Influence of store atmospherics on retail store patronage: a study of apparels and lifestyle products.
Sharma, Rishi Raj ; Sharma, Neetu
[ILLUSTRATION OMITTED]
Introduction
Marketing has witnessed a significant change especially with regard
to retail sector. If we throw light on past, history shows that
retailing is not a new concept. The origins of retailing is as old as
trading itself. It involves the activity of selling goods/services to
the ultimate consumer. It is the final stage of a distribution process
(lather et al., 2006) and retailers, serves as middleman or intermediary
between the production and consumption of goods and services in
marketing channel of distribution (Moye, 2000). Retailing has gradually
recognized its importance and has emerged as one of the fast paced
industry. It has witnessed significant revolution so it can be rightly
remarked that in today's time, the only thing constant in Retail
Industry is change (Lather et al. 2006). Modern retailing has entered
into India as is observed in the form of sprawling shopping centers,
multi-storied malls and the huge complexes that offer shopping,
entertainment, food and apparels and lifestyle products all under one
roof (Koul and Mishra, 2013). The consumers today are looking for
convenience and for that they want everything under one roof with
variety of choices. Since, with the fast expansion of supermarkets,
hypermarkets, cash and carry stores and discounters and with the entry
of multinational retailers, and the shifts in consumers' attitudes
and behaviour, apparels and lifestyle products retailers have felt ever
stronger pressures to make their competitive strategies more effective,
so that they can increase store traffic, enhance store loyalty and
improve performance. Strategic positioning has become critical issue for
gaining both a sustained long-term growth and a leadership position. The
central problem addressed here is the identification of the factors that
determine the store choice and have the greatest impact on patronage
behavior of shoppers. Today, the concept of shopping has undergone a
sweeping transition, especially, if we talk of urban Indian population.
Large format retailing in India has added flavour to the urban shopping
experience as shoppers attitude, expectations and preferences are
changing, they want umbrella of brands for convenience. Enders and
Jelassi (2000) says store formats are based on the physical store where
the vendor interacts with the customer. Messinger and Chakravarthi
(1997) states that a format is a mix of variables that retailers uses to
develop their business strategies and constitute the mix as assortment,
price, transactional convenience and experience. Therefore every
retailer needs to evaluate the enablers and detterents in the retail
market or structure of business. Players like Tata's, Future group,
RPG enterprises, Vishal Retail, ITC etc. are fleeting high interest in
this sector (Bhatnagar, 2004). In such a scenario, a retailer must
examine the role and significance of retailing and must initiate steps
to develop shopping as an enriching experience. Today consumers demands
have expanded they are looking not only for functional benefits from
retailers but also for non functional benefits which are compatible with
their lifestyle. Hence, retailers like Kapsons, Lifestyle, Reliance
Trends etc. now have revised traditional format of apparels shopping
areas both in terms of product offerings and atmospherics. So, this
study provides an insight for customer perceptions and store choice
behavior on the basis of store attributes and also reflecting the
consumer's patronage behavior for various store atmospheric cues
while shopping for apparels and lifestyle products. The geographical
scope of the study is confined to the three districts of Punjab,
Chandigarh (U.T.) and one district of Haryana (Gurgaon) in India.
Review of Literature
Retail managers often views, patronage behavior of a consumer as
identifying and targeting those customers most likely to purchase. Store
patronage motives are reasons for patronizing the store, i.e. elements
of a retailer's merchandising mix that are critical in
customer' patronage decision. Today, retail sector is characterised
as competitive so a store retailer must develop effective strategies to
differentiate itself and gain a competitive edge over non-store
retailer. Store retailers therefore, should examine environmental
attributes as key in determining store choices and should find ways to
attract more and more customers (Moye, 2000). Although the selection of
a preferred retail store is an important aspect of the consumer purchase
decision process, it has received relatively little sophisticated
attention in the relevant literature. Conceptually, the consumer's
store patronage decision can be viewed as a comparison between certain
evaluative criteria and certain perceived retail store characteristics
(Engel et.al., 1968). The evaluative criteria represent the
consumer's desires or expectations regarding various aspects of the
retail store. The comparison of the perceived characteristics of the
retail store image with the consumer's evaluative criteria results
in the identification of acceptable and unacceptable stores, indicating
those stores which ultimately will and will not be patronized (Philport
et.al.,1972). Retailers thus must tailor strategies to enhance consumers
patronage as the survey of literature has clearly revealed that store
environment stimulates shopper's attitude and affects his patronage
behavior. As for any retail business store atmospherics are essential,
it refers to the physical characteristics associated with the store
which helps in building an image of a retail unit and draw more
customers. It describes the physical and non-physical elements present
in a store that appeals to consumers and encourage them to buy. The
retail unit environment therefore must contains various stimuli that
might be perceived by the customers senses and stimuli offers many
responses with regard to shopping behavior. The store providing an
ambience in which a consumer feels relaxed and comfortable like
melodious music, appropriate lighting, pleasant aroma etc. may be
preferred for shopping as compared to others where the elements are not
present. The retailer thus needs to identify the evaluative criteria
which consumers consider most important and which reflect dimensions of
the store's image over which the retailer has some control. The
retailer can then alter the characteristics of the store, attempting to
make the perceived store image more consistent with the consumers'
expectations and leading to patronization of store by consumers. The
study of consumer selection of retail store cues can provide an
abundance of information concerning the manner of consumers choice
criteria for a specific store. Since, the consumers' decision is
associated with their perceptions of a store's ability to satisfy
their needs and wants hence it becomes a fertile opportunity for
retailers to frame store dimensions and conditions in such a manner
which attracts a shopper towards a retail store for shopping.
Investigation of a patronage-attribute relationship can provide valuable
assistance in identifying competitors and their relative strengths and
weaknesses (Eroglu, et al., 1983). The studies from retail literature
are identified which clearly shows the relationship of various store
atmospheric cues with store patronage. Ward, Bitner and Barnes (1992)
studied the element of store design and examined the prototypicality of
a store design i.e. the degree to which a store has elements in common
with other similar stores. The study revealed that a visit to store is
influenced by the store design. In another study by Baker (1987) on role
of environment in marketing services the study examined the exterior
store atmospherics as a functional component encompassing layout,
signage and comfort. Donovon and Rossiter (1982) study examined the
impact of store internal atmosphere on consumers buying behavior in
terms of approach--avoidance. The study found a positive relationship
i.e. as there is improvement in the store internal environment, the
approach towards store increases and avoidance decreases. Bitner (1992)
identified store atmospheric dimension as ambient conditions and
explained that it affects five senses and perceptions of human beings.
Bitner (1992) study also examined that store environmental variable
contributes to emotional response of consumer. There are multiple of
studies in retail literature which found relation between retail
patronage and various store attributes such as creative space design
(Kent, 2006), characteristics of employees (Baker, 1992), attributes of
consumer (Solomon et.al., 1985) etc. The results of these studies
revealed that certain store attributes helps attracting new customers,
minimize perceived costs and increase shopping convenience. Therefore it
becomes essential for strategic marketers and retailers to look forward
for various store atmospheric selection which shall help in improving
store conditions and developing consumer's emotional reaction in
terms of building positive store image and enhancing frequency of visit
to the store leading to retail patronage. The present study is an
attempt to study the influence of retail store atmospheric cues on
consumer's decision to patronize the store.
Database and Research Methodology
Research Objectives
1. To determine key factors of store environment influencing
shopping behavior of retail apparels & lifestyle products.
2. To examine relationship between various retail environmental
stimuli and retail store patronage.
Sampling
The present study focus to determine the key factors influencing
retail shopping behavior of Indian consumers for apparels and lifestyle
products. The data for the present research for determining influence of
store atmospherics on retail store patronage was collected using
multi-stage random sampling technique from the regions of Jalandhar,
Amritsar, Ludhiana, NCR Gurgaon and UT Chandigarh. A structured
questionnaire was prepared and got filled from 475 respondents using
personal interview technique, however only 399 questionnaires were
correctly filled and used for the purpose of analysis yielding a
response rate of 84 percent. The questionnaire consisted of 21 variables
reflecting store significant servicecapes for a retail consumer. The
respondents were asked to rate the significance level of environmental
stimuli on a 5 point likert scale wherein 1,2 were level of unimportant
store atmospherics and 4,5 were level of important store atmospherics.
The retail store patronage was measured by 6 statements derived from
marketing literature. The statements were 'I would like to spend
more money in the store' ; 'I would like to spend more time in
the store'; 'I would like to ask store personnel about
upcoming events in the store'; 'I would like to take help from
personnel in the store'; 'I would like to revisit the
store'; 'I would like to recommend to others about the
store'. The respondents were asked to rate the level of agreement
with the statements on a 5 point likert scale wherein 1,2 were level of
disagreement and 4,5 were level of agreement. The summated values of the
six statements were used as Retail store patronage.
Sample Profile
The sample demographics indicate that 44.6 percent of respondents
were males and 55.4 percent were females. The age profile of the overall
sample were distributed as follows : 18-35 years (30.6 percent), 36-50
years (20.3 percent) and above 50 years and older (49.1 percent). The
income pattern of respondents were classified in 5 groups comprising of
respondents with income less than 3 lacs (15 percent), 3 lacs-5 lacs
(15.5 percent), 5 lacs-8 lacs (9.8 percent), 8 lacs-10 lacs (13.8) and
above 10 lacs (45.9 percent). The sample description also highlights
about respondents marital status. The sample nearly consisted of equal
proportion of married (49.5 percent) and unmarried (50.1 percent). The
occupation status description shows that the respondent with part time
occupation (2.5 percent), full time (11.5 percent), businessman (47.3
percent), professionals (36.7 percent) and others (2 percent).
Scale Development
The twenty one items for retail store atmospherics were selected on
the basis of strong literature support in consultation with
practitioners and consultants in the field of Apparel and lifestyle
product retailing. Pre-pilot and pilot survey was conducted to improve
the questionnaire. Based on survey some of the items were not found
valid for determining retail store atmospherics for apparels and
lifestyle products industry. Hence the items were not included for final
survey. The items were rated on five point Likert scale. Finally, the
full survey was conducted in principal cities of Punjab, Chandigarh and
N.C.R.
Results and Discussion
The Kaiser-Meyer Oklin (K.M.O) Measure of Sampling Adequacy and
Bartlett's test of Sphericity were performed to determine if the
analysis is appropriate for these variables. Hair et al., (1998) state
that a substantial number of correlations should be greater than 0.30
and anti image correlations should be small. The correlation matrix for
the same showed similar results (Table I). The KMO measure were 0.837
and the Bartlett's test were significant ([x.sup.2] = 4950.244,
p=0.000) indicating that factors analysis was appropriate for store
attributes. According to Hair et al., (1998) the KMO score of 0.80 as
above are meritorious. The factor analysis result revealed that 65.978
percent (Table II) of variance is explained by 4 factors. The latent
root criterion were used to determine the number of factors extracted.
Only factors with Latent root/Eigen value greater than 1 were
significant and taken in analysis and named as Store Location and
Customer Services;
Store Ambience and Design; Product Quality and Features and In
store Customer Convenience.
Factor 1 : Store Location and Customer Services: This factor
emerged as the most significant covering location of store (0.879),
after sales services (0.857), availability of parking space in store
(0.842), rush inside store (0.821), use of credit card (0.622), exterior
window display had a factor loading of (0.756) and attractive exterior
signage loaded with a value of (0.658). The explanatory power of this
factor is 25.894 percent with eigen value 5.438 and Cronbach's
alpha of 0.884.
Factor 2 : Store Ambience and Design: This was the second factor
covering five items- availabilty of music inside a store (0.832), store
interiors (0.787), lighting inside store (0.768), aroma inside store
(0.777) and temperature inside store (0.675). It explains 20.635 percent
of variaitons with eigenvalue 4.277 and Cronbach's alpha of 0.857.
Factor 3 : Product Quality and Features: This is the third
significant factor which contributed 12.493 percent in explaining the
variations, 2.623 eigen value and Cronbach's alpha of 0.763. The
availability of brands (0.823), quality of products and services
(0.753), variety suited to style (0.749), sizes varied to age (0.689)
and products and services at reasonable prices (0.675) were covered in
this factor.
Factor 4 : In Store Customer Convenience: This was the last factor
covering-display of merchandise in racks and open shelves (0.856),
display of price tags on products (0.816), segregation of products and
accessories into various sections (0.734), salesman helping attitude
(0.713). The eigen value of the factor is 1.517 and it explains 7.226
percent of variance with Cronbach's alpha of 0.870.
The second objective was to examine the relationship between store
atmospherics and retail store patronage. The hypothesis was tested using
Stepwise Multiple Regression Analysis model at 0.05 level of
significance. The hypothesis is rejected if the results reveal a
significant relationship between any of the store atmospherics and
retail store patronage. The assumptions of Multiple Regression Analysis
were duly tested before analytical investigation. A scatter plot of
residuals was plotted to check homocedasticity and linearity of data and
normal probability plot of dependent variable was drawn to know about
normality of data. The scatter plot showed absence of homocedasticity
and normal probability curve showed all values around the dependent
variable. The Durbin Watson value was calculated to check auto
correlation and finally VIF, Tolerance Value and Condition Index was
assessed to check problem of multicollinearity of data.
The Durbin Watson value for the model was 1.611, which is near to
the standard accepted norm of 2. The tolerance values of factors as
predictors have high tolerance values and low VIF values. Hair et al,
(1996) states the tolerance values should not be less than 0.1 and VIF
should not exceed 10 and condition index value should not exceed 30. The
present study conforms to the standardized norms adequately as shown in
Table IV.
Table III presents the Multiple Regression results. The Analysis
showed that the final Multiple Regression Model for various store
atmospherics influence on consumer's choice to patronize a retail
store for shopping of Apparels and Lifestyle products as a dependent
variable was found statistically significant (F=100.598, p = 0.000). The
final Multiple Regression Model contained the three Store Atmospheric
factors as significant. The three independent variables explained some
part of variations in the dependent variables. The explanatory power of
the Model, as reported by adjusted R2 value was 0.436. This suggest that
43.6 percent of the variability in the consumers response for their
visit to retail store for shopping of Apparels and lifestyle products is
predicted by the three store atmospheric factors used in the Multiple
Regression Model as independent variable. In store Customer Convenience
was the first variable that entered the equation as it was the most
salient in explaining the dependent variable. It contributed 18.2
percent of the variation. At step 2, Store Ambience and Design entered
the Multiple Regression Equation and accounted for an additional 16.4
percent of the variations in consumer's choice for patronizing
retail store. Product Quality and Features entered the Multiple
Regression Equation at step 3 and accounted for an additional 8.8
percent of variations .
Table IV shows that the store atmospherics significantly influenced
consumer's decision to patronize a retail store. In store customer
convenience ([beta] =0.429, t = 11.295, p = 0.000), Store Ambience &
Design ([beta] = 0.405, t = 10.650, p =0.000) and Product Quality and
Features ([beta] = .296, t = 7.797, p = 0.000). The direction of
relationship between variables in the equation can be interpreted as
follows. The positive sign of beta coefficients of various predictor
variables implied that as more and more improvement in the store
atmospheric factors is there, the more consumers responds to retail
store for shopping of Apparels and lifestyle products. The relative
importance of variables is indicted by their standardized beta
coefficients. The variable having the strongest effect is In Store
Customer Convenience (.429). The next important is Store Ambience and
Design (0.405) and finally, Product Quality and Features (0.296). The
results of the study conveys that three out four store atmospheric
factors have significant influence on consumer's decision to
patronize a retail store.
Summary, Conclusion and Implications
Past research studies have aimed to determine the relative
importance of individual store patronage motives (Arnold, Oum and
Tigert, 1983; Woodside, 1973) and product related store patronage motive
factors (Kelley and Stephenson 1967), and several store attributes have
been proposed to be important for store choice decision, including
advertising, physical characteristics of the store, convenience factors,
merchandise selection, friendly personnel, service quality and low
prices. No taxonomy has become dominant in the literature. There is a
vacuum of literature on store patronage motives in transition economies,
and India is no exception. Considering the dearth of literature for
finding store atmospheric related factors fostering consumers patronage
towards an apparels and lifestyle product retail store, the present
study aims to explore the relative importance of patronage motives as
individual perceptual factors, and link them with purchasing outcomes in
terms of retail patronage. The research study has both theoretical and
practical implications. The major contribution of this study is the
identification of key store atmospheric factors influencing
consumer's evaluation of a retail store for patronization. These
store attributes are a basic satisfiers for store patronage intentions
by apparels shoppers. The results suggests that retailers in order to
enhance store patronage intentions must ensure presence of these store
attributes in their stores. The results also provides an insight and
knowledge of various store attributes preferred by shopper's in
present times which could enable the retailers to relook at their
offerings and if require, to redesign their retail mix to provide
greater value to the customers (Johnson and Raveendran, 2009).
Furthermore, the present study examines the relationship between
consumers' and managers' view on store patronage motives i.e.
while designing a retail store strategy, management first decides which
store image to project to selected market segment and then managers
generate information about the target market, in context to the store
attributes perceived by the market audience as important in store
patronage decision (Osman, 1993).
The empirical study results highlights the significance of various
store atmospherics in influencing consumer's decision to
patronizing a retail store. Amongst the four factors derived through
exploratory factor analysis i.e. Store Location and Customer Services;
Store Ambience and Design; Product Quality and Features and In store
Customer Convenience, in present times, In store convenience emerged as
the most dominating and critical determinant of store atmospheric cues
for store patronage. Today, convenience is the utmost priority of
consumers. The store where salesmen helps the shoppers in finding the
merchandise, salesmen informing consumer about upcoming sales events,
where goods are displayed in proper racks and shelves and price tags are
available on each product, marks a sign of consumer convenience in a
retail store and helps a consumer to decide promptly. Moreover, in
context to Apparels and Lifestyle Products the shopper prefers to
patronize a store which offers fine ambience conditions. The presence of
music, adequate lighting and proper temperature conditions also fairly
encourage a shopper to stay more in the retail store, to communicate
with the store personnel and also renders him to make impulse
purchasing. Besides this, while shopping for Apparels and life style
Products the shopper also considers Product Quality and Features like
whether the store offers branded clothes, is variety according to latest
styles and fashions, are apparels of different age groups available, the
price of goods are reasonable enough which suits pockets of all.
However, the fourth factor store location and customer services though
significant revealed no relationship with store patronage. This result
shows that store location and customer services does not significantly
influence a consumer's decision for store patronization.
So, it is concluded that store atmospherics plays a crucial role as
a significant cause in explaining the retail store patronage by retail
consumers for shopping of apparels and lifestyle products. Therefore,
the present study suggests that retail atmospherics planning by
retailers cannot be understated since it is a strategic tool in
influencing customer satisfaction and enhancing store patronage
intentions. The retail managers need to improve store conditions in
terms of increased customer convenience, better ambience and improved
product quality and features to enhance store patronage by apparels and
lifestyle products shoppers. The findings of study have conceptualized
new dimensions of retail store patronage offering new guidelines for
marketing managers to understand changing psychographics of consumers
with regard to building store image leading to store patronization. The
results however cannot be generalized as the study is limited to the
responses of shoppers from a selected geographical region. The data was
collected from the principal cities of Punjab and one from Haryana.
Moreover, the data was not collected proportionately from different
cities. The future researchers may attempt to expand geographical area
or cover the cities proportionately to make comparative analysis of
perceptual differences of respondents. Such examination may add to the
body of knowledge about different store attributes influencing consumers
store patronage intentions. The study was also limited to respondents
from urban areas. The future studies may focus on developing profiles of
non-urban shoppers as it gives retailers an idea how to adapt their
offerings to attract non-urban customers also.
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Rishi Raj Sharma
Associate Professor, University Business School, Punjab University,
Chandigarh.
Neetu Sharma
Assistant Professor, PG. Department of Commerce and Business
Management, Hansraj Mahila Mahavidyalaya, Jalandhar.
Table I
Correlation, Variable mean and Standard Deviation Matrix
Variable Mean Std. 1 2 3 4 5
Dev.
1 4.222 1.221 1
2 4.1525 1.365 0.770 1
3 4.1675 0.924 0.682 0.635 1
4 4.3500 0.726 0.693 0.682 0.650 1
5 4.0125 1.292 0.600 0.582 0.525 0.579 1
6 3.5975 1.139 0.531 0.516 0.580 0.547 0.443
7 3.4450 1.183 0.372 0.343 0.479 0.289 0.468
8 4.4050 1.104 0.412 0.362 0.513 0.461 0.300
9 4.5125 0.9732 0.329 0.612 0.531 0.643 0.359
10 3.5700 0.9912 0.614 0.431 0.549 0.682 0.395
11 3.6525 0.9048 0.269 0.713 0.489 0.393 0.652
12 4.2500 1.1579 0.544 0.342 0.491 0.484 0.539
13 4.5050 0.9744 0.318 0.481 0.313 0.445 0.220
14 4.2700 0.8586 0.312 0.359 0.513 0.418 0.312
15 3.770 0.8432 0.118 0.318 0.385 0.316 0.285
16 3.8075 0.9717 0.406 0.529 0.383 0.681 0.499
17 3.6900 0.8320 0.201 0.313 0.351 0.483 0.418
18 4.3175 0.9142 0.414 0.538 0.425 0.329 0.418
19 3.9808 1.1290 0.313 0.412 0.495 0.346 0.341
20 3.8950 0.8751 0.520 0.548 0.493 0.346 0.314
21 3.8125 0.9612 0.341 0.268 0.296 0.453 0.369
Variable 6 7 8 9 10 11 12
1
2
3
4
5
6 1
7 0.387 1
8 0.401 0.514 1
9 0.385 0.746 0.567 1
10 0.342 0.519 0.435 0.541 1
11 0.339 0.578 0.526 0.436 0.543 1
12 0.662 0.577 0.465 0.531 0.489 0.479 1
13 0.218 0.580 0.205 0.242 0.458 0.316 0.398
14 0.489 0.329 268 0.487 0.242 0.298 0.485
15 0.429 0.205 0.308 0.119 0.313 0.392 0.635
16 0.531 0.436 0.413 0.381 0.421 0.463 0.348
17 0.203 0.255 0.238 0.187 0.212 0.395 0.190
18 0.220 0.305 0.266 0.214 0.107 0.435 0.330
19 0.208 0.478 0.455 0.427 0.376 0.275 0.464
20 0.404 0.455 0.427 0.390 275 0.337 0.322
21 0.388 0.501 0.510 0.423 0.337 0.463 0.345
Variable 13 14 15 16 17 18 19
1
2
3
4
5
6
7
8
9
10
11
12
13 1
14 0.705 1
15 0.439 0.425 1
16 0.373 0.354 0.463 1
17 0.350 0.299 0.217 0.218 1
18 0.309 0.264 0.185 2.98 0.365 1
19 0.322 0.482 0.390 0.279 0.387 0.452 1
20 0.464 0.376 0.455 0.482 0.504 0.476 0.479
21 0.382 0.376 0.455 0.318 0.486 0.498 0.513
Variable 20 21
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20 1
21 0.689 1
Table II
Factor Analysis Retail Store Atmospherics
Item Name Store Store Product
location & Ambience Quality
Customer & Design &
Services Features
1. Location of store 0.879
2. After sales services 0.857
3. Availability of parking 0.842
space
4. Rush inside store 0.821
5. Exterior window display 0.756
6. Payment through credit 0.662
card
7. Exterior signage 0.658
8. Availability of music 0.832
9. Store Interiors 0.787
10. Aroma inside store 0.777
11. Lighting inside store 0.768
12. Temperature inside store 0.675
13. Availabilty of brands 0.823
14. Quality of products 0.753
15. Variety suited to style 0.749
16. Sizes varied to Age 0.689
17. Products at reasonable 0.675
prices
18. Merchandise display in
racks and shelves
19. Price tags on products
20. Deparmentation of
products
21. Salesmen helping
attitude
Eigen Values 5.438 4.277 2.623
% of variance explained 25.894 20.365 12.493
Cumulative % Variance 25.894 46.259 58.752
Scale Reliability Cronbach's 0.884 0.857 0.763
Alpha
Item Name In Store Corrected Final
Customer Item to Communality
Convenience Total
Correlation
1. Location of store 0.5431 0.780
2. After sales services 0.6459 0.748
3. Availability of parking 0.5585 0.726
space
4. Rush inside store 0.6010 0.681
5. Exterior window display 0.6864 0.684
6. Payment through credit 0.6550 0.786
card
7. Exterior signage 0.5130 0.552
8. Availability of music 0.5330 0.847
9. Store Interiors 0.6514 0.650
10. Aroma inside store 0.6927 0.613
11. Lighting inside store 0.5889 0.590
12. Temperature inside store 0.5980 0.614
13. Availabilty of brands 0.5185 0.711
14. Quality of products 0.5678 0.653
15. Variety suited to style 0.6523 0.506
16. Sizes varied to Age 0.7654 0.579
17. Products at reasonable 0.5990 0.613
prices
18. Merchandise display in 0.856 0.6575 0.768
racks and shelves
19. Price tags on products 0.816 0.7532 0.732
20. Deparmentation of 0.734 0.5678 0.836
products
21. Salesmen helping 0.714 0.5789 0.758
attitude
Eigen Values 1.517
% of variance explained 7.226
Cumulative % Variance 65.978
Scale Reliability Cronbach's 0.870
Alpha
Kaiser-Meyer-Olkin Measure of Sampling Adequacy= 0.837, Bartlett's Test
of Sphericity (Chi-Square=4950.2 44, Df=2I0, Sig.=0.000) Mean=84.5l
(Source : Primary data)
Table III
Showing Multiple Regression Analysis Results of Influence of
Store Atmospherics on Retail Store Patronage
Stepwise Multiple Regression Model
Step Variable entered R [R.sup.2] Adj
[R.sup.2]
1. In store customer 0.429 0.184 0.182
convenience
2. Store ambience & design 0.590 0.348 0.345
3. Product quality and 0.660 0.436 0.436
features
Step Variable entered [R.sup.2] F-value Sig. Durbin
change Watson
1. In store customer 0.184 88.708 0.000 1.611
convenience
2. Store ambience & design 0.164 104.555 0.000
3. Product quality and 0.088 100.598 0.000
features
Table IV
Final Multiple Regression Equation
Variable B Beta t-value Sig.
Constant 24.319 180.204 0.000
In store customer convenience 1.526 0.429 11.295 0.000
Store ambience and design 1.439 0.405 10.650 0.000
Product quality and features 1.054 0.296 7.797 0.000
Variable Tolerance VIF Condition
value Index
Constant
In store customer convenience 0.970 1.031 7.525
Store ambience and design 0.974 1.027 8.976
Product quality and features 0.968 1.033 15.135
