Mediul de vânzare în comerţul cu amănuntul
The Retail Stores Environment

Summary/Abstract: In all forms of store-based retailing, decision relating to the stores environment is key elements of the retail marketing mix because of its infl uence upon shopper behavior. In this study we present the specifi c stores environment for modern retailing in case of fast moving consumer goods (FMCG). Our article is organized as follow: fi rst we present retail location theory; this is followed by a presentation of store layouts theory; in the third part elements of merchandising are presented; in the fourth part we dwell on elements of store design and atmosphere; fi nally we conclude with a general model of infl uence of stores environment on consumer behavior

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