Students ’Purchase Intention for Apparels An Empirical Study on Atmospherics of Selected Organized Retail Outlet of Bilaspur City

Retail landscape in Indian subcontinent had witnessed a radical transformation in the past decade. Previously the retail scene was dominated by the traditional retailers which owned the mom and pop stores as local shops. With the advent of globalization and liberalization of the economic policies, today Indian market set up is a choice for the foreign contenders to invest in. This, in the pipeline had fuelled up the arrival of organized retail outlets in variety of segment be it apparels, Fast Moving Consumer Goods, and personal care segments.

Retail outlets position themselves by a strong store image. Store image has emerged as a new dimension in organized retailing. It is with the store image; the retailers lure and influence the purchase intentions of the customers visiting these retail outlets. Store image is blend of tangible and intangible attributes. One of the facets of store image is the store atmosphere and this includes the Color and décor of the interiors of the outlet, music played inside the outlet, crowding (social factor), and lighting within the outlet, design, layout, signage, olfactory factor, and tactile factor.