THE RELATIONSHIP BETWEEN ATMOSPHERIC ELEMENTS AND CONSUMER BEHAVIORAL INTENTIONS: THE CASE OF RETAILING SECTOR

Relationship between Atmospheric Element and Consumer Behavior Intention: Outline of Retail Industry The purpose of this research is to find out the importance of atmospheric variables concerning consumer behavior intention, especially in Pakistani environment. The explanation of the action intention is to first recommend to friends and family with the help of 4D, to visit the retail store again, to stay longer, and to use more at certain retail stores.

Atmospheric research tends to influence the influence of design variables in the retail environment on consumer attitudes (attitudes, behavioral intentions, product behavior, etc.). Dealers now pay more attention to the olfactory elements of the retail environment. Service and retail organizations are increasingly aware that their outlets build a corporate image, provide a powerful means to increase customer and employee satisfaction and increase productivity. Retailers use a variety of elements and forms of atmosphere, such as lighting, color, music, smell, visual communication, to induce shopper's emotions and influence shopping behavior.

The atmosphere of the retail store is a very important factor. The atmosphere of the retail store is an effort to design a retail environment to produce specific emotional effects among consumers, thereby increasing his purchase probability (Kotler, 1974). Ghosh (1994) found that the atmosphere of the store refers to a coordinated visual display of the items and environment accessible and movable within the retail store. In addition, Donovan and Rossiter (1982) argues that the surrounding environment creates an emotional reaction that directly affects consumer purchasing behavior. Thus, the atmosphere of the store is a retailer's strategy, providing a wide space, clean and comfortable lighting, and other environments that contribute to consumer shopping behavior. Therefore, the atmosphere of the store, together with an attractive atmosphere that enhances consumer preferences, is an important factor stimulating consumer awareness and retailers.