Retail Store Impression and Shopper’s Behavior – A Study of Prozone Mall Aurangabad

Dr. Qazi Baseer Ahmed ,, Siddiqui Md. Mujeeb ,

Abstract


In this present era there are massive changes in the field of retail store impression and shopping behavior from traditional retail store to organized retail store. So several shopping center, departmental store, shopping malls and franchising are growing rapidly in our country as an organized business. Retail store image is a strategy focused on inducing agility and flexibility in retail trade and play a vital role to determine shopper’s behavior which is essential aspect of market environment. The foremost intention of this research article is to focus on various characteristics of retail store personality i.e. store design, store ambience visual merchandising, music, lighting color, signage and so forth. The study is restricted to “Prozone Mall” in Aurangabad. (M.S.)


Keywords


Store Image, Store ambience and shopper’s behavior

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References


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