Influence of Retail Atmospherics as Nonverbal Communication on Purchase Behaviour in the Nigerian Retail Environment
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2017, Vol 1, Issue 5
Abstract
This paper focuses on unravelling the impact of atmospherics on shopper purchase behaviour in emerging markets like Nigeria and attempts to isolate the atmospheric cue that is the most signifi cant predictor of shopper purchase decisions. The paper seeks to establish a correlation between the design, ambient and social cues in big shopping malls and buyer purchase behaviour. A quantitative and deductive approach is adopted. Data collection is through a survey, and the principal research instrument is the questionnaire. Results reveal that retail atmospherics exert some signifi cant infl uence on shopper purchase behaviour. Empirical analysis indicates that retail atmospherics account for 34% of shopper purchase behaviour and that design cues are the most signifi cant predictor of shopper purchase decision followed by ambient cues. Social cues do not exert any infl uence on purchase decisions. A ‘moderation’ and ‘mediation’ analysis revealed that though design and ambient cues infl uence purchase decisions independently, the interaction effect on each other is not signifi cant. Consequently, there is a need to understand why social factors do not play a role in purchase behaviour. More importantly, there is the need to identify and understand other factors that account for the balance of 66% in shoppers’ buying behaviour. Such a study might focus on factors such as pricing, sales promotion, loyalty programmes and other psycho-social factors which may work as key infl uencers in customers purchase decisions. For practical purposes, the focus should be on the design and ambient cues in the conceptualisation, development, and management of large retail stores.
Authors and Affiliations
Kizito Ogedi Alakwe, Ngozi Okpara
Keywords
Related Articles
- EP ID EP299740
- DOI 10.7172/2449-6634.jmcbem.2017.1.4
- Views 164
- Downloads 0
Does Thinking Style Affect the Impacts of Satisfaction and Reputation on Repurchase Intention? A Cross-National Comparison
The purpose of this study is to test whether the infl uence of satisfaction and reputation on repurchase intention varies among analytic and holistic thinkers. We employed an individual level approach to measure cross-cu...
The Influence of Adult Children from “Generation Y” on the Shopping Decisions of their Parents
Family is one of the most important socio-cultural factors which refl ects on a man’s behavior. Contemporarily, young people demonstrate much more market activity. Except for doing shopping, they also play roles of advis...
Influence of Retail Atmospherics as Nonverbal Communication on Purchase Behaviour in the Nigerian Retail Environment
This paper focuses on unravelling the impact of atmospherics on shopper purchase behaviour in emerging markets like Nigeria and attempts to isolate the atmospheric cue that is the most signifi cant predictor of shopper p...
The Use of Artificial Neural Networks (ANN) in Forecasting Housing Prices in Ankara, Turkey
The purpose of this paper is to forecast housing prices in Ankara, Turkey using the artifi cial neural networks (ANN) approach. The data set was collected from one of the biggest real estate web pages during April 2013....
Effects of Motivating to Sustain Commitment of the Sales Professionals
Motivation is an important tool which can have a signifi cant impact to improve the performance of employees in any organization and in the current competitive world, employees’ commitment is crucial in achieving the org...