【文章內(nèi)容簡介】 assessment of the retailer . According to Bucklin et al. price significantly influences consumer choice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is described as the quantity of payment or pensation for something. It indicates price as an exchange ratio between goods that pay for each other. Price also municates to the market the pany’s intended value positioning of its product or brand. Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice. Additionally, consumers generally evaluated market price against an internal reference price, before they decide on the attractiveness of the retail price. Style Style is visual appearance, which includes line, silhouette and details affecting consumer perception towards a brand . According to Abraham and Littrell, a posite list of apparel attributes has been generated and one of the conceptual categories is style. Consumers’ judgment depends on the consumers’ level of fashion consciousness, so judgment will be conditioned by their opinion of what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue to repeatedly purchase their fashion garments in stores that are highly fashionable. They gain satisfaction from wearing the latest fashion and style which also satisfies their ego. A research conducted by Duff investigated the niche market in women’s sportswear, and the results showed that sportswear shoppers were being more fashion conscious and were demanding products with more style。 furthermore, consumers have a tendency to wear different attires for different occasions. According to Sproles and Kendall, fashion consciousness is generally defined as an awareness of new styles, changing fashions, and attractive styling, as well as the desire to buy something exciting and trendy. Store Environment Omar emphasised that the store environment was the single most important factor in retail marketing success and store longevity. Positive attributes of the store, which include store location, store layout, and instore stimuli, affect brand loyalty to some extent. Store location and number of outlets are crucial in altering consumer shopping and purchasing patterns. If consumers find the store to be highly accessible during their shopping trip and are satisfied with the store’s assortment and services, these consumers may bee loyal afterwards. Thus, a store’s atmosphere is one of the fac tors that could influence consumer’s decision making. The stimuli in the store, such as the characteristic of other shoppers and salespeople, store layout, noises, smells, temperature, shelf space and displays, sign, colours, and merchandise, affect consumers and serve as elements of apparel attributes , which may in turn, affect consumer decision making and satisfaction with the brand. On the other hand, background music played in the stores affects attitudes and behaviour . The slowbeat musical selection leads to higher sales volume as consumers spend more time and money in a conducive environment. There are many advantages to retailers having loyal customers. As stated by Huddleston et al., customer loyalty could yield a favourable operating cost advantage for retailers. Furthermore, they stressed that obtaining new customers cost five to