WOMEN’S BOUTIQUE DESIGN AND ITS IMPACT ON PURCHASING DECISION

A boutique is a retail business which sells fashionable clothes and accessories or a special selection of other merchandise. Usually, boutiques' customers have a significant discretionary income boutique that prefers a pleasant interior environment accompanied with a variety of a high-quality products[1]. Therefore, the interior designer's role is to design a physical attractive store that affects consumers' perception and experience and provides specific emotional effects which affect the profitability of retailers. This physical store environment includes many elements, like ambient elements (nontangible) and design elements (tangible).The ambient elements like music, lighting, temperature, ambient scent, while design elements like: store layout, displays, colors, materials; and exterior like a display window[8,9, 10, 11]. These elements create store identity and influence consumers' decision to frequently purchase from a particular store [8, 12]. A study on the effect of interior store environment on store employee reveals that employee feel more productive and cooperative with the customer [6]. Similarly, there is good synergy between store design and the products at the design reflect the stylistic identity of the products, also, store image has a role to build brand equity and a strategy of influencing promotion of the product.