Marketing Questions and eBay

Atmosphere and the retail environment

There can be little doubt that retailers believe consumers will be influenced by the shopping environment; retailers will spend large amounts of money to manage the retail spaces to attract customers and encourage spending (Kotler & Keller, 2011). Arguably, the atmosphere or the way a shop 'feels' is the most important element of the environment is perceived by the shops customer. If a shop feels welcoming the environment is likely to be interpreted as positive and customers may be more likely to stay, and make purchases but if an atmosphere is oppressive it is unlikely to cause positive feelings and the environment is likely to be interpreted as unwelcoming and deter purchasers.

There are many influences which impact on the way an environment is perceived; shop layout, lighting, sound, and body language and attitude of those in the shop, notably they...
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