Özet:

Interior physical evidence is an important source of information for consumers' assessment and evaluation of store interiors. In this paper, we explore the impact of various types of interior physical evidence on consumer behaviour. The study is based on a self-administered survey questionnaire to which 96 participants who visit branded garment retail outlets responded in detail. The results of the study indicate that the consumer evaluation of the store interior can be associated with the type of physical evidence used by the consumer. The results from regression analysis also demonstrate that consumer evaluation is dependent on the physical evidence used. The findings suggest that developers and marketers can use this information to influence consumer response to various interior features in retail stores to enhance customer experiences in high-end stores and more effective marketing strategies.

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