A study of in-store atmospherics impact on young consumers in fashion houses

Sammanfattning: Abstract Title: A study of in-store atmospherics impact on young consumers in fashion houses Date of the Seminar: June 4th 2008 Course: BUSM08. Master thesis in International Marketing & Brand Management Authors: Md. Abu Baker Siddique Masum Milan Filipovic Supervisor: Ulf Elg Keywords: In-store atmosphere, young generation, fashion houses. Thesis purpose: This thesis will find out the influences of the in-store environment in the fashion houses and it will be applicable for this sector. This research will provide information to develop a better in-store environment in fashion houses to attract more young people. Methodology: This thesis employs a qualitative strategy with a inductive approach and data has been collected from observations and interviews. Theoretical perspective: Two theoretical areas have been combined in this research paper. One is impact of environmental stimulus from MR model and another one is atmospherics concepts, which have constructed the theoretical framework. Empirical data: The empirical data have collected through observing and interviewing the young generation at different fashion houses in Lund and Helsingborg. Conclusion: The result indicates that atmospherics have a great impact on the buying behaviour of the young generation in fashion sector. Theoretically, this study has contributed to the existing theory by showing the atmospherics impact on the buying behaviour. More specifically, the retailers of this sector have to take consideration about some factors for example: store design, arranging the product to develop an attractive in-store environment.