Abstract:
This was a small-scale research study investigating consumer perceptions to determine the reasons behind the decline in foot traffic through the Inside Out Windermere store.
The retail space within the economy has shifted from physical to online stores. This is caused by the rapid growth of trusted online shopping platforms and the lack of free time available for consumers. Previous studies have determined factors which cause a decrease in foot traffic, however in this study only three factors have been explored. These are location, competition and advertising and promotion.
The methodology of this study was a qualitative approach. The researcher conducted one-on-one interviews to gain an in-depth insight and understanding on how location, competition and advertising and promotion can affect consumers perceptions and overall foot traffic for a business.
The research findings showed that location, competition and advertising and promotion are key to the success of a business, but they are not the only factors which may affect a business’s foot traffic.
The recommendations stated that if businesses wish to maintain or grow brand equity and positively influence brand perception, they will need to focus on building sustainable relationships and improving their online presence with their customers.
