EFFECT OF STORE ATMOSPHERE ON CUSTOMER PURCHASE INTENTION IN BHATBHATENI SUPERMARKET OF KATHMANDU VALLEY
| dc.contributor.advisor | Suman Kamal Parajuli / Dr. Dipak Mahat | |
| dc.contributor.author | Trima Shah | |
| dc.date.accessioned | 2025-03-12T02:26:46Z | |
| dc.date.available | 2025-03-12T02:26:46Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | This study looked into how store ambient cues affect customers' decisions to buy at a supermarket in the Kathmandu Valley. The supermarket, which is open across Nepal, is the biggest retail establishment there. The study examined a number of ambient cues, including temperature, lighting, cleanliness, music, and product display, to see how those factors affected consumers' intentions to make a purchase. This study examined how customers' total purchase intentions during their shopping experience are impacted by the environment of the store. According to the study's findings, customers' intentions to buy are significantly influenced by factors such as temperature, lighting, cleanliness, and product display, but not by music. The findings of this study suggest that store managers and owners should prioritize maintaining cleanliness, lighting, temperature, and product display as key store stimuli that align with the attitudes and perceptions of their customers. The store is required to keep their space clean, and the merchandise must be kept dust-free and in a nice and orderly manner. Since cleanliness is becoming more and more important to people, the store should always maintain a clean and healthy environment. More clients are drawn in and encouraged to make repeat purchases because of the cleanliness. The results indicate that in order for the product and its information to be easily viewed, retailers or store owners need to control the illumination. Whenever possible, lighting should use multiple colors to complement the surrounding context and maintain visibility. business managers are recommended to create a cool ambiance in their business to make consumers feel cool and relaxed when shopping, as the findings reveal that people tend to feel uncomfortable when the temperature in the store is too high or low. In a similar vein, the product presentation ought to be easy for buyers to peruse and interact with. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14540/24467 | |
| dc.language.iso | en_US | |
| dc.publisher | Shanker Dev Campus | |
| dc.title | EFFECT OF STORE ATMOSPHERE ON CUSTOMER PURCHASE INTENTION IN BHATBHATENI SUPERMARKET OF KATHMANDU VALLEY | |
| dc.type | Thesis | |
| local.academic.level | Masters | |
| local.affiliatedinstitute.title | Shanker Dev Campus | |
| local.institute.title | Faculty of Management |