The influence of store atmospherics on women purchase behavior in Mydin hypermarket

Ujan, Jracy Jampo and Chu , Wei Ching and Muhammad, Fatin Nasuha and Awang Ahmad, Siti Nur Hafizah (2015) The influence of store atmospherics on women purchase behavior in Mydin hypermarket. [Undergraduate Final Year Project Report] (Submitted)

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The study aims to investigate the influence of the store atmospherics on women purchase behaviour. From the past researcher found there are significant relationship between the element of store atmospherics and the women purchase pattern. the purpose of this research is to identify the influence of all the elements of store atmospherics giving stimuli on the women purchase behaviour. There are four independent variables discussed on this research such as exterior store, interior store, store layout and visual merchandising. For the quantitative research, a survey of 220 respondents was conducted in the Mydin Kubang Kerian. Based on the data collected from the questionnaire survey SPSS analyses, reliability, correlation and regression analysis were used to test the hypotheses postulated and research question. It is discovered that exterior store, interior store, visual merchandising and store layout significantly affect women purchase behaviour as the dependent variable. By having a better understanding, the impact of the store atmospherics towards women purchases behaviour indirectly will give great contribution to party concerned

Item Type: Undergraduate Final Year Project Report
Faculty: Faculty of Entrepreneurship and Business
Depositing User: En Khairul Azman Che Ibrahim
Date Deposited: 24 Aug 2016 02:10
Last Modified: 24 Aug 2016 02:10
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