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The Influence of In-Store Ambience on Consumer Purchasing Behaviour: A Namibian Retail Apparel Store Case Study
Abstract
This study assesses in-store ambience or atmospherics of a selected apparel retail store to determine its possible influence on consumer behaviour at the selected store. Forty-five (45) walk-in customers were conveniently selected to participate in the quantitative, cross sectional study. The study concluded that there is a significant positive relationship between in-store ambience and consumer purchasing behaviour at the selected retail store. The study provides recommendations for both theory and practice
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