Exterior Atmospherics and There Impact on Consumer Purchasing Behavior at Self- Serving Convenience Stores

The aim of this study was to investigate the impact of exterior store atmosphere on consumer purchasing behavior at self-serving convenience stores, in Ampara District, Sri Lanka. Today, retail industry became highly competitive with the increasing number of convenience and other types of retail stores in the area. Hence, the retailers need to be more customer focused and have to differentiate from their competitors by making their exterior atmosphere more attractive to consumers and to encourage increase their footsteps into the store and stimulate their purchase intention. A survey research was employed to collect primary information from 292 customers from convenience stores in Ampara District. Exterior atmospheric factors such as store appearance, landscaping and window display were used to identify the impact of exterior atmosphere on consumer purchasing behavior. Significant exterior atmospheric factors that influence consumer purchasing behavior included all the three independent variables used in this study.