheric factors to make a purchase decision, nor is there a way to ascertain whether such factors play a role in consumer purchase decision-making. Hence, this study is keen to establish the possible influence of in-store ambiance on consumer purchase behaviour in a selected apparel store in Windhoek.
1.2 Objectives
The following are the objectives of this study:
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To assess in-store atmospherics (i.e., sensory cues and spatial aesthetics) at the selected apparel store in Windhoek.
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To assess the influence of in-store atmospherics (i.e., sensory cues and spatial aesthetics) on consumer purchasing decision-making at the selected apparel store in Windhoek.
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To assess the influence of pleasure, arousal, and dominance on consumer purchase decision-making at the selected apparel retail store.