EFFECT OF STORE ATMOSPHERE ON CUSTOMER PURCHASE INTENTIONS AMONG RETAIL STORES IN ENUGU STATE, NIGERIA

Abstract

Store atmosphere has become a key competitive tool for retail stores seeking to influence consumer behavior. This study examined the effect of store atmosphere on customer purchase intentions among retail stores in Enugu State, Nigeria. The study was anchored on the Stimulus-Organism-Response [S-O-R] Model, and investigated five dimensions of store atmosphere: ambient factors, design factors, social factors, merchandise factors, and service factors. A cross sectional survey research design was adopted. Data were collected from 400 customers of Shoprite, SPAR, and major open markets in Enugu Metropolis using a structured questionnaire. The collected data were analyzed using SPSS Version 28 while descriptive statistics, reliability test, correlation, and multiple regression analysis were used. Findings revealed that ambient factors (β =.221, p <.001), design factors (β =.268, p <.001), social factors (β =.194, p <.001), merchandise factors (β =., p <.001), and service factors (β =.245, p <.001) all had significant positive effects on customer purchase intention. The model explained 67% of variance in purchase intention, F(5, 74) = 154.82, p <.001. The study concludes that a well-managed store atmosphere significantly improves customers’ intention to buy in Enugu retail stores. It recommends that retailers invest in lighting, music, layout, staff training, and product display to enhance shopping experience.