The effect of store layout and ambiance on customer buying decisions: A study of retail chains in Niger State
- Project Research
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Background of the study
Store layout and ambiance play a critical role in shaping consumer perceptions and influencing purchasing decisions in retail environments (Suleiman & Zakari, 2023). The arrangement of products, store design, lighting, colors, and overall atmosphere can significantly impact how consumers experience a store and make buying decisions (Abdullahi & Adebayo, 2025). In Niger State, retail chains utilize a variety of layout styles and ambiance designs to attract and retain customers, but the effectiveness of these strategies in influencing customer buying behavior has not been thoroughly researched.
The physical design of a store can guide consumer movement, create a sense of ease or discomfort, and even influence their emotional state, all of which contribute to purchasing behavior (Adewale & Eze, 2023). Similarly, the ambiance, which includes factors such as lighting, music, and scents, can enhance the shopping experience and encourage customers to spend more time and money in-store (Aderibigbe et al., 2024). This study will explore the effect of store layout and ambiance on customer buying decisions within retail chains in Niger State, aiming to provide insights into how these factors can be optimized for greater retail success.
Statement of the problem
Retail chains in Niger State face intense competition and must continually assess how store layout and ambiance influence customer buying behavior. While there is general awareness that these factors affect consumer decisions, little empirical research exists that specifically examines the impact of store layout and ambiance on purchasing behavior in the region. Retailers may be missing opportunities to optimize their store environments to increase sales and enhance customer satisfaction. This study aims to investigate how store layout and ambiance affect customer buying decisions in Niger State.
Objectives of the study
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To analyze the effect of store layout on customer buying decisions in retail chains in Niger State.
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To evaluate the impact of store ambiance on consumer shopping behavior in Niger State’s retail chains.
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To provide recommendations for retail chains on how to optimize store layout and ambiance to increase sales.
Research questions
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How does store layout influence customer buying decisions in retail chains in Niger State?
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What impact does store ambiance have on customer shopping behavior in retail chains in Niger State?
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How can retail chains optimize store layout and ambiance to increase consumer spending in Niger State?
Research hypotheses
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Store layout significantly influences customer buying decisions in retail chains in Niger State.
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Store ambiance, including lighting, music, and scents, has a significant impact on customer shopping behavior in retail chains in Niger State.
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Optimizing store layout and ambiance will result in increased customer spending and improved sales performance in retail chains in Niger State.
Scope and limitations of the study
This study will focus on retail chains in Niger State, specifically examining how store layout and ambiance affect customer buying decisions. Limitations include the subjectivity of consumer preferences and the challenge of controlling for external factors that may also influence buying behavior, such as pricing and product variety.
Definitions of terms
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Store Layout: The arrangement and organization of products, aisles, and displays within a retail store designed to influence customer movement and purchasing decisions.
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Store Ambiance: The physical environment of a store, including lighting, music, scent, and overall atmosphere, designed to create a pleasant shopping experience.
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Customer Buying Decisions: The process by which consumers select, purchase, and consume products or services based on various factors, including store environment, product quality, and pricing.
