The influence of retail facility lighting on shoppers' product perception

Abstract

Background: The subject of the paper is lighting, which represents one of the instruments of shopper marketing. Review of the relevant literature suggests that lighting can have a significant impact on the appearance of the observed product. Purpose: The aim of this paper is to evaluate whether lighting in a retail facility affects the behaviour of shoppers on the Serbian market. Study design/methodology/approach: Data for testing hypotheses were collected from the sample on the market of Serbia. In order to collect data, an online experiment was conducted. Data were processed using repeated measures one-factor analysis of variance. Findings/conclusions: Based on the research results the conclusion is that different treatments of lighting colour and temperature affect the shoppers' perception of the quality of the observed product, but do not affect shoppers' price perception of the observed product on the Serbian market. Limitations/future research: Limitations of this research are: research on the basis of one characteristics of lighting, online research, one subject of observation, number of treatments, light source and influence of the device screen characteristics. Future research should include: research in more realistic conditions, usage of various stimulus and sources of artificial lighting and identification of the device by which the respondent accessed the questionnaire with the aim of comparison of the obtained results.