An Exploratory Study of Exit Behavior and the Appearance of Retail Stores
Although retailers remodel their facilities frequently, little is known about which aspects of retail interiors are observed by customers and which of those aspects affect their purchase or exit behavior. Using a triangulated approach, this study examined aspects of the appearance of retail stores and exit behavior. Subjects who reported having left a store without buying anything because of the appearance of the store were asked to describe the store. Findings indicated that subjects who come from suburban areas are significantly more likely to leave a store without buying anything because of the appearance of the store than are those from rural areas. Differences were found for academic major of the subjects but not for sex or ethnicity. Those who reported the lowest satisfaction with their shopping experience were the least likely to have returned to the store. Results of this study could be used by retail store owners to make decisions about whether to remodel their facilities, and to plan how best to utilize limited remodeling funds.
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