STORE AMBIENCE, LOCATION, AND STAFF BEHAVIOUR: THEIR ROLE IN JEWELLERY STORE SELECTION

Abstract

The jewellery sector is highly competitive, with customer shopping choices influenced by product quality, pricing,andexperiential elements, including atmosphere, location, and staff behaviour. This study examines the impact of these critical criteriaonconsumers’ choices when selecting jewellery retailers. Employing a well-organised questionnaire and a convenience samplingtechnique,data were obtained from 225 respondents. The statistical methods for data analysis include Percentage Analysis, Descriptivestatistics,Independent sample t-test to ascertain differences between Males and Females for Factors influencing Jewellery Store Selection,One-way ANOVA for significant difference among Age groups with respect to the Factors, and the Kruskal-Wallis test for significantdifference among the Mean rank of Occupation with respect to the Factors of Jewellery store selection. The studyconcludesthatjewellery merchants must implement a comprehensive strategy that combines beautiful ambience, optimal location, andproficientpersonnel to attract and sustain consumers. This study has profound effects for jewellery retailers seeking to enhancethein-storeexperience and improve their brand’s value in a changing retail landscape.