Customer Perception towards On-Line Atmospherics

Dr. Gunita Arun Chandhok, Dr.M.K. Shakila

Article (PDF)


Customer perception, offline Stores, On-Line shopping, store brand, store layout, visual merchandising.


Customer perception plays a pivotal role in marketing any product. With changes in life style & access to electronic media, online shopping has become the order of the day. The offline stores due to physical availability of the store layouts and design could offer atmospheric elements like touch effect, demo effect, temperature, soothing lights, music & an entertaining environment. Online stores competing with offline retail stores have a different approach to visual merchandising. This paper tries to identify customer perception towards the offline stores.