INFLUENCE OF RETAIL ATMOSPHERICS AND PLANOGRAM ON CUSTOMER PERCEPTION IN RETAIL STORES, TRICHY

Abstract

Efficacious layout and product placement is the primary promotion things for a retail store. A retail store requires all-inclusive marketing planning, from decisive the products being sold to how the in-store advertising tools will be displayed. Primary part of that planning is developing effective retail layout strategies. Every retail store needs to address vital strategy concepts, continuously analyze the customer response to any strategies used, and make changes that improve sales. The product placement is additional task, which is important in retail store for the effective results in sales. A customer probably wants to spend as little money as possible. The retail store wants the customer to spend as much money as possible. So the internal environment is an essential formula for raising the sales of a retail store. This paper may helps to how to build a retail store as with well-planned outlet. For this study, a structured questionnaire is framed and it is distributed around the sample size of 170 respondents who uses retail store’s layout and its facilities. This paper analyzed about independency between the variables and provides successful layout and planogram.