Store Layout: An investigative study on affective evaluation and customer response of hypermarkets in Nigeria

Abstract

The study investigates the relationship between store layout, affective evaluation and customer response of hypermarkets in Nigeria. Four thousand (4000) active customers drawn from the customer care database of four hypermarkets in South-South region of Nigeria serves as the population of the study, with a sample size of three hundred and fifty two, derived through the application of krejcie and morgan technique. Questionnaire was used to elicit information from respondents. Data was analyzed using Pearson Product Moment Correlation (PPMC) techniques at 0.5% error levels of significance. Findings revealed that store layout positively and significantly influenced customer affective evaluation and customer response in hypermarkets. The study concluded that store layout played a significant role on how customer affectively evaluate and respond to merchandize in hypermarkets. The study recommends that operators of hypermarkets should embrace innovative store layout strategy that will enhance customers’ affective evaluation and response in their market space.