Investigation of the impact of store interior

design on consumer purchasing decision: A

case study on Selfridges &Co, UK

Property of “Captains Research 365”

Mohammad Rasel Mia
Contact: 008801704961931
Email: [email protected]

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Statement of Originality and Authenticity

I confirm that the dissertation I am submitting is an original and authentic piece of work
written by myself that satisfies the University rules and regulations with respect to
Plagiarism and Collusion. I further confirm that I have fully referenced and acknowledged
all material incorporated as secondary resources in accordance with the Harvard system.

I also certify that I have taken a copy of the dissertation, which I will retain until after the
Board of Examiners has published the results, and which I will make available on request
in pursuance of any appropriate aspect of the marking and moderation of the work within
the University Regulations.

Name: ……………………………………………………………………….

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Acknowledgement

I am very much thankful to my Supervisor ---name---- for her kind cooperation and suggestions
for the improvement of this research project.

Moreover, I am thankful to those persons whose support and cooperation helped me to accomplish
this task properly.

Thanks again to all of them.

---Name--------

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Abstract
Business is getting more competitive and requires sufficient efforts to be innovative in all ways.
However, retail shops are facing intense competition from the newly opened online stores because
ease of access and speedy payment system are included in online shopping therefore without being
well decorated it is very tough to survive in the retail market.

Here, to do the research the researcher set the aims of the researcher to find out the effect of the in
store design on the consumer buying behaviour. Hence the researcher collected the information
from the customers of Selfridges &Co, UK through the survey questionnaires. The research is done
based on the deductive research approach and positivism research philosophy. On the other hand,
the researcher used the random probability sampling for the research and the entire sample was the
customers of Selfridges &Co, UK. finally, the researcher used quantitative data analysis techniques
to do the research. The researcher has used the deductive approach. Survey questionnaire is used
to collect the data and for analysis, SPSS & MS Excel is used.

Here, from the research, it is found that different renowned fashion stores seek for different interior
designs keeping in mind that consumers keep visiting their stores and tell others about their
services. This research is quantitative in nature because the researcher tried to present the outcomes
more understandable as well as non-manipulated way. The researcher tried to fulfil the objectives
by comparing them with the related literature which makes the research deductive in nature.
Moreover, to get a brief perception about the consumers the researcher used questionnaire
approaches and the samples are chosen randomly. The researcher found that in-store environment
of the stores of S&P has direct relation with the consumer’s preferences because consumers
actually need a place from where they can get supreme satisfaction of shopping. Perhaps most of
the readers would agree that without being well decorated and well-furnished it could be tougher
to get to the current repute reputed situation. At the end of the research, the researcher
recommended some strategies related to in-store decoration and attractiveness for Selfridges &Co,
UK which can further be used for any other typical chain stores to be more preferred. Throughout
the study the researcher tried to relate consumer's psychological factors towards buying a specific
product

Selecting store design is found one of the important issues for this chain. Research also showed
that most of the customers seem positive about the in-store environment because of their
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uniqueness in music selection, lighting arrangement according to customers' need and selection of
furniture in the stores. A less studied topic like product arrangement and its impact on buying
preferences are also studied and interestingly found that even less sophisticated buyers prefer most
arranged stores. In conclusion the researcher thinks it could be better if a supplementary qualitative
research could be conducted and sample size could be enlarged, further detail analysis can be
linked with the outcomes to show broader impacts like company's performance or general growth.

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Table of Contents
Statement of Originality and Authenticity ...................................................................................... ii

Acknowledgement ......................................................................................................................... iii

Abstract .......................................................................................................................................... iv

1. Introduction ................................................................................................................................. 1

1.1 Background of the report....................................................................................................... 1

1.2 Rationale of the Study ........................................................................................................... 2

1.3 Research Aims....................................................................................................................... 3

1.4 Research Objectives .............................................................................................................. 4

1.5 Research Question ................................................................................................................. 4

2. Literature Review........................................................................................................................ 5

2. Interior design ......................................................................................................................... 5

2.2 Importance of In-store Design............................................................................................... 6

2.3 Customer Loyalty and In-Store Design ................................................................................. 7

2.4 Marketing Platform ............................................................................................................... 8

2.5 CONSUMERS BUYING BEHAVIOUR ............................................................................. 8

2.6 Different buying behaviours................................................................................................ 11

2.7 Factors which influence’s buyer’s behaviour...................................................................... 12

2.8 Impact of in-store Design on consumers buying behaviour ................................................ 13

2.9 Research paradigm .............................................................................................................. 14

2.10 Conceptual Framework ..................................................................................................... 16

3. Research Methodology ............................................................................................................. 17

3.1 Research Philosophy ........................................................................................................... 17

3.2 Research Approach ............................................................................................................. 18

3.3 Research Type ..................................................................................................................... 18

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 3.4 Data collection process........................................................................................................ 19

3.4.1 Data Sources ................................................................................................................ 19

3.4.2 Data designing ............................................................................................................. 19

3.5 Sampling techniques ........................................................................................................... 20

3.6 Data Analysis ...................................................................................................................... 21

3.7 Data Presentation................................................................................................................. 21

3.8 Reliability & Validity of Data ............................................................................................. 21

3.9 Ethical Consideration .......................................................................................................... 21

Summary ................................................................................................................................... 22

4. Result ........................................................................................................................................ 22

4.1 Furnishing............................................................................................................................ 23

4.2 Music ................................................................................................................................... 25

4.3 Lighting ............................................................................................................................... 27

4.4 Product Arrangement (PA).................................................................................................. 29

4.5 Consumers' Preference (CP) ............................................................................................... 31

4.6 Repeat Purchase (RP) .......................................................................................................... 33

4.7 Cronbach's Alpha ................................................................................................................ 36

4.8 Correlation analysis ............................................................................................................. 37

4.9 Regression Analysis ............................................................................................................ 38

4.9.1 Regression for the dependent variable Consumers’ Preference (CP) .......................... 38

4.9.2 Regression for the dependent variable Repeat Purchase (RP) ..................................... 39

5. Conclusion and recommendations ............................................................................................ 42

5.1 conclusion............................................................................................................................ 42

5.2 Recommendations ............................................................................................................... 42

5.3 objectives............................................................................................................................. 44

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 5.4 Limitation of the study and Further research ...................................................................... 44

Reference ...................................................................................................................................... 46

Appendices .................................................................................................................................... 56

List of Figures

Figure 1: Consumers' buying Process ............................................................................................. 9

Figure 2: Buying Decision behaviour ........................................................................................... 11

Figure 3: Research Paradigm ........................................................................................................ 14

Figure 4: Percentage of response of the customers on Furnishing ............................................... 25

Figure 5: Percentage of response of the customers on Music ....................................................... 27

Figure 6: Percentage of response of the customers on Lighting ................................................... 29

Figure 7: Percentage of response of the customers on Product Arrangement .............................. 31

Figure 8: Percentage of response of the customers on Consumers' Preference ............................ 33

Figure 9: Percentage of response of the customers on Repeat Purchase ...................................... 35

List of Tables

Table 1: Furnishing ....................................................................................................................... 24

Table 2: Music .............................................................................................................................. 26

Table 3: LIGHTING ..................................................................................................................... 28

Table 4: Product Arrangement ...................................................................................................... 30

Table 5: Consumers' Preference ................................................................................................... 32

Table 6: Repeat Purchase .............................................................................................................. 35

Table 7: Cronbach's Alpha ............................................................................................................ 36

Table 8: Correlations Matrix......................................................................................................... 37

Table 9: Model Summary for the dependent variable Consumers’ Preference (CP) ................... 38

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Table 10: coefficient for the dependent variable Consumers’ Preference (CP) ........................... 39

Table 11: model summary for the dependent variable Repeat Purchase (RP) ............................. 40

Table 12: coefficient for the dependent variable Repeat Purchase (RP) ...................................... 41

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1. Introduction

1.1 Background of the report

Today’s business world is very much competitive day by day the situation is becoming tough for
the firms to keep their customers loyal towards them because opponent firms are always trying to
switch the consumers presenting expanded items and other stimulating advantages and services
before them (Charles and David, 2003). Accordingly, the organizations attempt to impact the
conduct of the customers in such a route thus, to the point that the purchasers get impacted to
purchase the goods & services of the organization. The achievement of the firm vigorously reliant
on how effectively the firm can impact the conduct of the shoppers as well as convey them to the
organization to purchase the items presented by the organization (Tigert, 2008). Store design is
very much important in a fashion industry. A store design can attract the customers by showing
the clothes easily to them while visiting.

The importance of using differentiation strategy is tremendous in the fashion store. Differentiation
refers to implies development using few tactics that are not overarching with other. Generally, a
client pay for a specific item is dependably a key inquiry to create in the area of fashion store. The
noteworthiness of 4ps is recognized to over possessing importance on purchaser's buying decision.
However, alongside these 4 components a few others elements are also occur (Darden and Griffin,
2004). Brand name, store inner part, show and so forth are the addressable elements of these issues.
Every organization on the planet are exceptionally worried over the attainment of learning of
elements effecting the purchaser for buying products in the fashion industry and for this reason
these associations are building immense venture on in store design. Developing in store design is
a standout amongst the most affecting element in this respect.

Aesthetics is a critical factor in the retail business; how the store space looks and feels can
maximize or reduce sales. A store should be designed and decorated with the customer experience
at the forefront. Large retail chains that adhere to consistent branding throughout each store often
have an easier time with the interior-design process than independent retailers because the design
carries from store to store without much variation (Clive, 2005). Well-designed businesses attract

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more customers and sell more of their goods. They also stay in business longer and make better
profits. In this era of extreme competition, it became vital for the organisations to influence the
purchasing decision of their consumer to ensure they can attract most of the customers to them and
stay in the business in the profitable way (Keller, 1993). Customers also like to do shopping from
a well-designed store. Because of this retail organisation are investing lots of money for the interior
design for their store. Selfridges &Co is a UK based famous retail store. They are very popular
and the interior designs of the Selfridges stores are also very attractive and eye catching. In fact,
they spend lots of money to design the interior of the store. For the research titled- Investigation
of the impact of store interior design on consumer purchasing decision Selfridges UK has been
taken as the sample organisation to investigate how much impact does store interior design creates
on consumer purchasing decision.

1.2 Rationale of the Study

The buying behaviour of consumers is shifting quickly & thus it creates many issues. Again, the
purchasing behaviour & process of consumer is dynamic in nature. The requirements and needs of
the customers are not remaining always same. For this reason, firms are working hard to realize
what consumers actually want from the business firm (Mary, 2012).

Several factors have placed effects on the customers’ purchasing behaviour. Various strategies
have impact on customers’ purchasing behaviour. Among the different aspect & strategy, one of
the important factors is store’s interior design % it has an enormous effect on consumers’ buying
behaviour in a fashion house.

It is known to almost every firm that the in store design is now a days placing a great impact on
the consumer buying behaviour as well as in firm’s sales. In modern business worlds, the stores of
fashion industry are focusing on the interior design very presentable and also added value in
services because it has a direct impact on customers’ purchasing decision (Joel and Base, 2007).

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Influencing the customers purchasing decision of consumers is very important for any retail
business. The success of retail business mainly depends on how much influence they can create on
consumers purchasing decision (Lars, 2008). All most all the retail organisations are spending lots
of time and money to design their interior and make it attractive to the customers so that they can
do shopping happily. Selfridges UK can be named one of the prominent retail organisations with
very good interior design. The issue is doing the customers really care about the store interior
design, if yes to what extent, and how much does it influence their purchasing decision. In current
competitive business world where customers have many options from where they can do shopping
there are many retail shops like Selfridges are present in the market with good quality product and
service. But still Selfridges stand a market leader among those retailers. The store interior design
of Selfridges is also very lucrative and expensive. As most of the retail organisations are spending
lots of money for the design and decoration, it became vital to find out whether this is important
to influence the buying decision of the consumer and if yes to what extent As in this era of
competition and globalisation influencing the consumer purchasing behaviour is a main factors to
gain success in retail business ( Kotler & Armstrong, 2010), it is vital to investigate what kind of
impact does Selfridges interior design creates on the purchasing decision of the customers and the
customers view about the interior design of the stores.

This research will shed light on different aspect of interior design of Selfridges stores, how these
interior designs influencing the purchasing design of the customers. This research will help to
investigate customers thinking about the interior design of Selfridges stores and will help the retail
organisation to choose the best approach regarding interior design to influence the buying decision
of the customers.

1.3 Research Aims

This research paper is formed as well as completed for finding the impact of in store design on the
customers’ purchasing decision over the Selfridges &Co, UK. Hence, the major aim of this
particular research paper is to investigate on how Selfridges &Co, UK is decorating its interior
design to attract the customers to buy from the company.

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1.4 Research Objectives
 To determine the interior designing strategies of Selfridges &Co to attract customers
 To evaluate the impact of store’s interior design on consumer purchasing decision
 To critically analyse the look and feel of the store related to the customer’s satisfaction and
loyalty
 To recommend Strategies and ways for Selfridge Co. about their interior designs

1.5 Research Question

 What are the interior designing strategies of Selfridges & Co to attract customers?
 What is the impact of store’s interior design on consumer purchasing decision?
 What impact does store design of a store has on customers’ satisfaction and loyalty?
 What are recommendations for Selfridge and Co. about their interior designs?

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2. Literature Review

The research of interior design mainly focuses on the attributes related to the designs of the stores
of the company the researcher is concerned with like the colour, light, music, furnishings and
decoration of the store. The literature part of the proposal will give a brief of the in store
environment, impact of in store environment, purchase behaviour and the paradigm of the research.

2. Interior design
Generally speaking, the feel and look of the internal design of a store is known as interior design
of the stores. It can be as physical as the colour of the wall and floor, furniture of the stores,
showpieces of the stores, lighting of the stores and the product arrangement of the stores. Although
many researchers like Finrow (2014) had different perception regarding the in store environment.
They argued that the interior design not only comprised of the physical properties of the store
rather the mental acceptance and declination is also linked with it. The idea of studying the in
house environment in marketing is the newer one to be described because previously the marketers
were quite indifferent in this topic. Collins (2009) indicated that the satisfaction rate may differ
depending on the look of the store. For instance, a small child may not like high volume music in
a store. Cho (2008) researched on the colour preferences of the customers and the rate of store
visits surprisingly found that the customers have a strong sensitivity on the colour of the stores
even two stores offer same products. Interior design related research indicated that most people
prefer visiting stores that understand their tastes. Japanese toy stores usually shape like a toy
character or an attractive colour that can attract target customers. Famous super market chain Tesco
designs its store with simple furniture and wallpapers that on an average can attract customers
(Wyllie, 2008). The decoration of the products of the stores is a very important element of the
interior design because if the store is failed to attractively and conveniently decorate what it offers
it can lose its appeal. Friedman and Friebert (2013) researched on the in store environment of 15
restaurants in UK which indicated that most of the stores try to relate the name and theme of the
stores with the interior designs of the stores which in turn attract customers.

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2.2 Importance of In-store Design
Regarding the purchasing decision, the most prominent fact of the consumers is that they can take
the purchase decision when all the products are shattered in the shelf so preventatively that the
customer can find the product with ease. As per the research of Harrington et. al, (2009), it was
shown that a substantial amount in the in-store environment development is invested by the
organizations. It is due to the influence that the purchasing decision of the organization can be
placed by the environment. Essentially, all customers and businesses do not hail from the same
category. And so the demand of the customers of the support activity of the organization at the
time of the buying will differ and depend on the category of business also. In case of the businesses
like retail shop, Hospitality etc., proper communication system of the organization with the
customer is very crucial (\vSeri\'c and Gil-Saura, 2011). Because the customers will be satisfactory
in the environment of the business being communicated with proper respects and values. At the
time when a customer enters in the store of any organization, he will try, from several viewpoints
to criticize the organization and its products. Among them is the visual presentation of the product.
In a shelf, when the product is displayed nicely, the customers will find it comfortable to search
for the product. From the study of Lee et al (2009), it was supported that when the desired product
of the company will not be exposed to the customers, they will switch to other brands and
companies. So, if the company wants sales growth, it should promote the product in appropriate
design and shelf that is a critical part of In-store environment. Also, it is very difficult for the giant
retailers to compile all the products in one place. For that reason, the company that manages their
product in an area can be a mystery for the customer to search for the desired product from the
store. And to solve this issue, the company needs to manage a way of communicating the customers
about the place of the product. A store can inform in either a manual or a directional way. In the
directional way the company can make arrangement the system allocating the product in several
sectors like- cosmetics, electronics, apparels etc. And the company can implement a direction sign
strategy in the company store from which the customers can find a product more easily. Baker et
al (2010) studied that the prime variable in the purchasing decision of the company is the quality
of the product. But from the study of Sampaio, et al (2009), they found that people are motivated
by the flashy colours and designs used in the store of the company. So, the elements of the in-store
environment are having a big impact on the customers, because aristocracy carries a prominent
value and that attribute of the company’s environment will be the prime factor for influencing the

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profit of the company by increasing sales and developing a customers’ loyalty base. Watchorn and
Levy (2008) argued that sometimes, customers place more attention to the environment of the
organization than the quality of the product to take a repurchase decision. The company cannot
manage a higher level of utility from the product for the environment that satisfies the customers.

2.3 Customer Loyalty and In-Store Design

The loyalty of the customers is primarily directed from the satisfaction gained from the service of
the company. In store environment influences the satisfaction level of the customers to a great
extent. Hu and Jasper (2008), from their research, argued that the in-store environment can be a
critical factor of customer loyalty because it allures the customers in addition to the product quality.
If companies invest in this activity, it may not necessarily gather direct income for the them, but
the sales growth because of the satisfaction of the customers with the environment will lead the
company to achieve a strong customer loyalty base. Most of the buyer behaviour can be influenced
by proper communication and that is the most critical part of the in-store environment of a
company. Companies can follow a technology based automation process to communicate with
their customers. But the interactive oral communication effectiveness of the organization can be
the most influential in the decision making process of the customers. However, Levin and Gaeth
(2008), in their study, gave logic that the customers rely more to the information communicated to
them by the computer. The characteristics and the delivery of the speech by the salesperson
depends on the traits of the customers in the way the customer can be overwhelmed, due to the
fact that, in an oral communication a salesman of the company can evaluate the, psychology,
emotions, knowledge etc. of the customers at the time of dealing with them. Dabija (2012) argued
that the customers are informed only by the in-store communication system about the features of
the product even in the second of taking the purchasing decision. In this way, the customers are
provided with the best information that is needed to take a perfect decision. The customer loyalty
base cannot be established if they do not have the broad knowledge about the organization and its
products. By leading the customers to take a perfect choice by informing the available attributes
of the product, in-store environment of the company will increase satisfaction and make think
about the company in case of repurchase. And the satisfied customers may perform word-of-mouth
activity and give reference to their surroundings to collect the product from the company. In this
way customer loyalty base can be developed by in-store environment for the company.

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2.4 Marketing Platform
Marketing platform refers to a place what the company can utilize for the marketing decision.
Patalinghug (2013) studied that when the business decides on promoting a new product, in-store
promotion is the perfect strategy for them, due to the fact that it will degrade the risk of failing the
product in the market. However, Babutsidze (2011) mentioned that it is very much important for
a new product to get promotional exposure. Customers observe in-store decoration when they visit
the stores. To some extent, customers can be provided with the information by internal decoration
about the attributes of the company. As a result, in-store environment can have a scope where
marketing can be used, because physical in-store environment of the company will inspire the
customer to the acceptability of the product. Nikolopoulos et al (2010) researched that the target
customer being satisfied with the physical environment of the business, will be loyal to the business
and ultimately, will aid in word-of-mouth marketing of the product. In accordance with Naderian
and BAHARUN (2013), successfully establishing a better in-store environment, a store can
minimize the marketing cost. In-store environment of a store can be designed with several
attributes like- discount policy, product attributes, gift hampers etc. to draw the attention of the
customers. The physical design of the store may be in variance with the choices and time of the
customers. The main rationale behind the emotional buying of the customers will be the
psychological impact of this type of marketing. In accordance with the research findings of
Loomes, et al (2011), when in-store resources are used to influence the emotional aspects of the
customers, it will lead the customers to purchase more. The physical in-store design for the
customers will be the most influencing promotion of the product to them and it is a psychological
process that creates a suitable activity or scenario of the customer and will increase the satisfaction
level of the customers and will make him impressed. This will make the customer ready to
purchase the product or can give reference the others to purchase the product. De Bruyn and Lilien,
(2008) supported it as the strongest strategy of marketing promotion. So, we can conclude referring
to the researchers about in-store environment and suggested it to be an influential factor in
marketing promotion for any type of business.

2.5 CONSUMERS BUYING BEHAVIOUR

Consumers are defined as the customers who ultimately consume the utility of the products. This
broad topic is difficult to understand the buying behaviour because studies about behaviour do not
have any standard to choose as accurate. However, to evaluate a single company’s overview, many

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researchers tried to form relationship among many aspects of consumer buying behaviour with the
supply and demand condition of a market that can be narrowed down. According to Cunningham,
et al (2011), it is better to understand the psychological process of buying a product or service
before going to a detailed study on the purchase behaviour. In addition, Doria (2010) supported it
and demonstrated a detailed impact of some step by step psychological approaches influencing
buying decisions of a consumer, not but a single hesitant decision. Sauerborn, et al (2013) have
critically analyzed the supports to these general theories arguing that purchase decision or logical
purchase decision off course follow some basic psychological hierarchy. Below the mentioned
figure are the most profound process believed by many researchers to study the detailed impact of
several socio demographic factors and psychological factors:

Figure 1: Consumers' buying Process (Source:Shil, et al (2012))

In the initial stage of an ideal consumers’ buying decision process, consumers at first recognize
needs for particular products. Needs is also felt from problems and facing these problems can also
be accepted as the first step to the buying decision. Though Brown (2009) stated that there is
difference between need recognition and problem identification, having a problem or viewing

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others to use a product may arise needs. Recognizing needs is a difficult task due to the fact that it
is most likely that most of the problems behind the needs are so complex that it is very difficult
for consumers themselves to recognize their own needs for psychological barriers. The role of
marketing comes to this point, explained by Khraim (2011) who demonstrated that this step of
purchasing decision can be pushed by the companies with their marketing strategies to help them
identify their needs. Next step of the buying process is finding out information about the needs as
well as what the customer needs to fulfil those needs. As an example, washing hands can be
performed by solid soup or liquid body wash; in this example, alternative strategies are evaluated
and comparisons are made with each other. Doria (2010) explained that having more information
is a way of getting customers as well. Because of the Internet, it is possible for the customer to get
any information from anywhere of the world. Therefore, it would be easier to get more customers
if companies can provide more information through their websites, salesmen or other marketing
and communication strategies. Shil, et al, (2012) argued that consumers now basically search for
retailers selling similar products for comparing with each other’s products. Cunningham, et al
(2011) studied that branded shops like Wal-Mart, S&P, Tesco, Asda, Argos are the most preferred
having branches of stores and years of reputation while talking about day to day consumptions
items like food, medicine, apparels, home appliances etc. Analysing different retailers, a potential
customer next selects the best supplier offering best price. Bech-Larsen and Grunert (2008) studied
that price and quality are the only two determinants of this selection process whereas Brown (2009)
disagreed saying that brand loyalty comes to influence the selection stage of buying behaviour.
This seems interesting and contradictory with the previous arguments about buying process
because it is proved that the step by step psychological process of purchasing product is not suitable
if customers have special preference for any specific company. In the next step of purchasing
process, customers visit the company store or look for e-commerce sites. This stage is of vital
impact because researchers like Cunningham et al (2011) think that a good website with adequate
ecommerce facilities can bring more success to the business than traditional brick and mortar
businesses. In case the customers are not adequately satisfied with the convenient purchasing and
external and internal environment of the stores, it is least likely that the satisfaction level of the
consumers will be increased. If the customers are satisfied with their products or services, they are
more likely to purchase again or to tell others to purchase, engaging in word-of-mouth marketing.

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2.6 Different buying behaviours
Many researchers of consumer behaviour have described and classified consumer buying
behaviour differently. One of them Hu (2011) analysed that these different buying behaviour
impact on a company’s overall product sales differently. Another researcher Scarpa et al (2008)
gave a very different opinion. He described that the effect due to the individual buying decision is
not strong enough on the overall supply demand condition even for a single product of a store.
Shill, et al (2012) told that some socio-cultural variables affect the buying behaviour most. He
classified buying behaviour on the basis of psychological factors. He argued that it is totally
psychological as it is the choice of one person whether he or she should select and buy a product
or not. In the meanwhile, a team of researchers including Sauerborn, et al (2013) revealed some
buying behaviours like complex buying behaviour, variety searching buying behaviour, habitual
buying behaviour & dissonance-reducing buying behaviour.

Figure 2: Buying Decision behaviour

Source: Cunningham (2011)

Complex buying behaviour is defined as purchasing products by acquiring maximum information

possible and preferring branded products than anything non-branded. Doria (2010) projected light
on the fact that most of the young consumers are thinking complex issues and taking more educated
decisions before buying any product. Now they can search for some reviews of the products before

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purchasing them through Internet. On the contrary, Inman and Zeelenberg (2008) disagreed with
this concentration explaining that only luxury product’s purchasing decisions are complex rather
any other products. Elif (2010) enlarged the research and quantitatively proved that complex
decisions are taken to fulfil one’s need, because there is abundance of information on the Internet.
According to the researcher, customers take more complex decision if the products or services are
related to health care or safety than other luxury products. Individuals purchase products because
they are habitually bound to it, defined as habitual buying behaviour. Variety seeking people
normally search for different tastes. Therefore, they visit different shops and websites so that they
can be unique in their consumption. These patterns of buying behaviour can be attributed to the
upper class people’s preferences.

2.7 Factors which influence’s buyer’s behaviour

Many influential factors shape the purchasing behaviour depending on the level of involvement
with the culture and needs and necessities of the customers. Hoyer and Brown (2013) studied that
factors like family, culture, imitating mentality and necessities usually form the buying behaviour
of the consumers. According to Hoyer (2014), culture is the most profound thing to shape one’s
buying behaviour. Hu and Jasper (2009) extended this research and gave conclusion that culture
is partly important but the personal perceptions about the needs and importance of the needs are
prominent influential factors. In a research study by Inman and Zeelenberg (2008), they believed
that consumers’ attitude and individual beliefs fixes what they will likely buy and what they will
likely not. This conclusion indicated that culture is the most prominent aspect of individuals’
profile that pushes a buyer to purchase. Khraim (2011) argued that beliefs, attitude and opinion
form the buying behaviour of the customers. Lawson (2011) focused on the direct influence on the
buying behaviour of the society by some groups of people in the society who are like the opinion
leaders or celebrity. As an example, a specific customer may prefer wearing suits like Brad Pitt.
Many a time, most to the behaviour of the customers are influenced by these groups. From the
study of Javed (2012), it was found that most of the people prefer apparel that is preferred to the
groups within a society whereas Harris (2013) placed argument that different organizations’
marketing policies influence different groups of people which then spread to many people at the
same time following others choices. McFadden (2010) found about the fashion trends of UK’s
retail customers that very few numbers of people have their own personal style; instead, it is the
fashions introduced by the companies that are taken by the people throughout the country.

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2.8 Impact of in-store Design on consumers buying behaviour
As the researcher mentioned earlier the impact of interior designs were not given importance
previously. Last decade has seen considerable changes in the business approaches for the
betterment of the company. Where sustainability is an issue rather than profitability the
innovativeness is spread. Flesch and Perea (2009) researched on the investment of the designs of
stores indicated that millions of dollars have been invested by the companies to decorate their
stores and make themselves attractive in the eyes of the customers. Interior design is related to the
perceptions of the customers which in turn affect the profitability of the company. East and
Hammond (2006) researched on the music selection of the stores and the customers’ perception.
The research indicated that music choice of the customers have implication on store visits. Brijball
(2010) had the same perception arguing that store music can attract customers to the stores.
Brackelsberg and Fowles (2007) suggested for the survey about the preferences of the customers
before selecting any play track. A different survey also indicated that most of the customers of the
large restaurant prefers plain soundtrack rather noisy one in case of family or romantic meal. A
research on the store furnishing and the store visits also indicated the same. Boyce (2010) argued
that sophisticated customers prefer stores to be decorated in a manner that can match with their
preferences. Tesco and ASDA researched on the preferences on the customers’ satisfaction with
an open ended interview in different times. The survey indicated that most of the customers are
sensitive about the stores design and they even can change their selection if the interior decoration
of the stores is not satisfactory. Store lighting is also related to the mental refreshment (Marshall
and Baker, 2006). Most of the medium restaurants prefer less bright lighting in their restaurant in
order to ensure mind’s relaxation and attracting customers. Lastly, product decoration is an
important element of interior design. Even a large store with lots of products may fail to attract
attention if the decoration is not up to the mark. Beasley and Shank (2007) indicated that customers
want convenient decoration of the product so that they can easily find out what they look for.
Moreover, store colour and choice of the wall mate and showpieces can also reveal the aristocracy
of the store and can attract customers well.

Consumers purchase decision is the decision regarding pre-purchase, purchase and post purchase
decision. This is perhaps the most important decision in marketing because studying purchase
decision makes marketers clear about the factors affecting the decisions of the customers. Pre
purchase decision starts with the information gathering phase of customer where a potential

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 customer tries to get as much information as possible (Rajagopal, 2011). In this phase loyal
customers can effectively work as the implied marketing tools providing better information. Post
purchase decision includes repeatedly purchasing the product from the company or declining the
products in the next purchase and change shop thereby (Leisen and Prosser, 2014). This phase
depends on the fulfilment of the commitment of the company. Purchased decision is answering
several questions like the amount of purchase, location to purchase, things to purchase and
frequency to purchase. This decision is affected by the promotional activities of the business.

2.9 Research paradigm

Store lighting

Consumers’ Buying decisions and

Music System
repeat purchase
Preferences
Store furnishings

Products’ Arrangement

Figure 3: Research Paradigm

Source: Arya and Iskandar, (2013)

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In this figure, it is shown that various aspects of in store design have impact in customer buying
behaviour. These can be independent variables like store lighting, music, Furnishing as well as
product arrangement. If these arrangements regarding in store design are maintained properly by
the firm, then consumers also provide a positive attitude towards the firms offering which is a
dependent variable. A good interior design can attract the customers & make a chance for the firm
for enjoying the repeat of the buying process of the customers. Customers’ positive perception
about store is effected by the interior design of the shop & this will influence them to purchase
more the firm’s products & services. Positive perception about the firm that is created by the in
store design can create a positive buying environment for the consumers for buying several times
from the same shop (Arya and Iskandar, 2013).

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2.10 Conceptual Framework
Variables

Interior Design The feel and look of the internal design of a store
is known as interior design of the stores. It can be
as physical as the colour of the wall and floor,
furniture of the stores
Independent

Furnishing is related with the decoration of the

Furnishing store with furniture

Music
Background music system that plays on store

Lighting Keeping adequate lights to make the store clear

Product Decorating the products step by step in the store

Arrangement

Consumers' What customers like to buy

Preference
Dependent

Coming to the store again to buy after the first buy

Repeat Purchase

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3. Research Methodology
Methodology section of the research describes the techniques or structure of the research related
to the construction (Brearley, 2008). This section will briefly describe the research method,
research approach, research philosophy, data collection, limitations, ethical issues & sampling of
the research. The researcher will try to focus on the justification of the methods that he is
considering to pursue. Detail methods will be presented in the dissertation.

3.1 Research Philosophy

The philosophy of the research means the perceived reason of the research and the usage of the
results of the research. This justifies what is to be done in the research and should not be done.
The research philosophy can be categorized from two major parts- Ontology & Epistemology
(Morrison et al,.2009).

Ontology: The interpersonal realities are concerned along with the social arguments under this
approach. The intensive monitoring of social issues concerning the real time barriers at
accomplishing the research were proved essential and helped to develop archetypes empirically.

Epistemology: The executions of understanding from the given level of knowledge have been
identified as the major centre and concern for the researchers. This approach is viewed from two
major concerns as well (Creswell, 2009).

Positivism: The derived hypo paper developed using the traditional papers are defined under the
positivism approach. The three major core issues are, Authenticity, logic and experiences.

Interpretivism: The process of designing actual authenticity and complexity from social
interactions where the research arguments are shed lights on (Phillips and Stawarski, 2008).

The researcher is very concerned about the reliability issue which indicates that considering any
assumptions for the research is inappropriate. On the other hand, this is an academic research
where the researcher does not possess a professional knowledge about researched topic. The
absence of assumptions and previous experience allow that the researchers have used positivism
philosophy. According to this philosophy, the researcher has focused on real data prevailing in the
environment and put a conclusion about the real situation only.

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3.2 Research Approach
As per Creswell (2009), related queries on the significant ideas of the firm in creating the research
is recommended by the research approach. Either inductive or deductive approach can be used by
the researcher in gathering data for the research & using that info for the research work. As per
Bryman & Bell (2007) in inductive methodology the analyst gathers information then examines
this information utilizing customary or individual perspective of information examination. At long
last the researcher creates inductive decisions focused around the gathered information. Despite
what might be expected Tornhill (2009) included that the deductive methodology manages the
information examination utilizing hypothetical suppositions as well as encounters to form decision
which are deductive in nature.

In this study, the researcher has used the deductive approach. As impact of in store design on
consumers is already an established theory. The researcher wants to found this on Selfridges & co.
so deductive approach suited it most.

3.3 Research Type

There are many types of research like exploratory, case study, historical, evaluative & narrative
research. Case study type research is mainly based on a case related to the company, by answering
several questions the researcher recommends about the issue (Haase, (2005). Historical research
is about studying the past trend and relating recent trend with the past trend. This research will be
exploratory in nature. The researcher investigated about the interior design related variables and
related theories with the researched data to prove the hypotheses of the research. The researcher
used quantitative research method for the research. The data were numeric in nature which would
be helpful for running statistical analysis very smoothly with the help of several data analysis
software. Again, the researcher did not want to be questioned for the qualitative research as
personal judgement would be a matter for the research if used.

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3.4 Data collection process
There are many data collection methods started from personal interviews, survey, brainstorming,
conferencing etc. each of the techniques has their merits and demerits (McGee, 2007). Here the
researcher would use questionnaire approach to collect need data. Survey questionnaire was filled
up by the respondents not physically but via online. Questionnaire only included closed ended
questions starting from 1 to 7. 1 will justify the strongly disagreeing and 7 will justify the strongly
agreeing response of the respondents. To avoid problems of quality check-ups the researcher used
only primary data. The data were gathered in numerical form and were also be presented in
numerical form.

3.4.1 Data Sources

Lai (2004) said that sources of data discuss the declaration as well as actions about the place from
where the data is gathered to make the entire research process easier. Bennett & Thiele (2002)
added that data collection can be done through primary & secondary sources. Essential data can
be provided by the primary sources & additional data is collected through the secondary sources.
In this research, on the effect of interior design, the gathering of main data for Selfridges &Co,
UK will happen through the primary sources by the researcher.

Aimed at this the greater part of the information is the primary source founded as well as
sophisticated through indispensable methodology on the grounds that the researcher’s goal is
creating the exploration with real and reasonable perspective. Moreover, secondary information
was gathered from the sources that have backhanded impacts with Selfridges &Co, UK like sites
of Selfridges &Co, UK, Newspaper articles, and magazines and upgrade explanations as of
additional checked sources (Bentler& Chou, 1987).

3.4.2 Data designing

The questionnaire was used to collect the data from the respondents of the sample who took part
in the research. Primary data helped in developing questionnaire. The statistical design of the
research was made through the qualitative and quantitative data that was gathered for conducting
the research. The respondents that selected as sample are the only source of data designing systems.

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The researcher designed the data by maintaining the updated form of conducting research
(Turabian, 2007).

Researcher wants to enhance the reliability of this study and that is why researcher will use primary
solely to conduct the study. Required data was collected by using survey investigation where
survey questionnaire was used to collect required information. Researcher accumulated customer’s
response regarding the research issue which facilitated to meet the research objectives by
answering the research questions.

3.5 Sampling techniques

As indicated by Saunders et al (2009) many sampling strategies are utilized by the researcher to
create conclusions of the survey. Arbitrary, random, stratified or quantity sampling techniques
could be used by the researcher. In non-probability sampling the random gathering of data is
debilitated that is shown in the event of probability strategies. Besides it would not be utilized to
gather from sample of populace and diminished expense existed knowledgeable. Aimed at this
outcome seemed to be predictable, more exact and good for the analysis in light of the fact that it
aids in isolating the samples in a few divisions who have diverse observations.

The researcher is very keen to prove the reliability of the research which indicates that not all
sampling techniques will be preferred by the researcher. Some techniques like convenient
sampling or justified sampling may pose question of reliability. The researcher used non-
probability quota sampling for the research. Non-probability samplings were used because the
research samples were only being the customers of Selfridges &Co. There was being no other
barriers like income barriers, sex barriers, ethnicity barriers or locational barriers. The size of the
sample for the research is 100 and the sampling processes were being non-biased. The population
was the customers of the company and the sample size is 100.

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3.6 Data Analysis
Data analysis refers to the process where data are managed to show the result. To make the research
process easier, data collected from the sample’s responses are analysed here. The overall numerical
data analysis was done by using the SPSS software for establishing an accurate result.

3.7 Data Presentation

As indicated by Watchman (2010) the data inspection determinations in communicating the
outcome as a few apparatuses. At this point the researcher displayed the outcome of data
examination utilizing a few tools that are statistical in nature such as: mean mode and medium.
Correlation analysis is used for showing the relationship among the variables. The regression
analysis was also performed for data modelling. These tools helped in coming to a conclusion
whether the data collection are positive or negative.

3.8 Reliability & Validity of Data

Reliability means the truth of the research and it states that if the research done by other persons
in same ground, the findings will be same (Saunders et al., 2009). To minimize the errors of the
research the reliability is important. Proper documentation of the findings is essential to keep the
reliability of the paper (Yin 2003).
Validity is the actuality of the response and conclusion drawn in the research findings. This is
highly important for the research to maintain the validity of the findings. To maintain the validity
there should have the collection of all findings in the process of research making. This is more or
less the sense of relevance or the actual fact (Yin, 2003). To keep the validity, the researcher has
documented all the interviews collected from the respondent of Selfridges & Co.

3.9 Ethical Consideration

The following ethical issue will strongly be maintained in the whole research. The researcher will
be aware of the guided ethical framework and the research will be non-manipulated in every aspect.

 Theories were collected and reviewed only from reliable sources

 A completely fair sampling was used
 Data were not manipulated in any case
 No disclosure of demographic information was being there

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  Sample respondents were not bribed or otherwise manipulated by the researcher
 The researcher did not force anyone to response
 The reason of the research was duly notified before the survey took place
 The research paper was unique and made by personal effort
 The research will only be used for academic purpose nothing else

Summary
Managing the interior design properly of the store is a very important issue you attract the
customers towards the store & influencing their buying decision. The company should work hard
to develop its interior design. It will help the store to make their product more focusable for the
customers. This will provide an advantage in future competitive situation. Hence, the research
methodology was worked for showing the gap that was found between the consumer’s
expectations & organization’s performance. Research methodology can provide small
recommendation regarding this aspect. The point of purchase & self-design can help to improve
the in store design of the company.

4. Result
Various figure and tables are used here to discuss the collected data. Short forms used by the
researcher in the data analysis are displayed in the appendix part broadly beneath the questionnaire
part of the survey. What researchers have found in conducting research are given below:

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4.1 Furnishing
Furnishing is a vital element of in store design that increase interests of the purchaser in addition
to effects them to purchase from the similar store repeatedly. What the researcher found regarding
this at the time of collecting Selfridges &Co, UK’s data is given below:

Base on survey as well as the examination, the researcher originate that 35 individuals approve
using Furnishing1 (Interior furnishing can set positive image in the minds of consumers), 22
remain neutral towards the survey question. Again 22 people answered somewhat agree by the
survey question. In the section of Furnishing2 (I prefer stores with attractive furnishing choose),
researcher founded the mean was 5.87 as well as it is a positive sign of the influence of indoor
furnishing as an interior design of the customer purchase decision in the fashion stores.
Respondents about 31are agreed with it, 25 defendants stood strongly agreed for it. Similarly, in
the Furnishing3 (Furnishing of the stores can be helpful to intensify the appeal of the products),
35 people agreed for it, number of respondents of somewhat agree with the question are 25 besides
2 respondents were found to answer as strongly disagree with it.

In the area of Furnishing4 (Top management seems very concerned about choosing proper
furniture, curtains and showpieces where necessary), 27 respondents were found who agreed over
it, 14 respondents said they were strongly agreed, 15 people remain neutral and 2 showed strongly
disagree opinion with it. Within each situation, the mean remained within 5.87 to 6.21. That
showed a wholesome hint of the positive outcome and positive response concerning the influence
of store’s furnishing on consumers purchasing behaviour.

As the consumer goes shopping by themselves and choose their product by their own choice, thus
furnishing works as a major factor in fashion house and fashion industry. From the previous
discussion we can see that the furnishing and decoration works more refined and striking for
Selfridge & Co when the company becomes able to uphold a special system to find the products
easily for customers. The average mean of customer response of the furnishing of Selfridge & Co
was 6 who find their furnishing and decoration system attractive and pleasing. It is also founded
by the regression system that the furnishing of Selfridge & Co has a positive impact on the
behaviour of the buyers. As the furnishing system is more lucrative than other companies,
customers are more willing to buy products from Selfridge & Co comparing to the other shops.
From the above discussion it can be settled that the furnishing and decoration system of Selfridge

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& Co is pleasing and it has a great impact on the buying decisions of its customers. A research of
Babin (2008) indicated that how smart and elegant of the furnishing system of the company is
considered by its customer as the most significant thing, especially in case of fashion house and
luxury products.

Table 1: Furnishing

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 40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7

Furnishing1 Furnishing2 Furnishing3 Furnishing4

Figure 4: Percentage of response of the customers on Furnishing

4.2 Music
Music is an important component in the interior design & place an impact on consumer buying
behaviour. Researcher’s output regarding music is shown below:

34 respondents reacted that they were agreed with Music1 (I prefer super stores which has strong
senses in music for interior play) wherever 38 showed that they were agreed with Music2, 32
people in Music3 and 42 said agree along with Music4. 20 each for Music1, Music2 (Music system
are adjusted periodically) and 28 for Music3 (Store executives takes consumers' preferences to
choose music) and 36 for Music4 (Interior music is important to provide a sense of perfection in
shopping) said that they were strongly agreed. 26, 23, 21 and 14 respondents separately reacted
that they went for somewhat agreed with Music1, Music2, Music3 and Music4 were 4, 2 and 3
people of the sample individually answered that answered that they were strongly disagree along
with Music1, Music2 and Music3 however just 1 respondents of total sample answered that he was
strongly disagree with the review question Music4. The mean of Music1 is 5.31, Music2 is 5.49,
Music3 is 5.47 and Music 4 is 5.45. It refers a positive client reaction in regards to the effect of
music on their purchasing conduct. Emulating figure additionally delineates this result.

Music puts a good mood on the customers while shopping in a fashion house. So Music is a very
sensitive matter in different business organization especially in the fashion industry. Though all

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shops don’t use an integrated music system, it is very important for a Fashion store like Selfridge
& Co to use a special music system. From above discussion in can be concluded that most of the
customers like the music system of Selfridge & Co but they believe that music has a little effect
on the buying behaviour of their customers. Customer mostly likes music while doing shopping in
a super shop because they stay there for a long time. So it also can be assumed that if the customer
likes the music selection of the shop they tend to stay there for a long period of time and like to go
their more often to shop. The customer of Selfridge & Co likes to be in the shop because they like
the music choice of that shop which does not let them to be bored while shopping. Therefore,
music has a considerable effect on the buying behaviour of customer but in comparison to
furnishing and decoration this one is not up to the mark. Again, according to Babin (2008),
customer takes a bit longer period to find out their desired item in a fashion house and if they like
the music collection, they tend to stay longer and buy more things from that shop.

Table 2: Music

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 7

0 5 10 15 20 25 30 35 40 45

Music4 Music3 Music2 Music1

Figure 5: Percentage of response of the customers on Music

4.3 Lighting
Lighting is another component of in store design that similarly shakes the consumer purchasing
decision as well as the researcher discoveries about this component is showing below.

According to the table on lightening1 (Lighting system of Selfridges & Co. stores is very
attractive), 13% consumers were strongly agreeing, 32% consumers were agreeing as well as 31%
respondents were somewhat agree & 4% respondents were strongly disagreed with it. Regarding
FSC Lighting2 (Interior lighting can create a soft and cosy image in consumers' mind) 30%
consumers were somewhat agree, 38% consumers were agreeing and 8% consumers were strongly
agreed wherever 4% of the total sample were disagreed on it and 2% of total consumers were
strongly disagreed with this variable.

Similarly, the rate of Lighting4 (Selfridges &Co choses interior lighting system by thinking of
consumer’s' preferences) can likewise translate and the normal of the reacts are 5.45 for Lighting1,
5.62 for Lighting2, 5.54 for Lighting3 and 5.89 for Lighting4. In this way, the mean is very nearly
5.5 in the majority of the instances of the lighting and it shows that the shoppers saw that the
lighting makes a positive impression amongst them and affects their purchasing conduct.

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While the buying decisions of customer are greatly influenced by the mode of the customer, the
lighting plays an important role because it influences the mode of the customers. Lighting impact
on the customers’ mode and thus ensures that they stay for longer period of time in the store
Nesdale, et al., (2011). Most of the customers of Selfridge & Co like the lighting system of the
company. As the lighting system of Selfridge & Co is very mild and attractive, they think it helps
them to do their shopping properly. The lighting system of Selfridge and Co is very effectual, but
the regression coefficient is 0.19 which indicated that it has less effect than the interior designing
of the store. Selfridge & Co focuses on lighting specially because in impacts positively on the
mode of customers. In the research of Harrell, 2013, it is founded that most of the customers make
their buying decision going on the store, so if an effective lighting and music system can hold the
customers longer it will be very profitable for the company.

Table 3: LIGHTING

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 40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7

percentage of Lighting Lighting1 percentage of Lighting Lighting2

percentage of Lighting Lighting3 percentage of Lighting Lighting4

Figure 6: Percentage of response of the customers on Lighting

4.4 Product Arrangement (PA)

Product arrangement in the store is another component of interior design which has direct effects
on the consumers purchasing behaviour. Researcher findings regarding this variable are given
below.

While shopping in a fashion house, customer have to look for the right product and make their
decision themselves to buy it (Karen &Machleit, 2010). So product arrangement has their impact
on the customers’ behaviour. A product arrangement where a product is hard to find can influence
the customer negatively. Maximum customer of Selfridge & Co can find the product arrangement
of Selfridge & Co very suitable, as they can find their desired product easily. So they like to buy
product from Selfridge & Co rather than other shops as it takes too long time to find out their
desired product there and most of the customers does not like to spend too much time only to find
the right product. The product arrangement of Selfridge & Co is very friendly and easy for its
customers. Selfridge & Co displayed their product according to different category and brand,
which helps their customer to find right kind of product easily. Thus it can be presumed that the
product arrangement system followed by Selfridge & Co is very effective for its customer which
influences the customers buying decision positively ad create a good brand image of Selfridge &
Co in their mind.

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Through the table as well as graphical exhibition, 23 customers for every section were agreed with
PA1 (systematic Products arrangement is preferred by typical customers) and PA2 (It is very
convenient that Selfridges &C’s products arrangement in their stores is very well) correspondingly
where 28 consumers for every one were somewhat agree with it. 9 customers were neutral and 3
consumers were somewhat disagree regarding the question of survey of PA1 and PA2. In PA3
(alphabet, quality &sizes are some perimeters of arranging products which is used by Selfridges
&Co) and PA4 (I visit these stores a lot because I can easily find whatever I need without wasting
any time or even asking the staffs), 24 and 25 customers remained strongly agreed along with the
survey whereas 22 as well as 32 people were agreed. 9 and 17 consumers kept their opinion neutral
with the survey. For each section, the mean differs from 5.65 to 6.12 that keep displaying response
which was positive of the consumers concerning the influence of product arrangement on
consumers’ purchasing decision. The figures situated below are showing these more accurately:

Table 4: Product Arrangement

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 35

30

25

20

15

10

0
1 2 3 4 5 6 7

percentage PA1 percentage PA2 percentage PA3 percentage PA4

Figure 7: Percentage of response of the customers on Product Arrangement

4.5 Consumers' Preference (CP)

Customer preference influences consumers’ purchasing decision and while analysing Selfridges
& Co. the data researcher had gotten is shown below:

Table & graphical visualization was used to show the research findings. It was shown that 27
respondents among the 100 samples are agreed with CP1 (I prefer Selfridges &Co more than any
other super-stores) wherever 21 people said that they were somewhat agreed & 21 consumers were
remained neutral with it. Similarly, there were 30 & 13 people were agreed with CP2 (The interior
store environment pushed me to buy more from the stores) & CP3 (High quality of products and
well furnishings of stores attract me to prefer these stores). 18 & 30 were said that they were
somewhat agreed with CP3 & CP2 the survey question, besides 39 and 28 were strongly agreed
with CP2 & CP3.

The Means of the data were 5.5, 5.59 and 5.43 correspondingly for CP1, CP2 then CP3
individually. This shows that more than positive criticism and beneath concurs with the
announcement. It can be characterized as a positive response besides the respondents reacted that
they agreed with that purchaser preferences influences their purchasing conduct.

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Customers have to choose the right product before thinking to buy it. The regression coefficient is
0.82 which indicates that the customers’ preferences are highly influenced by the interior design
of the Selfridge & Co. It also shows that customers of Selfridge & Co like the design of the
company which is almost 82% and thus prefers to buy product from here. If the store provides
proper lighting and music system, it will help them to hold customer for long time thus will help
them to find the right products. The customers of Selfridge & Co tend to feel comfortable while
shopping the store as they find their product easily and their lighting and music system appropriate.
From the research of Meryl and Siomkos (2005), we can found that customers preferences are
highly influences by the display and arrangement of products and the also the interior design also
effects their mode. Thus it can be said that the store design of the company influences heavily on
the customers buying decisions.

Table 5: Consumers' Preference

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 45
40
35
30
25
20
15
10
5
0
1 2 3 4 5 6 7

percentage CP1 percentage CP2 percentage CP3 percentage CP4

Figure 8: Percentage of response of the customers on Consumers' Preference

4.6 Repeat Purchase (RP)

Repeat purchase refers the crucial aspects of showing consumers’ behaviour & the data analysing
of Selfridge & Co’s by the researcher is given below:

The researcher got from the research report that, around 11 consumers agreed with RP1 (Selfridges
&Co is very decent that I love to purchase products from the stores) wherever 12 customers were
somewhat agree with it. 21 remained neutrals on the survey and 37 customers were strongly agreed
with it. The Mean is 6.01. 35, 24 as well as 45 consumers replied that they were agreed with
survey question RP2 (I will be loyal to the company because of their interior-design and hospitable
interior looks), RP3 (Revisiting the stores is very enjoyable) and RP4 (Interior design of Selfridge
stores is so consumer friendly which let me visit the stores more and more) correspondingly
wherever 11 were strongly disagreed along with RP1 2 consumers both for RP2 and RP4 besides
1 respondent among the huge sample responded that he was strongly disagree with RP3. 21, 7, 15
as well as 13 consumers remained neutral over the survey question RP1, RP2, RP3 as well as RP4
individually. Again the mean remained within 5.59 to 6.01 & which was also the signal of the
positive response concerning the influence of repeat purchase on purchasers’ purchasing decision.

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From the diagram and table, it is unblemished that all the buyers who were partaking in the survey
demonstrated some positive reaction about its effect on purchasing choice. Mean reactions
additionally delineate this unmistakably that buyer’s reaction were absolutely positive with respect
to this variable.

Customers tend to visit a shop more often if they find it comfortable for their shopping. And from
the above discussion we can say that customer buying decision I influenced by different factors
like furnishing, decoration, music etc. Maximum customers of Selfridge & Co like the music,
lighting system and the interior decoration of the store. All of these factors makes the customer
like the Selfridge & Co and influence them to visit the shop again. The physical arrangement of
Selfridge & Co is also friendly and easy. So all the design related factors of the store is much
appreciated by its customers that is specified by the adjusted R square of 4.86 and which also make
them comfortable to shop in the Selfridge & Co again. According to Dhruv and Baker (2004), the
behaviour pattern of customer changes over time while the design of the store influences their
buying decision significantly.

The result shows that in store design of Selfridge & Co has the affirmative effect on the customer
buying behaviour. The store design helps to change the customer to change their mode and thus
makes them to stay longer in the store. And the proper arrangement of products helps them to find
their desirable product in a quick time. All these factors help to create a preference in customers’
mind which influences them to visit the shop again. As the customer of Selfridge & Co find that
all these factors are positive in Selfridge & Co, they prefer the store over others and thus repeat
their visit at the shop.

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 Table 6: Repeat Purchase

0 5 10 15 20 25 30 35 40 45 50

percentage RP4 percentage RP3 percentage RP2 percentage RP1

Figure 9: Percentage of response of the customers on Repeat Purchase

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4.7 Cronbach's Alpha
Researcher practiced Cronbach's Alpha to calculate the reliability regarding variables as well as it
differs from 0 to 1. This is similarly acquainted by coefficient alpha besides the standard of
measuring the data validity differs amongst the manipulators as more than a few ponders .7 as
standard wherever except those practice .5 as standard next is the Cronbach's Alpha of variables
which are used in the research.

Table 7: Cronbach's Alpha

From the overhead tabulation it is created the impression that alpha variable fluctuate in the middle
of .544 to .75 if there should be an occurrence of independent variables wherever it is around .87
for variables which are dependent. Thus, it seems to be inferred that the information that were
utilized as a part of this research seemed reliable and standard information were utilized to direct
the full research.

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4.8 Correlation analysis
To measure the strength of the relationship between the variables, researcher practiced the
correlation analysis to find out whether it is positive or negative. Correlation that results in the
middle of o and 1 as well as a correlation of .7 or extra designate that the variables have strong
correlation between them. Where a correlation that results in the middle of .5-.7 specifies modest
correlation besides a correlation that results underneath .5 shows that there is no strong correlation
between them. The table situated below shows the correlation matrix of the research. The
Correlation among furnishing & music is 0.627 and with customer purchase, it is 0.59. again, with
music, the correlation of customer purchase is 0.81 and with lightning, the correlation is 0.68, this
indicates that music & lightning system effect the customer’s decision most cause customers feel
comfort with these store environments and each independent and dependent variable are perfectly
correlated.

Table 8: Correlations Matrix

The overhead table showed that a positive correlation is present among all the variables and the
rate of this correlation in the middle of Furnishing and Music is 0.627168 wherever it is 0.889436
between Lighting and 0.608735 along with PA. Correlation in the middle of Music and Lighting

37 | P a g e
is 0.473487 as well as along with CP it is around 0.817863 then along with RP it is 0.814037. All
supplementary variables are interrelated in this way. Positive correlation is presented among all
the variables & almost in every section; the correlation matrix displays that correlation in the
middle of them moderate to strong. Yet again the correlation in the middle of CP as well as RP is
0.537 besides it refers that there is a positive correlation among the dependent variables and
moderate to strong correlation are present among the variables with each other.

4.9 Regression Analysis

Consumer’s Preference (CP) as well as Repeat Purchase (RP) is measured as dependent variables
and subsequent is the regression model about these two variables:

4.9.1 Regression for the dependent variable Consumers’ Preference (CP)

Consumer’s Preference (CP) is the dependant variable in this study & the table situated below
displays that the value of regression is 0.825625 as well as it recommends that independent
variables has an effect on the dependent variable by 82.56%. Thus, in this research paper, the
independent variables PA, Furnishing, Lighting and Music affect the dependent variable
Consumer’s Preference (CP) by 82.56%. It refers that independent variables ensure particular huge
influence over the dependent variable as well as those variables influence the consumer’s
preference. The level of significance is 0.95 here. And the std. error is 0.72, which indicates that
the research result is quite positive.

Table 9: Model Summary for the dependent variable Consumers’ Preference (CP)

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The coefficient table stated below displays the separate consequence over the dependent variables
Consumer’s Preference (CP). This chart proposes that each variable consumes certain consequence
over the dependent variable nevertheless this differs from variables to variables. Now the
Furnishing consumes the beta of 0.923248, Music0.411609, Lighting0.632314 and PA consumes
a beta of 0.533543. So, the maximum noteworthy influence is Furnishing However Music
consumes the slightest weight on Consumer’s Preference. Therefore, every variable put certain
influence over the dependent variable especially in Consumer’s Preference (CP).

Table 10: coefficient for the dependent variable Consumers’ Preference (CP)

4.9.2 Regression for the dependent variable Repeat Purchase (RP)

If Repeat Purchase (RP) is considered as the dependant variable, the table situated below displays
the regression value is 0.468523 then it advises that independent variables has the influential
powers over the dependent variable by 46.85%. Therefore, now the independent variables PA,
Furnishing, Lighting and Music influence the dependent variable Repeat Purchase (RP) by
46.85%. So it is shown that independent variables ensure specifically a noticeable influence over
the dependent variable as well as those variables influence the Repeat Purchase (RP). The level of
significance is 0.95 here. And the std. error is 0.21, which indicates that the research result is
perfect and in store design has greater impact over the customer buying decision.

39 | P a g e
 Table 11: model summary for the dependent variable Repeat Purchase (RP)

The coefficient table stated below displays the individual variables influence over the dependent
variables Repeat Purchase (RP). The recommendation from the table is each variable devours few
consequences over the dependent variable nevertheless it differs from the variables to variables.
At this point the Furnishing consumes the beta of 0.750058, Music 0.339179, lighting 0.453734
and PA has a beta of 0.659673. So, the greatest noteworthy consequence was available through
Furnishing However Music has the lowest effect on Consumer’s Preference. Therefore, every
variable put certain influence over the dependent variable especially in Consumer’s Preference
variable and all these variables ensure certain influence on dependent variable especially in Repeat
Purchase (RP).

40 | P a g e
 Table 12: coefficient for the dependent variable Repeat Purchase (RP)

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5. Conclusion and recommendations

5.1 conclusion
All the research shows that all the store design of Selfridge & Co has its convincing impact on the
buyers’ decision makings. The lighting system, music collection of Selfridge & Co makes its
customer feel comfortable while exploring in the store, thus makes them staying period longer. So
it can be easily assumed that the light, music and decoration has its effect on the buying behaviour
of Customer. Again the product arrangement and categorization of Selfridge & Co is much user
friendly. They categorize it according to brand, size etc. So the customers of Selfridge & Co can
find their desired product very easily and quickly.

Another good attributes of Selfridge & Co is its decoration. The decoration system of Selfridge &
Co is very attractive and it has a satisfactory impact on its customer. The decoration impacts on
the mode of the customer. Sometimes a good fashion house loses its customers because of its
inappropriate and messy decoration. The test and demand of the customer change with in time.
Selfridge & Co tries to find out the changing pattern of its customers and act accordingly. It
changes it whole system to provide a comfortable environment to its customer while staying on
the store.

From the initial objectives and hypothesis set by the researcher, the result has been drawn. Here,
the research hypothesis H1 is acknowledged which indicates that the consumers of Selfridge & Co
is highly pleased with the in store design and they express the positive message to others regarding
the Selfridge & Co. As every element of the research is thoroughly analyzed, it can be presumed
that the first objective of the research has been met. After considering different elements and their
effect on the buyers’ behaviour, it can be said that the third objective of the research as ben met
too. Therefore, the fourth objectives of the research to find an appropriate way to improve current
design pattern of the store will be discussed in the recommendation part presented below.

5.2 Recommendations
Now-a-days, the power of the market is shifting towards customer. And their demand to be fulfilled
also varies over time. Their preferences also shift from one zone to other swiftly. So the Selfridge

42 | P a g e
& Co should pay more attention on what types of services customer demands now. As the mode
and psychology of customers mainly influence their buying decision, Selfridge & Co focus on
their customer need more. While designing a new store, they should carefully consider the
anticipation of their buyers. Some recommendations are presented below which Selfridge & Co
can follow while designing a new store to impact on the buying decisions of their customers.

 They can arrange different types of lighting system in their shop. As the lighting system
changes the mode of the customers, they can use different shades for different time. Again
they can use type of lighting, one for day and one for night. But should also be careful that
the different light should not effect on the buying decision negatively. For example, the
colour of clothing can change after it is being bought because of different light. It may
impact on losing customers. However, the current lighting system of Selfridge & Co is
very appreciated by its customers.
 Music helps a crate a good environment in the shop thus effects on the mode of the
customers. Music creates a better mode of shopping for customers. But the tastes of music
differ from one to other, like some shopper prefer Rock music, some prefers POP, some
prefers SOLO music and other prefer instrumental. Hence, Selfridge & Co should try to
make a god playlist combining different kind of music, so different people can enjoy them.
They also are careful about it so that the customer does not get bored and bothered from it.
They can use some professional help to create the music playlist for customers. Though it
may create some extra costs, it can also raise the revenue of the company too.
 Selfridge & Co can pay more attention on their product arrangement as it helps the
customers to find their desirable product easily thus effects on their preferences. Selfridge
& Co can provide an electric navigation system to its customers when they come in the
shop, so they can find which product is located where and how much does it costs. It makes
the customer to shop more easily. They also can categorize their products according to size,
price, season, colour etc. Above all, they should try what types of arrangement the customer
prefers. They can collect the view of customer by conducting different survey but they
should not push their customer to participate in it unless they are willing to do it.
 The internal design of the store is also an important aspect. As the current decoration
system of Selfridge & Co is striking to its customers, they should try to make it more
attractive. They can try to use different types of colour combination for their store. Again

43 | P a g e
 different types of colour are appreciated by different people. So they should keep it in their
mind too. For example, Selfridge & Co can use a colour for men section in their store while
using another colour for women and baby sections. They can use some deep colours in the
men section and some bright and light colour for the women and baby sections. These
factors should be considered properly while designing the store of Selfridge & Co. Above
all, they should give more priority of customer demands and need. If the decoration creates
a comfortable environment to its customers, they may stay a bit longer than usual and in
long run which may create a better opportunity for the company.

5.3 objectives
The primary objective of the research project is to analyse the interior designing strategies of
Selfridges &Co to attract customers. This objective was fulfilled as the researcher mentioned the
various results of the customer impact towards the organization.

Another objective of the research study is to investigate the impact of store’s interior design on
consumer purchasing decision. The researcher has showed various ways that how the interior
design of any organization can improve the buying decision of the customers. some of the other
objectives for the research project is to critically analyse the look and feel of the store related to
the customer’s satisfaction and loyal and what to recommend Strategies and ways for Selfridge
Co. about their interior designs

5.4 Limitation of the study and Further research

In spite of the full exertion of the researcher, several limitations were seen in the research process.
As indicated by Siomkos (1985) the professional researcher just can provide labour for the
lessening of limitation yet the full evacuation is unrealistic. Presence of biasness in data
accumulation in primary sources might take place in the full research. Actually the samples’
perception might not adequate for the investigation as bigger respondents may deliver the
improved results is known to all. Once more, the greater parts of the samples are devouring same
type of perceptions which foresee the outcome in wrong proclamations. Another limitation was
regarding the secondary sources. These might be providing a prediction about the research result
44 | P a g e
before it was completed. Here, the researcher did the research on how store interior design can
have an impact on consumer purchasing decision but the researcher did not have sufficient time
and the knowledge of the researcher was limited. On the other hand, the researcher found positive
and negative results for the store interior design but the deep analysis on a specific tool like
personal selling is required. So, the researcher would like to do the research in the future on how
store interior design can be more effective and how this can be more dominant to influence the
consumer buying behaviour. So, if the research finds any scope in the future then the researcher
will do the research on the store interior design and its impact on the consumer buying behaviour.

45 | P a g e
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Appendices

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 Serial Number:

Survey Form

“Investigation of the impact of store interior design on consumer purchasing decision: A case
study on Selfridges &Co, UK”

Dear participant,

I am conducting a survey for realizing different factors that make the better in store environment
of a retail store. The questionnaire is completely anonymous and prepared only for my academic
dissertation. The topic of the dissertation is “A Study Examining the impact of In-store design
on fashion industry’s Consumers Buying Behaviour - A Case of Selfridges &Co, UK”. It
would be of your kind if you spent few of your valuable time to express your opinion concerning
the survey questions.

Participant’s Socio Demographic Profile

1. What is your Gender?

฀ Male

฀ Female

2. What is your nationality?

฀ British (UK)

฀ American

฀ Asian

฀ Other European

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 ฀ African

3. What is your age group?

20-25

25-30

30-35

35-40

Above 40

4. What is your annual total household income?

£10000 and bellow Lower class

£10001-15000 Lower Middle Class

£15001- 2000 Middle Class

£20001-30000 Higher Middle Class

£30001 and above Higher Class

5. What is your educational background?

School Dropped

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 Primary School

High School

Intermediate level

Graduate

Please rate the following questions with respect to in store environment of M&S.

Codin Questions strongl disa some neu some ag stron

g of y gree what tral what re gly
Quest disagre disagr agree e agree
ion e ee
Section 1: Store Lighting
Q.01 Lighting system of Selfridges 1 2 3 4 5 6 7
& Co’s stores is very attractive
SL1

Q.02 Interior lighting can create a 1 2 3 4 5 6 7

soft and cozy image in consumers'
mind
SL2

Q.03 Selfridges &Co choses 1 2 3 4 5 6 7

interior lighting system by thinking
of consumer’s' preferences
SL3

Q.04 Products look shiny and clear 1 2 3 4 5 6 7

because of attractive lights which
increases the appeal
SL4

Section 2: Music System

Q.05 I prefer super stores which has 1 2 3 4 5 6 7
strong senses in music for interior
MS1

play
Q. 06 Music system are adjusted 1 2 3 4 5 6 7
MS2

periodically

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 Q. 07 Store executives takes 1 2 3 4 5 6 7
consumers' preferences to chose
MS3

music
Q. 08 Interior music is important to 1 2 3 4 5 6 7
provide a sense of perfection in
MS4

shopping
Section 3: Store's Furnishing
Q.09 Interior furnishing can set 1 2 3 4 5 6 7
positive image in the minds of
consumers
SF1

Q.10 I prefer stores with attractive 1 2 3 4 5 6 7

furnishing choose
SF2

Q.11 Furnishing of the stores can be 1 2 3 4 5 6 7

helpful to intensify the appeal of the
products
SF3

Q.12 Top management seems very 1 2 3 4 5 6 7

concerned about choosing proper
furniture, curtains and showpieces
where necessary
SF4

Section 4: Product's arrangement

Q.13 systematic Products 1 2 3 4 5 6 7
arrangement is preferred by typical
customers
PA1

Q.14 It is very convenient that 1 2 3 4 5 6 7

Selfridges &C’s products
arrangement in their stores is very
well
PA2

Q.15 alphabet, quality &sizes are 1 2 3 4 5 6 7

some perimeters of arranging
products which is used by
Selfridges &Co
PA3

Q.16 I visit these stores a lot because 1 2 3 4 5 6 7

I can easily find whatever I need
PA4

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 without wasting any time or even
asking the staffs

Section 5: Consumers' Preferences

Q.17 I prefer Selfridges &Co more 1 2 3 4 5 6 7
than any other super-stores
CP1

Q.18 The interior store environment 1 2 3 4 5 6 7

pushed me to buy more from the
stores
CP2

Q.19 High quality of products and 1 2 3 4 5 6 7

well furnishings of stores attract me
to prefer these stores
CP3

Q.20 I tell others about the designs, 1 2 3 4 5 6 7

quality and services of the company
CP4

Q21: My interaction with Selfridges 1 2 3 4 5 6 7

&Co is very decent that I love to
purchase products from the stores
RP1

Q21: I will be loyal to the company 1 2 3 4 5 6 7

because of their interior-design and
hospitable interior looks
RP2

Q22: Revisiting the stores is very 1 2 3 4 5 6 7

enjoyable
RP3

Q22: Interior design of Selfridge 1 2 3 4 5 6 7

stores is so consumer friendly which
let me visit the stores more and more
RP4

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