Identifying factors affecting store traffic to enable store managers in manipulating the controllable factors to optimize in-store sales

Store atmosphere - defined by Donovan and Rossiter (1 982), and Kotler (1 973) as variables within a store that contribute to the quality of the surroundings - has received a great amount of attention from academic researchers due to its ability to attract traffic. Previous studies have tested the number of store atmosphere's variables' effect on store traffic. This project is undertaken to test the effect of the number of store atmosphere's variables on store traffic for wireless telecommunications retail stores. In addition, the project identifies which of the variables affects traffic the most. The result of this project will help managers of wireless telecommunications retail stores in optimizing traffic. Moreover, the results also serve as a basis for future research by both the retail stores and the wireless telecommunications providers, which are responsible in providing guidelines for the design of the retail stores.