HOW IN-STORE FACTORS INFLUENCE PURCHASE DECISIONS IN A TRADITIONAL ETHNIC RETAIL SETTING

The Indian ethnic wear market, valued at over S20 billion, remains one of the most culturally significant and economically resilient segments of Indias retail industry. While organized retail chains and designer brands have received considerable attention, limited research has examined the factors influencing consumer purchase behaviour within traditional ethnic retail environments. This exploratory study investigates how staff behaviour, store ambience, and other in-store experiential factors affect purchase decisions and conversion behaviour in a traditional ethnic retail setting in Jammu, India. Using a mixed-method approach, the study combines primary survey responses with transactional sales log data from a leading ethnic wear retailer. The research is supported by the Stimulus-Organism-Response (S-O-R) framework, which explains how retail environments influence customer perceptions and behavioural responses. The analysis evaluates the relationship between experiential retail elements and purchasing outcomes, providing insight into how environmental and interpersonal factors shape consumer decision-making. The findings suggest that positive staff interaction, personalized assistance, and a comfortable store environment significantly increase purchase completion and in-store engagement. The study highlights the importance of experiential retail strategies and suggests that mid-sized retailers can improve performance through investment in customer experience, staff training, and store design.