An analysis of in store environment ambience factor influence on consumer behaviour
Ndeh, Patience A.
Njuguna, Reuben K.
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Despite studies that exist on in store environment affecting consumer behaviour, there are still contradictory findings on propositions presented. In view of the contradictory findings, this study depicts the consumer behaviour in East Africa, Kenya and prevailing aspects in supermarkets. This study proposes an integrative conceptual model on how ambience characteristics could ensure positive consumer behaviour among retail customers. The study recommends that supermarket in Kenya should endeavour to initiate programs that will emphasize on scent as opposed to music and lighting as the latter do not affect consumer behaviour while scent does.