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“CONGRUENCE BETWEEN ATMOSPHERIC CUES AND STORE IMAGE
IN FASHION RETAILING”Zeynep Ertekin(*), MBA (PhD. Student)
Nilgun Gurkaynak, Asst. Prof. Dr.
IZMIR UNIVERSITY OF ECONOMICS
Sakarya Cad. No:156 35330 Balcova-Izmir TURKEY
Tel: +90 232 488 85 82
+90 532 231 33 90
[email protected] [email protected]
(*) corresponding author CONGRUENCE BETWEEN ATMOSPHERIC CUES AND STORE IMAGE
IN FASHION RETAILING
Abstract
This project analyzes the possible congruence between retail atmospheric cues and store
image in fashion retailing in Turkey. Atmospherics, which is defined by Kotler (1973) as
“conscious designing of space and its various dimensions to evoke certain effects in buyers”,
has become an important concept in retailing. In today’s competitive environment, retailers
can differentiate themselves from their competitors by making use of atmospheric cues. Main
aim of this study is to increase understanding of atmospherics and also to preliminarily
investigate the possible link between retail environment and store image in fashion retailers in
Turkey. It also assesses the possibility of using store atmospherics as a basis of classification
in fashion retailing. The data is collected via direct observations of 17 fashion retailers and
through interviews with store managers and 58 customers. The sample stores are categorized
based on type of merchandise and pricing policy. Both visual and non-visual cues used in
these store environments are explored. The results of the study indicate that music is the most
predominant atmospheric element used in fashion retailers in Turkey. The study also shows
that lighting and scent are not necessarily consistent with the store image as bright lighting
and inoffensive, natural scents are preferred in most of the stores, irrespective of the store
category and concept. It also illustrates that neutral colors are used in the interior design of
majority of the stores. Moreover the project…