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The Influence of In-Store Ambience on Consumer Purchasing Behaviour: A Namibian Retail Apparel Store Case Study

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  • Stanley Cloete

    (Namibia University of Science and Technology, Namibia)

  • Efigenia Madalena Mario Semente

    (Namibia University of Science and Technology, Namibia)

Abstract

This study assesses in-store ambience or atmospherics of a selected apparel retail store to determine its possible influence on consumer behaviour at the selected store. Forty-five (45) walk-in customers were conveniently selected to participate in the quantitative, cross sectional study. The study concluded that there is a significant positive relationship between in-store ambience and consumer purchasing behaviour at the selected retail store. The study provides recommendations for both theory and practice

Suggested Citation

  • Stanley Cloete & Efigenia Madalena Mario Semente, 2022. "The Influence of In-Store Ambience on Consumer Purchasing Behaviour: A Namibian Retail Apparel Store Case Study," International Journal of Applied Management Sciences and Engineering (IJAMSE), IGI Global, vol. 9(1), pages 1-10, January.
    • Handle: RePEc:igg:jamse0:v:9:y:2022:i:1:p:1-10
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