Status : Verified
| Personal Name | Bunag, Marie Antonette G. |
|---|---|
| Resource Title | Application of atmospherics in the interior design of selected retail stores |
| Date Issued | 25 June 2025 |
| Abstract | Atmospherics plays a vital role in shaping customer behavior and enhancing in-store experiences through the use of sensory and design elements. Grounded in Kotler’s (1973) theory, this study examined how ambient and design strategies influence shopper perceptions in selected local and international women’s apparel stores in a major mall in Metro Manila. The study aimed to: (1) identify atmospheric and design elements present in these retail environments; (2) assess how participants perceived and rated these elements; and (3) analyze the factors that influenced these perceptions. A mixed-methods approach was employed through a multiple case study design. Data were collected from six flagship stores—three local and three foreign—via researcher-led observations and online surveys completed by 13 purposively selected female participants who were frequent shoppers. Findings revealed that both local and foreign stores implemented atmospheric strategies such as lighting, scent, temperature control, layout, signage, and thematic displays. However, local stores demonstrated stronger use of culturally resonant elements like home-style props, warm lighting, and seating areas. While both store types were rated similarly across most design factors, participants responded more favorably to visual elements such as theme, maintenance, lighting, and color. Less favorable ratings were given to elements like ceiling and floor design, scent, and seating—particularly in foreign stores where these were minimal or absent. The study concludes that local retailers are capable of matching global standards in atmospheric design, especially when cultural familiarity and customer comfort are prioritized. These findings emphasize the importance of aligning retail design with sensory cues and cultural context to create motionally engaging and memorable shopping experiences. Future research may explore broader demographics or other retail categories to deepen understanding of atmospheric |
| Degree Course | Master of Interior Design |
| Language | English |
| Keyword | Store decoration—Philippines—Metro Manila; Consumer behavior—Philippines; Interior decoration—Stores—Philippines; Atmospherics; Stores, Retail |
| Material Type | Thesis/Dissertation |
Preliminary Pages
579.14 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access