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Introduction
In today's competitive retail industry it is harder than ever to reach a target segment and sell them on a particular brand or product. Retailers need to pay special attention to all elements of their retail mix which includes store design and atmospherics. According to [3] Berman and Evans (1998), atmospheric variables are divided into four categories: the exterior, the interior, layout and design, and point-of-purchase and decoration variables. The store exterior includes the storefront, entrances, display windows, physical characteristics of the building (e.g. height and size), surrounding area, and parking ([3] Berman and Evans, 1998). The store interior includes flooring, colors, lighting, scents, sounds, fixtures, temperature, merchandise, and cleanliness ([3] Berman and Evans, 1998). Layout and design variables describe the allocation of floor space ([3] Berman and Evans, 1998). Point-of-purchase and decoration variables includes point-of-purchase displays, signs, wall decorations, certifications, pictures and artwork, price and product displays, and so forth ([25] Turley and Milliman, 2000). Store atmospherics have received much scholarly attention in terms of their effects on shoppers' behaviors. [25] Turley and Milliman (2000) conducted a comprehensive review of the extant atmospheric studies. Their review suggests that store atmospherics, especially interiors of the store have substantial impact on shopper behaviors. Turley and Milliman also stressed the pressing need for further empirical research on external atmospheric variables because of lack of research on exterior atmospheric variables.
Store exteriors are what customers first encounter as they engage in shopping behavior and thus are an important opportunity for stores to build positive impressions. Perhaps for big box retailers store exterior matters less, because they have already built a reputation based on the brands they carry, convenient locations, and competitive prices. But for smaller retailers without strong brands or store names, store exterior may play a critical role in building a first impression of a store and attracting customers into a store. When deciding to shop at smaller boutique stores customers rely on external cues such as window displays to help form an impression of the store and its merchandise even before stepping foot inside the store. Given that small retailers with fewer than ten employees make up over 65 percent of all retailers in the USA ([103] US Census Bureau, 2007), more research is warranted...