Question

How do atmospherics impact consumer behavior? And specifically which categories have what effect on consumers?

Answer 1

The environment inside a store can also influence the consumer behaviour regarding the decision to make a purchase. This influence has long been acknowledged by retailers as well as the interior designers that are contacted for Store design. In this sense Store atmospherics has become a popular approach where the effect of music, smell and colours along with other factors related to the atmosphere inside the store are studied.

Kotlerhas indicated that there are several reactions that stores can experience from consumer by changing the atmospheric factors
According to a study, consumers that have good opinion about music and lighting, treat and declare themselves as more relaxed and happy whenever they are visiting a store. So temperature lightning and music are very helpful in arousing the consumers India buying decision and they are more likely to buy from a particular the store.

Similarly architecture and colour play an important role in the processing of Information and search. People are more likely to evaluate different products in a large store that has a good architecture and uses different colours to display the products. In a similar manner if the store is crowded it generates a negative influence on the consumer and they feel unhappy and may postpone their shopping decision from that store.