Cleanliness Of A Store Case Study

The fundamental assumption core to consumers’ decision-making is the rational perspective of consumer’s choices, where a selection is made after watchfully considering and evaluating the various alternatives available. However, consumers do not follow these requirements of rationality always. Decisions can be made without watchful consideration of the alternatives available, with unsatisfactory information regarding the product, or without prior intention of purchasing that product (7 and Kahneman, 1974;1981). This unplanned purchase that is unanticipated previous to the entry of the shopper into the store is impulse buying (Stern, 1962; Kollat and Wallet, 1969). It results due to rapid decision making and individual’s desire for abrupt ownership
Customers create positive or negative word of mouth about retail chain outlet by looking at the cleanliness (Banat & Wandebori, 2012). Cleanliness can improve store atmosphere (Gajanayake, Gajanayake & Surangi, 2011). Cleanliness of a store creates positive impression among consumers and makesthem stay longer in the store. Product display and Cleanliness are very important for the outlet selection (Wanninayake & Randiwela, 2007). Cleanliness of the outlets creates an image of comfort and luxury in thecustomer's mind due to which customers stay for more time in retail chain outlets and make more purchases (Yun& Good,
Product displayin the retail outlets is a stimulus to attract the consumers to make impulse buying (Abratt, Russell, Goodey, &Stephen, 1990). Design and display of products in the retail chain outlets contribute one fourth sales of theoutlets (Mills, Paul, & Moorman, 1995). The display can be defined as grouping of products, shelf Space, andallocation of floor space, department allocation and wall decorations. Layout is defined as division of sellingarea, space utilized and arrangement of products (Banat & Wandebori, 2012). Product display has a strongimpact on the consumers purchase intention and customer's perception about the product. Customer's movementin the stores is immensely influenced by the display of the products in the stores (Ward, Bitner, & Barnes,