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عمومی::
نشانه جوی
Research should take into consideration the utilitarian shop- ping value as a mediator of the effects of retail atmospheric cues on shoppers' response.
Finally, another possible area of enquiry is the congruence be- tween environmental elements of the urban environment and the store internal atmospheric cues (i.e.
This paper focuses on unravelling the impact of atmospherics on shopper purchase behaviour in emerging markets like Nigeria and attempts to isolate the atmospheric cue that is the most significant predictor of shopper purchase decisions.
The structure and size of the shops, lighting, colours, merchandising, air- conditioning, and music are examples of atmospheric cues utilised to communicate nonverbally to shoppers.
While vast financial resources are invested by the management of these malls in Nigeria, there is a need to drill further down to unearth the level of influence of these atmospheric cues on purchase behaviour, especially in the Nigerian retail space.
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