THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER Research Paper

THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER - Research Paper Example The hypothesis are whether there is a positive impact towards lighting in dressing rooms and whether the emotional state of mind of any buyer is affected by the lighting system thereof. The design of the retail stores in aspects of display of clothes, the entrance, space availed for shopping, the dressing space and finally the mood and atmosphere in general, plays a key role in attracting and maintaining customers. The satisfaction of any consumer who comes in the retail shop is at the core of business growth and survival. To the management team, it is vital to lay consideration of the atmosphere of the store and the mood that will arouse the customers for maximum satisfaction. It is very important to understand the mood of the consumer base in order to determine the aspects to focus on in store layout and design. One of the aspects that are mostly sensitized on is the lighting in the dressing room. This analysis looks into the impact in which lighting in the dressing rooms has had in consumer conceptions and perceived decisions. Research is being done on the environment and the effects on arousal of the customer, perceived outlook and finally in making the final p urchase. The dressing room is at the core where the consumer makes the overall decision whether to purchase the outfit or not. The look the customer perceives from the mirror view and the lighting of the room plays the key to decision making. Despite the fact that retailers have gone to extreme lengths to attract consumers with discounts and display the best outfits in stores, this fact alone cannot influence the final decision for making the purchase. A customer will spend more money if his/her shopping experience is satisfied to the maximum (Donovan et al., 1994). Lighting factors to be considered include the positioning of the light i.e. overhead, frontal, side by side or any other position; the amount of lighting dispensed i.e. too