EXPLORING NEW WAYS OF MARKETING IN RETAIL OUTLETS

Abstract

This study aims to investigate the perspective of consumers at a retail institution with the objective of identifying new marketing methods. Consequently, a set of objectives was delineated. First, a comprehensive analysis was conducted on four pivotal environmental factors, namely ambient music, attractive plants, overall cleanliness, and ambient lighting, revealing their substantial impact on customer decision-making. Additionally, our objective was to ascertain the clients' perspective about the utilization of plants as a present technique. Plants have a favorable correlation and possess an inherent environmental attractiveness. By providing clients with a plant, retail enterprises may elicit a feeling of positivity and vitality, while also communicating a message that is in line with ecologically sustainable principles. Beyond that, our objective was to investigate the impact of plants' giving tactics on customer behavior. More precisely, our objective was to examine the impact of the variable on purchase intention, customer loyalty, customer attitude, and the likelihood of repeat patronage.