Determination of importance of store atmosphere and demographic variables of fast fashion consumers according to post-modern marketing

The recent changes have also affected the marketing area, the role of service quality have increased especially with the rise of postmodern marketing. At this stage, as a function of service quality, store atmosphere and effects has played a most significant role. In this research, a new set of variables that create the store atmosphere have been reset and a new scale called 'Avrasya Store Atmosphere Scale' have been created. Cronbach-Alpha, total internal reliability coefficient of the scale was calculated as 0.962 The Kaiser-Meyer-Olkin (KMO) value has been found as 0,95. The study, conducted on 1011 surveys stated in store atmosphere 'inner store placement and display' is the most significant factor among others. Beyond, it is been stated that, education level is the factor that determines the store atmosphere choices. Keywords: Fast Fashion, Store Atmosphere, Retail Store Atmosphere, Store Atmosphere Scale, Avrasya Store Atmosphere Scale