The Impact of the In Store Environment on Consumer Behaviour

Volume 14 Issue 1 June - August 2019

Research Paper

The Impact of the In Store Environment on Consumer Behaviour

Iva Starc*, Robert W. Robertson**

*,**University of Ljubljana, Slovenia.

Robertson, R. W., & Starc, I. (2019). The Impact of the In Store Environment on Consumer Behaviour. i-manager's Journal on Management, 14(1), 17-26.

Abstract

An increasingly competitive global retail sector requires that firms reconsider their marketing and sales strategies. In particular, significantly increasing online sales have served to focus the attention of retailers on all aspects of the on ground for consumers. One specific area of interest is to enhance the in store shopping experiences of consumers by improving the in store design and operational aspects of the on ground shopping process. This paper explores the increasing importance of the in store environment and experiences on consumer behaviour.