Physical Environment And Consumer Buying Behaviours

CRAWFORD JOURNAL OF BUSINESS & SOCIAL SCIENCES (CJBASS) VOL. XI NO.1, March 2021: ISSN 2141-9094; website: www.cjbasscru.org

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Physical Environment And Consumer Buying Behaviours: Evidence From Apparel

Retailing Outlets In Ilorin Metropolis

By

OLODO, Hameedat Bukola1; AREMU, Moriam Adeyemi2 & OLODO, Mariam Ikeola3

1& 2Department of Business Administration,

Faculty of Management Sciences,

Al Hikmah University, Ilorin, Nigeria

E-mails: [email protected];

[email protected];

[email protected]

3 C/O Department of Marketing,

Faculty of Management Sciences,

University of Ilorin, Ilorin, Nigeria

Abstract

The study examined the relationship between the physical attributes of outlets with an emphasis

on the tangible elements in the external shopping environment and consumer’s buying

behaviours in apparel retail outlets of the Ilorin metropolis. The study was anchored on two

theories, behavioural and learning theory. The study adopted a survey research design. The

population of the study was the entire customers of both PEP and Mamtess Stores in Ilorin,

Nigeria. A probability sampling technique was employed to distribute a total of three forty-

eight (348) copies of the questionnaire to the respondents based on the researcher’s

convenience. The data collected and analysed using simple percentage and frequency

distribution tables and through the application of a statistical package for social sciences

(SPSS). The correlation analysis was used to analyse the hypothesis. Findings of the study

revealed that there is a significant relationship between physical attributes of outlets and

consumer’s perception towards buying behaviour in apparel retail outlets assortments (R2

values of 0.865, 0.561, 0.267, 0.360, and 0.272 with P<0.05). The study concluded that all

the variables of physical attributes such as product assortment, store location packing

facilities, orchestrate layout and atmospherics should be given more attention. The management

in retail outlets should make their environment more attractive and accessible to customers.

Also, they should provide the outlets with some product assortment, store location packing

facilities, orchestrate layout and atmospherics.

Keywords: Consumer Perception, Consumer Buying Behaviour, Apparel Retail Outlets, .

1. Introduction

Customers are the most essential component for companies in today's digital world,

undoubtedly. With several competitors offering the same goods and services, the economy is

improving and competition becomes unavoidable. The marketers aim to consider the needs of

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different customers and, following the numerous habits that warrant a detailed analysis of their

internal and external environment, devise their marketing strategies (Khan, 2007). Any

marketer today needs to realize the importance of interpretation, as the decision to buy a

product is highly affected by the way the consumer recognizes the nature of a product. After

the company understands how customers decide, it will also help develop its marketing strategy

(Thomson, Laing & McKee, 2017). The success of the brand, therefore, poses a great challenge

to customer acquisition and the diverse nature of the marketing situation.

In the meanwhile, Tomasz and Kendal (2018) confirmed that a thriving town or city centre is

a dynamic area with a diverse range of services and commodities. As a result of growing rivalry

from one retail outlet to the next, attracting customers to key avenues has become difficult

(Maleki, 2020). As a result, public-private infrastructure development to revive intra-urban

retail districts have been launched (Jeewska-Zychowicz & Jeznach, 2015). Nonetheless,

because the physical environment tends to encourage patronage (Maleki, 2020).

Consequently, in recent years, the retailing industry in Ilorin has expanded dramatically.

Nowadays, the majority of city residents choose to buy at retail establishments, particularly

supermarkets. Many people have begun to migrate from open shops to stores since these sorts

of retail outlets provide accessibility, comfort, and cheap pricing for every day buying (Tang

& Chan, 2017). Retailers are always exploring new retail tactics and employing various

marketing techniques in response to changing consumer buying behaviour in place to

maintain that customers return to the business time and time again. In this regard, it is important

to emphasize the role of store characteristics that directly influences consumers buying

behaviour.

In addition, the retail fashion business is regulated by the rules for a specific clothing

combination. Today, the fashion and clothes retail industry is not new. Instead, they come with

a long tradition of service to fashion and fashion customers. The expectations and beliefs of a

customer are thereby affected by many variables in consumer shopping behaviour. The

difficulty for advertisers is to realize how these influences are felt and how their purchasing

choices impact these individuals.

Understanding the viewpoint of consumers on such goods is one of the main factors for

achieving organizations' goals, particularly how consumers perceive them differently from one

client to another (Yan & Alex, 2020). Given the impact of customer understanding on

purchasing behaviour, there are a variety of challenges facing customers to meet their desires,

including challenges such as arranging individuals less carefully, how they can generate

multiple impressions of the same stimuli. As a result, there have been widespread studies on

the interior or immediate exterior of stores, whereas fewer studies focus on the external

shopping environment (Sadhasivam & Nithya Priya, 2015). Given the above, the key purpose

of this study is to explore the relationship between the physical characteristics of retail outlets

and customer understanding of purchasing behaviour. As a result, the study seeks to achieve

the following specific objective:


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a) To examine the relationship between physical attributes of outlets and consumer’s

perception towards buying behaviours in apparel retail outlets

2. Literature Review

2.1: Conceptual Clarifications

2.1.1: The Physical Environment Settings

Customers make purchasing decisions based on a variety of retail and non-retail factors. It is

commonly acknowledged that the physical environment has an impact on customer perceptions

and behaviour (Anna-Maija & Katri, 2018; Furaiji, Latuszynska & Wawrzyniak, 2012).

Consumers are influenced by a mix of environmental factors, according to reports, and the

physical environment may be more influential in purchasing decisions than the actual goods

(Hashim, 2014). Therefore, the many aspects of a multifaceted store atmosphere may elicit

confusing responses. It's also worth noting that the retail environment can have opposing

effects on customers, causing them to want to remain or flee (Goodrich & Mooij, 2013).

Retailers may be interested in both, and both can be affected by external factors (Mitall, 2008).

The inside store environment and the outdoor retail environment are thus included in the

physical store atmosphere. The majority of internal factors are under the control of merchants,

but exterior components are typically out of their hands (Muhammed, Muhammed, Hafiz,

Unzila & Ayesha, 2014). These areas are usually clearly separated by the boundaries of the

structures. Conversely, the retail-oriented outside area, which includes avenues, sidewalks, and

monuments, makes up the exterior store environment. There is also a hazily defined transitional

zone (e.g., entrance and pedestrian balconies) where the shift from inside to outside a store

occurs (Ravindran, Ram & Kmar, 2019).

There have been a lot of research on the inside or near outside of businesses, but there have

been limited studies on the outside shopping environment (Sadhasivam & Nithya Priya, 2015).

Both physical and intangible service components are present in both retail settings (Sameera,

2015). The tangible assets are connected to the people in the environment, whereas the

intangibles are related to the hardware of the retail area. To describe the impact of the physical

environment on customers' perceptions and behaviour, several characteristics of environmental

factors have been created (Sadhasivam & Nithya Priya, 2015; Kacen & Lee, 2002). The next

sections discuss several well-known categories of interior components, as well as

contemporary strategies for applying the categories to the exterior retail environment.

2.1.2: Consumer Buying Behaviour

An individual who buys goods and services for personal use, that is for consumption and not

resale can be described as a customer. According to Micheal, Margaret, Gary & Soren (2016),

customers are usually seen as individuals who define a needs or wants, buy and then use the

commodity in three phases for procurement, procurement and post-accommodation for use.


47

Consequently, the customer is a recipient of a product or service. However, consumer

behaviour is the study of how people pick, purchase and use ideas, goods and services, as they

desire, for individual consumers, communities or organisations (Kotler & Gary, 2013; Kotler,

2003). Studies by Kotler (2003 ) shows that customer behaviour can boost marketing strategies

in the business. It implies that all customer behaviour be referred to as consumer behaviour.

Consumer behaviour concentrates on the actions of human needs that alter constantly and wants

to pursue, purchase, use and review individual parades to satisfy their demands to fulfil their

aspirations (Schiffman, 2012).

2.1.3: Factors influencing consumer behaviour

According to Kotler and Armstrong (2013), they believed that consumer purchases are strongly

influenced by cultural, social, personal, and psychological factors. Marketers cannot control

such factors but they must take them into account.

a) Cultural Factors: The other important concepts that must be examined under the

cultural factor are culture, sub-culture and social class. The culture of a community has

the deepest and largest effect on the actions of customers. Solomon (2006) opined that

community is a collection of fundamental beliefs, attitudes, preferences and behaviour

acquired from families and other significant institutions by members of society. The set

of standards, beliefs, convictions, costumes, actions, and practices from one community

or nation. Sub-Culture constitute substantial portions of the market and advertisers also

develop marketing goods and services customized to their specifications. Tomasz &

Kendel (2018) named sub-culture courses on culture and the behaviour of people of

related classes. While, the social class shall not be defined by the element of income

but shall be calculated as a combination of work, income, schooling, prosperity and

other variables (Solomon (2013).

b) Social Factors: Social factor includes reference groups, family and social roles and

status. A consumer’s behaviour is influenced by social factors, such as the consumer’s

small groups, family and social roles and status. Groups are two or more entities that

collaborate to fulfil each other's objectives. Small communities affect a person's

behaviour. People are also affected by reference classes they are not a member of. For

instance, family members may affect the actions of buyers strongly. The role and effect

of husbands, wives and children in the buying of numerous goods and services are of

concern to advertisers (Zegan, Michota-Katulska, Styczeń, 2016). Hence, many

families, clubs and associations are members of an individual. Thus, every person has

certain forms of buying activity at every age, for each role and every role, and every

social class, this "type of behaviour and influences can be found" (Pinki 2014)

c) Personal Factors: Buyer’s decisions are influenced by personal characteristics such as

the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, and

personality and self-concept (Harris & Babin, 2015)


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d) Psychological factors: In compliance with the Callwood categorisation, Solomon,

Bamossy, Askegaard & Hogg, (2010) described four main factors that can affect

customer purchasing behaviour, i.e. motivation, schooling, values, behaviour and

interpretation are all influences.

2.2: Consumer Buying Decision Process

The method of customer decision-making differs between consumers and consumers, and

between goods. The amount of time it takes can vary. In the analysis, Yakup, Mucahit, &

Reyhan (2011) found that customer purchase decision is accepted as appropriate and ends in

post-buy behaviour. These paths help advertisers to consider the consumer and to alter his

choice through one of these moves. This diagram illustrates how buyers move before and after

a good is bought (Callwood, 2013 and El-Bachir, 2021).

The consumer buying decision process is when the buyer becomes aware of an unsatisfied

desire or issue, a buying decision-making protocol begins, this was referred to as need

recognition. Tyagi and Kumar (2014 ) explain the need to consider the need in several different

scenarios to arise frequently during meeting the goods. Similarly, Solomon (2006); Armstrong

(2007) has confirmed in their surveys that customers continue to look for knowledge beyond

after they have identified a need. Knowledge can also be accessible in the mind of individuals

and a person may additionally be too close to the entity. Meanwhile, the criteria for

determining a specific problem applies to multiple dimensions: features, features, and

advantages is the evaluation of alternatives. The method to determine alternatives can often be

complex, time-consuming, and full of pressure for customers, according to (Ha, Janda. &

Muthaly 2010). This is because of the issue of seeking an optimal commodity that better suits

the needs of the customer due to conditions that obstruct the method of consumer purchasing.

In their studies, Blackwell, Miniard and Engel (2001) found that an individual made a buying

choice after an assessment of the various goods. However, this purchasing stage does not

sometimes end with the commodity that was agreed upon. Kacen and Lee (2002) has

categorized buying into three distinct types: expected buying, partial buying and purchasing of

stimuli. After deciding where and what to buy, the customer finalizes either with cash or credit

the final phase of the purchase. Begzod and Umidjon (2019) observed that when people start

to mix their bought goods, an assessment of when acquisition begins. This stage thus represents

the familiarity of the customer with the purchase of a product or service. Here Fatima and

Bisaria (2017) stated that repeated intervention in consumer policymaking is critical and that

the best experience for mitigating confusion is crucial when the next time consumer-friendly

post-commerce appraisal leads to satisfaction with the decision to buy the same product or

service.

2.3: Theoretical Review

To achieve the objective of this study, the paper reviewed a behavioural model and learning

theory. This is because the behavioural model was not enough to explain the circumstances


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surrounding the physical attributes of retail shops. In this case, learning theory was employed

to explain the consumer perception towards buying behaviour of a particular product or service.

2.3.1: The behavioural model:

This illustrates the role of internal and external players which affects customer behaviour. The

behaviours are therefore a "BlackBox" solution to the user. In three steps, the model is

BlackBox. These steps are inputs that act as feedback, decision-making and the buyer response

that is the output. The BlackBox of the buyer includes the buyer's features and the decision-

making mechanism that decides the buyer's responsibility. The black box model takes the buyer

reaction as a consequence of a deliberate, logical decision-making process in which the buyer

has taken notice of the problem (Jamal & Goode, 2001).

2.3.2: Learning Theory:

Learning explains changes in a person's experience actions (Kotler, 2013). Learning theorists

claim most people's behaviour. The interplay of drives, stimulus, messages, reactions and

strengthening contributes to exercise. The same is true of perception; the response of

consumers is learned on the market. On the other hand, recall is the complete build-up of

previous experiences from prior learning by the user. The memory that can quickly be accessed

is called short term memory or working memory that can be used or returned to if possible.

Therefore, long-term memory is a lifelong repository of the active user which can store a

selection of information (Hoyer & Deborah, 2018). The picture of products and ideas, which

buyers learned of the brand, comprising of different components, is therefore important for

advertisers to take into consideration. Therefore, its funnel knowledge into our motivations,

beliefs and personalities, with only important ones in mind. This is called selective preservation

and only material that is of concern to us should be preserved. The model, therefore, preserves

only marketers' knowledge, and this is one of the three perceptual processes.

2.4: Empirical Review

In a study by Muhammed, Hafiz, Unzila and Ayesha (2014), the effect of advertising and

market awareness on consumer purchasing behaviour among Pakistan's, Gujranwala's

customers are studied. A questionnaire survey was carried out to collect data from the Punjab,

Gift University, women's college and the Lahore grammar school, randomly chosen

universities and ordinary consumers. A poll of approximately 150 people was taken over one

month and their answers were checked further with the use of various statistical techniques in

the SPSS program. The findings showed a significant positive relationship between ads and

customer awareness and consumer behaviour.

Yan & Alex (2020) conducted a similar study on the motives why Malaysian customers prefer

to buy multi-level marketing's branded health supplements. The impact of pricing, social class,

influencer impact, and product characteristics on customers' purchasing decisions of multi-

level marketing's branded nutritional supplements is investigated in this study. Data was

collected from 391 Malaysian customers using a questionnaire-based survey, which was then


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analyzed using SPSS. The findings revealed that pricing, membership status, and influencer

impact had considerable beneficial effects on customers' purchasing decisions, but that product

characteristics have no such benefits. The findings showed that multi-level marketing

businesses should focus more on product development and promotion rather than selling

methods, which is critical in establishing competitive strategies in the multi-level marketing

industry.

Anna-Maija and Katri (2018) confirmed that a systematic evaluation of 59 merchandising

publications was done using content analysis based on environmental factor typologies. Several

architectural and environmental factors were identified as being important to customers, but a

better knowledge of their impacts is required to improve the appeal of intra-urban centres.

Using the cross-tabulation technique, Debdeep and Ajay (2019) discovered the impact of socio-

demographic characteristics such as age, gender, occupation, income, and qualification on the

purchase of private label brands. The study's findings demonstrate that consumers prefer to buy

PLBs based on the identified attributes, with the brand image being the most important factor

and self-perception being the least important, and the findings on socio-demographic factors

revealing that all elements have a positive impact on PLB purchases. Retailers of PLBs should

implement appropriate methods for raising PLB income in their stores, according to the

authors.

Begzod and Umidjon (2019) looked at the effects of window displays, promotional signs, store

layout, music, and store odour on customer impulsive purchases. The study involved 117

consumers of the korzinka.uz supermarket who were asked to fill out a questionnaire based on

prior research. Factor analysis and linear regression tests were used to evaluate the obtained

data. Customers' impulsive purchase behaviour is stimulated by shop features such as window

display, advertising signs, and smell, according to the research.

According to Jeewska-Zychowicz and Jeznach (2015), there is a link between customers'

attitudes toward the environment and their choices of food items when packaging is taken into

consideration. This link was created based on the consumers' gender, age, and educational

level. A questionnaire survey of 548 Warsaw adults was conducted. Participants were quizzed

on their views toward the environment and behaviours linked to packaging waste minimisation.

The researchers utilized frequency, factor, and cluster analysis. Relatively more women than

men believed that shopping larger quantities of products and beverages in glass bottles can help

minimize waste. Because of his pessimistic outlook, he did little to reduce waste packing.

Environmental attitudes have had a significant influence on food packaging selection. The

decrease of waste materials was favoured by more favourable views. As a result, environmental

initiatives focusing on attitudes and ecologically friendly food packaging are necessary.

Physical characteristics and customer purchasing choice, according to Kuyk, Michaowska, and

Patelska (2017). A survey of 541 respondents was conducted utilizing questionnaires. A total

of 500 questionnaires were completed, and the data contained in them were analyzed further.

Respondents' purchase decisions are not influenced by the impact of their consumption on the


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environment. However, we may see some environmental measurements in their behaviour that

come from various factors, depending on socio-economic situations.

El-Bachir (2021) demonstrated the impact of shop atmospherics elements on customer

behaviour (time spent in the sales outlet, number of expenditures, upward movement of

purchases), and emotional responses. We can validate the influence of environmental features

of the shop (ambient components, design) on the activities of the subject and his feelings based

on an empirical study conducted with 110 clients of the department store U.N.O.

Finally, Rahman, Islam, Esha, Sultana, and Chakravorty (2018) discovered that while internet

shopping has begun in Bangladesh, customers have not yet developed a habit of doing it often.

A self-constructed questionnaire comprising 160 respondents from Dhaka city was used in this

study to better understand the behaviour of internet consumers. Consumers purchase online to

save time and to access a wider range of items and activities, according to the poll. Both men

and women behave in the same way when it comes to like and disliking elements; they prefer

home delivery and detest the unable to handle and feel the product the most. They gather online

purchasing information from websites, particularly social media sites, and purchase apparel

and shoes mostly using the cash-on-delivery payment option.

3. Methodology

The survey design was employed for this research work. This is supported by Ravindran,

Sundar, and Kumar (2009) that survey research is a study that involves an investigation of the

entire population of people or items by collecting data from samples drawn from the population

and assuming that these samples are true representatives of the entire population. Meanwhile,

The population of the study was the entire customers of both PEP and Mamtess Stores in Ilorin,

Nigeria. Because they are the two most patronized retail outlets in Ilorin. The exact number of

customers that patronize these outlets per day is unknown. Therefore, five days’ visitation to

the two selected retail outlets was made to have a specific figure for the study. This was done

in the view of Godden (2004) who opined that such a survey could be employed for a

hypothetical sample like this study. Presented below is the average number of customers that

patronize PEP AND Mamtess stores in the selected areas.

Table 1: Average Number of Customers that Patronize PEP and Mamtessper Day

S/N

Days

Customer

Patronage per day

(PEP)

Customer

Patronage per day

(Mamtess)

Grand Total

1. DAY 1 80 100 180

2. DAY 2 92 94 186

3. DAY 3 60 103 163

4. DAY 4 98 87 185

5 DAY 5 53 60 113

Average No. per day 383 444 827

Source: Researchers’ Fieldwork, 2020


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A probability sampling technique was employed to distribute a total of three forty-eight (348)

copies of the questionnaire to the respondents based on the researcher’s convenience. This was

done to ensure an accurate reports of responses to the questionnaire and this minimizes

misrepresentation of the respondents. In choosing the sampling size and securing representative

responses, the sample size determination formula, according to Godden (2004), for the infinite

population (where the population is less than 50,000) was adopted.

Sample Size - Infinite Population (where the population is greater than 50,000)

SS = Z2 x (p) x (1 – p)

C2

Where: SS = Sample Size

Z = Z-valueA (1.96 for a 95 percent confidence level)

P = Percentage of population picking a choice expressed as decimal (0.5)

C = Confidence interval, expressed as decimal (.04 = +/- 4 percentage points)

SS = 3.8416 x .5 x .5

0.0016

SS = 600

New SS = SS

(1 + (SS – 1))

Pop

Note: Calculate the sample size using the infinite population formula first. Then use the

sample size derived from that calculation to calculate a sample size for a finite population.

For instance,

New SS = 600

(1 + (600 - 1))

827

New SS ≈ 348

For choosing each survey participant, this analysis used stratified sampling methods. The

stratified sample was used to assess customers' proportionate sizes for each sample region.

Sampling was performed to ensure that the variations between subgroups were reflected in and

stratum in the survey. Stratified samples were used since two retail stores of separate population

sizes "pep and mamtess store" are available in the order to achieve an accurate sample size, a

Godden-based infinite population sample (2004) was used for the obtention of a scientific and

accurate sample size. For each outlet, the sub-sample size was determined as (sub-population

size/total population) x required sample size. that is nh = (Nh/N X RSS) where nh is the sample

size for stratum h, Nh is the population size for stratum, N is the total population size, RSS is

the total sample size (Anthony, 2003).

Table 2: Apportionment of Sampling Size

S/N Targeted Companies No of questionnaire

copies distributed

1. PEP 161

2. Mamtess Stores 187

Total 348



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4. Data Presentation And Analysis

Table 3: Consumers’ perception toward Physical Attributes of the Retail Outlets


In order of satisfaction, surroundings of the retail outlets (83.6%), an impressive display of

products (86.2%), retail location (86.1%), parking facilities (87.8%), atmosphere (91.5%),

varieties of products (88.1%), and after-sales service (86.9%) were at the top of the list of

physical attributes of retail outlets that influence buying decision. This result indicates the

significance of consumer perception physical attributes of retail outlets on buying decisions.

4.2: Test of Hypothesis

H01: There is no significant relationship between the physical attributes of outlets and

consumer’s perception towards buying behaviours in apparel retail outlets.

This hypothesis is designed to observe the overall relationship between consumer’s perception

of physical attributes of the retail outlets and their buying behaviour. This observable

relationship is presented in table 3.

Strongly

Agreed

Agreed Undecided Disagreed Strongly

Disagreed

1 The surroundings influence my

decision to buy product in a retail

outlets

56.6%

27.0%

8.9%

4.3%

3.3%

2 I am more concerned about

impressive display of products in a

retail outlets

48.0%

38.2%

6.3%

6.3%

1.3%

3 I interpret information about

products to support my belief

47.0%

42.4%

6.9%

2.6%

1.0%

4 My patronage of retail outlets depend

on the location

51.6%

34.5%

7.6%

4.3%

2.0%

5 I may not patronize retail outlets

where there is no parking facilities

58.9%

28.9%

4.6%

5.6%

2.0%

6 The décor, lightening, temperature,

music, humidity influence my

decision to patronize retail outlets

44.1%

47.4%

3.3%

1.6%

3.6%

7 Patronizing a retail outlets depend on

the varieties of products in the store

49.0%

39.1%

5.3%

2.0

4.6%

8 Friendliness of staff and helpfulness

of staff influence my decision to buy

in a retail outlets

48.7%

38.2%

5.6%

2.6%

4.9%


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Table 4: Correlations Analysis

Buying B Product A Store L Parking F Orch Lay Atmor

Buying

behaviour

Pearson

Correlation 1

Sig. (2-tailed)

N 303

Product

assortments

Pearson

Correlation .865** 1

Sig. (2-tailed) .000

N 88 88

Store location

Pearson

Correlation .561** .330** 1

Sig. (2-tailed) .000 .002

N 88 88 88

Parking

facilities

Pearson

Correlation .882 .267* .015 1

Sig. (2-tailed) .000 .012 .891

N 88 88 88 88

Orchestrate

layout

Pearson

Correlation .679 .267* .360** .449** 1

Sig. (2-tailed) .000 .012 .001 .000

N 88 88 88 88 88

Atmospherics

Pearson

Correlation .679** .748** .395** .272* .471** 1

Sig. (2-tailed) .000 .000 .000 .010 .000

N 88 88 88 88 88 88


Table 3 shows that the correlation value between product assortments and purchasing

behaviour is 0.865, with a significant value of 0.000, indicating that there is a substantial link

between product assortments and purchasing behaviour (P 0.05). Furthermore, the correlation

value between store location and purchasing behaviour is 0.561, which has a significant value

of 0.000, indicating that there is a significant relationship between shop location and purchasing

behaviour (P0.05). Furthermore, the correlation value between parking facilities and

purchasing behaviour is 0.882, which has a significant value0.000, indicating that parking

facilities and purchasing behaviour have a meaningful link (P 0.05).

Furthermore, the correlation value between orchestrated layout and purchasing behaviour is

0.679, with a significant value of 0.000, indicating that there is a substantial relationship

between orchestrated layout and purchasing behaviour in clothes retail outlets (P0.05).

Furthermore, the correlation value between atmospherics and purchasing behaviour is 0.679,

which has a significant value of 0.000, indicating that there is a significant relationship between

atmospherics and purchasing behaviour (P0.05).

This supports the null hypothesis that there is no significant link between physical features of

outlets and consumer perceptions of buying behaviour in clothes retail shops, as well as

acceptance of alternative options. This result shows that all these elements under the control of

retailers influence the consumers’ perception of the retail outlets and generate the desired


55

perception of their stores and buying behaviour. This was in tandem with Kułyk, Michałowska

and Patelska (2017) Fatima and Bisaria (2017) who opined that study on analysis of factors

affecting consumer buying behaviour in organized retail sector.

The findings show that physical attributes of retail outlets such as product assortments store

location, parking facilities, orchestrate layout, atmospheric and after-sales service have a

significant association with buying behaviour, which is in line with the study of Ravindran,

Ram and Kmar (2019) Kasmi (2012) and Hanna (2013), Tang and Chan (2017) who study the

impact of online advertising on generation Y’s purchase decision in Malaysia. Zegan, Michota-

Katulska, Styczeń (2016); and Nebojša, According to Milorad and Tanja (2018), store

atmosphere, location, parking facilities, and employee friendliness are all visible characteristics

that influence customer store choice. As a consequence, shop settings such as service offerings,

activities, and amenities, as well as eye-catching shelf placement, encourage customers to buy

more.

5. Conclusion And Recommendations

This shows that the physical attributes such as product assortments, store locations, parking

facilities, orchestrate layout, and atmospherics have a significant impact on consumers’ buying

behaviour. This led to the acceptance of the alternative hypothesis that there was a relationship

between the physical attributes of outlets and consumer perception towards buying behaviour

in apparel retail outlets in Ilorin, Kwara State, Nigeria. Furthermore, the data show that

customers are typically unaware of a variety of elements that have a major environmental

impact. This might be due to a lack of understanding of the link between the environment and

different behavioural patterns associated with sustainable consumerism, such as the usage of

clothing shops. According to the findings, there is a link between the physical characteristics

of outlets and consumer perceptions of buying behaviour. This was observed in all physical

attribute factors with p-values below 0.05 (product assortments, store location, parking

facilities, orchestrate layout, and atmospherics).

Based on the findings and conclusion, the following recommendations were proffered:

a) The management of the retail outlets should make their environment more attractive

and accessible to customers.

b) The management should provide the outlets with some physical attributes like; parking

facilities, lighting, décor and safety. Products display and attractiveness should be taken

into consideration because it has more influence on customers’ patronage.

c) The store should be provided with the needed varieties of products by the management.


56

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