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Research Paper | Home Science | India | Volume 3 Issue 11, November 2014
Lighting Impact on Consumers Shopping Behaviour in Retail Cloth Stores
J. Deepika [7] | T. Neeraja [4]
Abstract: Lighting should fulfill aesthetic, emotional and functional requirements in interior spaces, especially in commercial building. Lighting design in commercial establishments should be oriented towards product sales and satisfying the consumers taking into consideration the health, well-being and purchasing behaviour of consumers. A major challenge in recent times in the illumination field has been to define how light affects health, not only in aspects related to purchasing behaviour but also related to shopping attitude and mood. The objectives of the study mainly to explore the influence of lighting in retail cloth stores on consumer purchasing behaviour. For the study, ten retail cloth stores were selected in Hyderabad and Secunderabad, the twin cities of Andhra Pradesh. The study was conducted on 100 consumers who visit in these retail cloth stores. The data was collected by using an interview schedule and the results showed that the lighting condition in the retail cloth stores was not a factor that can influence the consumer shopping behavior. Planned purchase, impulse buying, time and money spent towards shopping under lighting was found to be moderate.
Keywords: Lighting factors, consumers, planned purchase, impulse buying, time spent and money spent
Edition: Volume 3 Issue 11, November 2014,
Pages: 933 - 938