IMPACT OF LIGHTING AS A VISUAL MERCHANDISING TOOL ON CONSUMER’S PURCHASE BEHAVIOUR

Aamir Saeed


DOI: http://dx.doi.org/10.22555/pbr.v17i2.123

Abstract


The importance of visual merchandising cannot be ignored in this era where many purchase decisions are influenced by displays and presentations in store. This study is conducted to know the effect of lighting as a subject matter of visual merchandising in attracting consumers towards a specific area and products in store and recording their behaviour. Before and after design method of experimentation was used to know the impact of lighting in attracting consumers towards the product and specific location at the garment store. This study concluded positive effect of using light to divert consumer attention towards illuminated areas and products and the increase in shoppers traffic was also recorded. However the study also found no impact on sales of the merchandise displayed in the illuminated area of the garment store.

Keywords


Visual Merchandising, experimentation, retailing.

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