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A COMPARATIVE STUDY OF CUSTOMER PERCEPTIONS OF STORE ATMOSPHERICS OF SPENCER’S VS RELIANCE FRESH

Vijay.R.Kulkarni

2012encustomer perceptionretailstore atmosphericscomparative study

Abstract

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This study is a comparative analysis of customer perceptions of stores atmospherics of Spencer’s and Reliance Fresh, conducted in Pune city between May 1, 2012, and June 16, 2012. The objective was to delve into how varying atmospherics impact customer perceptions of these competing retail stores. Utilizing an exploratory research design, the study employed a convenience sampling method, gathering data through surveys conducted with a structured questionnaire. A total of 172 respondents participated, providing insights that were analyzed using SPSS 17 and various statistical tools including Cronbach’s Alpha for Scale Reliability, Kaiser-Meyer-Olkin Measure of Sampling Adequacy, and ANOVA. The findings indicated that among the thirteen variables assessed, customer perceptions were notably unfavorable in four areas: the appeal of the stores from the outside, the spaciousness of aisles, the illumination levels within the stores, and the hygiene of washrooms/restrooms. This highlights the aspects of store atmosphere that require attention for improving customer satisfaction and competitive standing within the retail market.

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Cite This Work

@article{57bdd0f9-e884-4b8b-9b49-69b9fd94516f,
  title={A COMPARATIVE STUDY OF CUSTOMER PERCEPTIONS OF STORE ATMOSPHERICS OF SPENCER’S VS RELIANCE FRESH},
  author={Vijay.R.Kulkarni},
  year={2012},
  language={en}
}
TY  - JOUR
TI  - A COMPARATIVE STUDY OF CUSTOMER PERCEPTIONS OF STORE ATMOSPHERICS OF SPENCER’S VS RELIANCE FRESH
AU  - Vijay.R.Kulkarni
PY  - 2012
LA  - en
ER  -

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