Retail Atmospherics Strategy of Kfc and Bmw

A STUDY ON ATMOSPHERIC STRATEGY OF KFC AND BMW

CONTENTS:
SL NO.                                             CONTENT                                                           PAGE NO.
1.                                   INTRODUCTION TO THE PROJECT                                 4
2.                                   INTRODUCTION TO KFC                                                   6-11
3.                                   INTRODUCTION TO BMW                                                 13-17
4.                                   ATMOSPHERIC STRATEGY OF KFC                                 19-21
5.                                   ATMOSPHERIC STRATEGY OF BMW                               23-25
6.                                   FINDINGS                                                                               27
7.                                   RECOMMENDATIONS                                                         29
8.                                   CONCLUSIONS                                                                       31
9.                                   REFERENCES                                                                         33
10.                                   APPENDIX                                                                               35-36

INTRODUCTION TO THE PROJECT

Introduction to the Project
The study is based on the store atmospherics and space strategy which different retail stores follow to attract their customer and make them buy or generate interest to buy from their retail outlets.
Atmospherics and retail space management are critical to any form of retail business. Their relevance emerges from the link between the shopping behavior and physical environmental factors. Physical environmental factors, for instance, influence the perception of shopping hours spent and the evolution of merchandise. It, therefore becomes important for the retailer to effectively plan and organize...