Store atmosphere consumer buying behavior of shopping effect: Both Turkey and Georgia in the stores sector research

With the change in the marketing world in recent years, the definition of marketing activities in the retail field has expandedIn the clothing sector, the atmospheric features of the stores and stores that consumers receive service from and can identify, experience brands, greatly affect their purchasing behavior. The rapid development of ready-to-wear retailing in recent years has led to an increase in the importance people attach to the store atmosphere. In this study, it is aimed to determine the effects of store atmosphere factors on purchasing behavior by considering the clothing sector. In this study, it is aimed to examine the atmosphere patterns of the stores in the clothing sector operating in Turkey and Georgia and to compare the effects of store atmospheres on purchasing behavior. Also, determining customers' shopping habits is among the objectives of our study.