The role of department store atmosphere on consumer purchasing decision process

Atmospherics is a highly relevant marketing tool for retailers. Every store gives a different shopping experience. Especially, creating an atmosphere in department stores, has a great importance. Because, department stores are single or multi storey stores in where mostly non-food products are sold and which has a broad product range.Studies which began with Kotler (1973) who examined effects of store atmosphere on consumer behavior, has increased in last ten years. This study?s purpose is to find department store atmosphere elements are how effective on consumer purchasing decision. In first chapter, retailing and department stores; in second chapter, store atmosphere and its variables; in third chapter, a research that focuses on the effect of department store atmosphere on consumer purchasing decision has been told.Key Words1.Store Atmosphere2.Department Stores3.Retailing4.Store Atmosphere Variables5.Color6.Music7.Scent8.Lighting