Examining consumers' consumption preferences within the context of store atmosphere: A study on the clothing industry

Consumption habits are significant indicators that reflect individuals' lifestyles, economic tendencies, and even their social connections. In today's modern world, rapidly changing consumer expectations and preferences make it necessary to conduct detailed investigations, especially in dynamic sectors such as apparel. Sensory factors such as store design, lighting, music selection, and scent can directly influence consumers' purchasing decisions. This study aims to understand the impact of store atmospherics on consumer preferences and to provide a strategic roadmap for businesses operating in the apparel sector. In this study, the relationship between consumers' perceptions of store atmosphere and their purchasing decisions was examined in depth. Considering the unique dynamics of the clothing sector, the analysis aimed both to contribute to the academic literature and to guide businesses in developing effective marketing strategies.The findings revealed that window display, product placement, and product variety significantly influenced shopping frequency. In contrast, cleanliness, music, and scent did not directly determine shopping frequency. However, cleanliness showed a significant impact on overall satisfaction, highlighting its role in strengthening customer loyalty. Noise around the store did not affect consumers' reasons for choosing the store, their post-shopping emotions, or their immediate happiness.Regarding sensory elements inside the store, music was found to have a significant effect on overall satisfaction, though no meaningful difference was observed in terms of tension. Scent, on the other hand, did not show a significant impact on overall satisfaction, instant happiness, or tension. This indicates that while music enriches the shopping experience, scent serves more as a complementary rather than a decisive factor.In terms of demographic variables, economic status, age, and occupation did not independently determine consumer behavior but, when combined with satisfaction and shopping frequency, produced meaningful differences. In particular, occupational groups showed notable variations in boutique shopping tendencies and satisfaction levels. From a brand loyalty perspective, creativity and window display played a strong role in shaping consumer trust and preference. Cleanliness and special attention also supported the customer experience, with special attention significantly increasing trust in the boutique. In store selection, window display, product placement, and scent emerged as the most decisive factors, while signage, cleanliness, and music did not show significant effects. In conclusion, store atmosphere elements (lighting, music, scent, window display, product placement, etc.) shape consumers' in-store experience and time spent in the store. Atmosphere is not merely an aesthetic choice but a strategic tool influencing purchasing behavior. Moreover, the results showed that product quality remains the most decisive factor in purchase decisions, yet a strong store atmosphere enhances consumers' perception of quality. Keywords: Store atmosphere, consumption, clothing industry