IMPACT OF LIGHTING ON INDIAN CONSUMER’S BUYING BEHAVIOR AND BRAND PERCEPTION IN RETAIL STORE
Purpose: To study the impact of retail store lighting on the buying behavior of Indian consumers and the perception it builds about the brand in their minds.
Design/Methodology/Approach: It is an exploratory research which involves the analysis of responses of the participants as a sample population from the population of young urban consumers.
Findings: Consumer’s focus has shifted from buying only the product to buying the experience now. The store environment plays a vital role in determining the duration a consumer will spend in the store. Lighting impacts the merchandise examination by customers and the perception they form about the brand.
Practical implication: Th results of the study imply that the brands should pay attention to the store environment and how the lighting can improve the duration of the consumer’s visit to the store. Various innovations in the lighting industry can be used as tools to gain popularity among consumers.
Originality/Value: The study infers that the consumers derive value from the experience they have with the brand.