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Title: Store layout and its impact on consumer purchasing behaviour at convenience stores in Kwa Mashu
Authors: Tlapana, Tshepo Peter
Keywords: Consumer behavior;Consumer satisfaction;Convenience stores
Issue Date: 2009
Store layout is an important factor affecting consumer behaviour and a critical
determinant towards the creation of store image. Well designed layouts are extremely
important because they strongly influence in-store traffic patterns, shopping
atmosphere, shopping behaviour, and operational efficiency (Vrechopoulos et al., 2004:
13). When an inconsistency occurs, some consumers will abandon that establishment
in search of another one which offers fast, convenient and better services (Andersen,
1997: 118). Taking a more strategic approach to store layout can reap big rewards by
boosting sales, increasing customer loyalty and ultimately increasing turnover (Clark,
2003: 42).
The overall aim of the study was to ascertain if independent convenience stores in Kwa
Mashu are aware of the impact of store layout on purchasing patterns of consumers. In
order to accomplish the objectives of the study, a quantitative study was conducted at
the convenience stores at Kwa Mashu by means of self-administered questionnaires. A
sample of 400 respondents was asked questions pertaining to the study. The
respondents were selected through non-probability sampling within which convenience
sampling was applied. Conclusions and recommendations were thereafter drawn from
the literature and the findings of the study.
The results of this study show that consumers experience problems with store layout. It
was found that appearance of the store, merchandise display, store atmosphere, instore
service and accessibility are the major causes of this discomfort. Therefore, it is
recommended that convenience retail owners in Kwa Mashu attend to those areas and
see to it that necessary strategies are implemented to help customers where there is a
Dissertation submitted in partial fulfillment of the requirements for the Master's Degree in Technology: Marketing, Durban University of Technology, 2009.
Appears in Collections:Theses and dissertations (Management Sciences)

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