Store atmospherics and apparel behavioural intentions: The moderating effect of urban bottom-of-the-pyramid consumers’ age

Abstract

Background: Bottom-of-the-pyramid (BOP) consumers’ significant discretionary purchases of non-essential products, such as apparel, contribute to retail growth. In a turbulent retail environment, store atmospherics presents an innovative cost-effective solution to incorporate BOP consumers’ unique motivations for desired apparel behavioural intentions to grow market share.

Aim: This study aims to fill the knowledge gap regarding a systematic review of store atmospherics on urban BOP consumers’ apparel behavioural intentions in an emerging African market. This study also proposes various purchase antecedents to attitudes, which drive apparel behavioural intentions. The moderation effect of age is investigated to understand the change in purchase antecedents related to attitudes among different urban BOP age groups.

Setting: Interviewer-administered surveys was conducted among urban BOP consumers in Namibia’s main urban areas.

Method: A sample of 881 respondents was selected by purposive, interlocking and convenience sampling methods. Covariance-based structural equation modelling (SEM) confirmed the significant relationships between all constructs in the proposed model.

Results: The systematic link between store atmospherics and urban BOP apparel behavioural intentions is primarily because of consumers’ perceived value, trust and attitudes. Urban BOP consumers’ perceived value, anticipatory emotions and attitudes are moderated by age.

Conclusion: Overall, this study sheds light on the differences between young and old urban BOP consumers and how they differ or coincide with age groups in more affluent segments. In order to adequately segment the urban BOP market, apparel retailers should emphasise on affordability, quality, emotional goal attainment and trust in their store atmospherics.

Contribution: In the broad context of store atmospherics, this study specifically uses age categories as a lens to provide valuable insights concerning age differences in urban bottom-of-the-pyramid consumers’ perception of store atmospherics which influences their apparel behavioural intentions. Further, this study solidifies that different age categories amongst urban bottom-of-the-pyramid consumers bring forth different behavioural intentions to which marketers should adapt their store atmospheric strategies.