effect of Emotional of Store Atmosphere on buying behavior at the point of purchase (Case study of chain stores Refah in the city of sanandaj)

Hamid Reza Tajnesaei¹ Hiwa Faroughi² Omid Mahdieh³

1) Iran Islamic Azad University , Sanandaj Branch
2) Iran Department of Management, Kurdistan University , Sanandaj
3) Iran Department of Management, Zanjan University , Zanjan

IOI Code : XYBZ-ZGHAZ
Publication : International Conference On modern Researchs in Management, Economics and Accounting(1meaconf.com)
Abstract :
    The aim of this research is to investigate the effect of store atmosphere stimulants on the buyer behavior at the point of purchase and The adjustment variable role of Demographic. The present study is descriptive, and cross-sectional. The research population was the buyers at Refah chain store (in the city of Sanandaj, Iran) who were submitted 400 questionnaires. In order to analyze the data and testing the hypotheses, IBM SPSS 20 and LISREL software were employed. The results support all the hypotheses defined, consequently confirming the effect of store atmosphere stimulants on the point-of-purchase behaviors.

Keywords : stimulants of store atmosphere buyer behavior demographic affective cognitive indicators sensory marketing