The Effect of Stimulants of Store Atmosphere on Behaviors at the Point of Purchase (Case study: chain stores in the Kurdistan)

Hamid Reza Tajnesaei¹ Hiwa Faroughi² Omid Mahdieh³

1) marketing management (student in master degree) , sanandaj azad university, iran
2) Assistant Professor, industrial engineering (PHD) , kurdistan university, iran
3) Assistant Professor, organisational behavior management (PHD) , Zanjan university, iran

IOI Code : XYCF-ADKAZ
Publication : 2nd.International Congress on Management, Economy, Humanities and Business Development(icmba.ir)
Abstract :
    The aim of this research is to investigate the effect of store atmosphere stimulants on the behaviors at the point of purchase. The present study is descriptive, and cross-sectional. The research population was the buyers and staffs at chain stores (in the Kurdisatn, Iran) who were submitted 400 questionnaires for buyers and 86 questionnaires for store staffs . In order to analyze the data and testing the hypotheses, IBM SPSS 22 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 : store atmosphere stimulants buyer behavior staff behavior affective cognitive indicators staff characteristics