ABSTRACT

This paper is intended to investigate the extent of relationship between consumer purchase intention and attribute of retail outlet like ambience, product assortment, and store atmosphere.

This study has been conducted in Delhi and its nearby region between December and March 2015. Convenience sampling is used to collect data at various mall intercepts. A total of 250 structured questionnaires were used, out of which 25 questionnaire were not completely filled and hence not included in study. The study reveals a very strong association between different stores attributes and purchase intentions. The study would definitely help the practitioners to adopt the strategies that would retain existing customers and attract new customers.

Key words: Purchase Intention, Store Attributes, Product Assortment, Store Atmosphere