What are "store atmospherics," "retail salespeople," and "purchase intention?"

Expert Answers
ophelious eNotes educator| Certified Educator

Well, I'll be honest with you...I see essentially three questions in what you are asking but I only understand two, so that's what I will focus on.  Perhaps if you rephrased the third it would be easier to help you with.

First, "store atmospherics" relates to the physical design of a retail store.   It has to do with attracting customers into the store and keeping them there (thus increasing the likelihood of a purchase.)  For example, have you ever been in a little shop and they have the most inappropriate music playing?  Or been to a used book store that has nowhere to sit while browsing books?  These are examples of atmospherics.  You try to design your store to be appealing to the type of customers you are trying to attract while complementing the products you are selling.

Secondly, "purchase intention."  This relates to how likely a person is to buy a particular product based on a complex set of relationships the buyer has to the item.  For example, when we look at a new product we are thinking about whether we need it or not, how the product will make us look/feel, and our perceptions about the company that makes the item.  Purchase intention can be built up through advertising, packaging, and using appropriate distribution channels (think of the "as seen on TV" products...some people love them, and some people would be embarrassed to own them.)  \

Lastly, I am just not sure what you mean when you say "retail salesperson."  Simply defined, these are the individuals who work in the store and assist us in making our purchases.  Their knowledge, attitude, appearance, and accessability go a long way toward creating an atmosphere that makes people want to shop at a particular store.

Hope these helped!

krishna-agrawala | Student

Store Atmospheric, or simply store atmosphere, refers to the totality of the physical environment to which customers are exposed in a retail outlet. It includes various things like size of the store, its layout, furniture and furnishing, colour scheme, temperature, background music, odour. It includes the design and nature of facilities that the customer is exposed to during the core shopping experience such as display and accessibility of goods, and check out counters. In addition it also covers supporting facilities such as parking and rest rooms.

Retail Salespeople refer to the people of a company present in a retail outlet, that the customer directly interacts with curing the process of shopping in the outlet. This will definitely include the sales persons actively involved in selling. In addition, it will also include a other person interacting with customers in a variety of ways such as providing information or assistance about the products on sale and their technical features, check out, packaging, and security.

Purchase intention is an intermediate step in the purchase decision process of a customers. This process starts with evaluation of alternatives available for purchase in terms of different brands of the product and other purchase conditions such as price, quantity, timing, and payment methods. Once the evaluation is over, the customer may firm of in his mind the decisions in respect of these variables. This refers to the purchase intention. The purchase intention is converted to purchase decision when the customer actually commits to making the purchase. Please not that in some cases the evaluation of alternatives may be followed by decision to not to purchase or to defer the purchase. In such case there is no purchase intention at all.