The Impact of Lighting on Gender Consumers' Shopping Behavior in Fashion Retail Stores

Abstract

This study examines the effect of lighting on consumer buying behavior in apparel retail stores, examining the relationship between the effective use of lighting in retail stores, the effect of lighting on product display, and consumer expectations of the shopping atmosphere. Many scholars have explored the study of lighting on consumer behavior. However, the behavior of specific gender-specific consumers in clothing stores has not been studied in depth. In this study, a questionnaire was administered to 73 volunteers ranging from 18 to 54 years old and from various backgrounds. The questionnaire contains a total of 19 questions, 11 of which are about understanding their shopping habits, as well as their perceptions of retail lighting and their definition of shopping atmosphere. In addition, participants viewed pictures and renderings of three different types of clothing stores and select and evaluate each set of renderings. These surveys determined the correlation between lighting and consumer preferences and can be found in the paper's results section.