Abstract

The purpose of this paper is to present a comparative analysis on retail atmospherics - a case study of few selected branded retailers in India. Here the researcher has applied descriptive research design by constructing the structured questionnaire and subjected the questionnaire to 15 branded retail outlets at India, by visiting the outlets and interviewing the store manager for data collection. The collected data has been analysed using simple tools such as averages, percentages and measurement scales and SPSS software were used to arrive at desired results. After the analysis it is found that due to the increase in disposable income of consumers, higher living standards and lifestyles, increase in double income families and dynamic change in likes and preferences of Indian consumers it has created a huge demand in the market for organised branded outlets and people are showing positive response towards their shopping experience but there is a huge scope of improvement in terms of retail atmospherics in near future. Also the originality/value was In today’s world retail industry is booming to a greater extent there is a tough competition among competitors in the market and due to change in customers lifestyles, preferences, needs and wants retailers are finding it really challenging to attract customers hence they majorly look for ambient improvement which will help customers better shopping experience and made a analysis about how retail atmospherics may work or why it is important and how atmospherics can be implemented and what are its impact. Limitation of the study is that the study is restricted to 15 retail outlet in India.

Keywords: India, Retail outlets, Retail Atmospherics.