| dc.description.abstract | This study examines the factors that influence consumers' purchasing decisions in relation to the impact of the in-store environment and promotional efforts. The study develops on four main research areas and their sub-sections. The main objective of the study is to identify and measure the factors that influence consumer purchasing decisions. An inductive approach will be considered for this research and the researcher will conduct this study as a qualitative approach, using semi-structured interviews as a data collection technique. The study will focus on the in-store environment, which can be divided into three groups, and on advertising efforts. Following the interview process, the analysis of the data will be conducted using a sound theoretical approach. This study should be considered as a first overview of consumer behaviour and as a guide to explain the impact of atmosphere and advertising efforts on consumer choice. It also describes how retailers and marketers can make positive use of the in-store environment, which can lead to spending more time and money, increasing satisfaction levels, improving the consumer shopping experience, attracting consumers and making them willing to come back. | |