Consumer Buying Decisions- A Study On Mood Buying Based On Music, Lighting And Color.
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 2199-2205
AbstractThe paper attempts to identify the influence of atmosphere of a market, mall or store, unconsciously on a prospective consumer vis a vis the influence on mood and buying. There have been earlier studies on this area, however there is a less work undertaken on the synchronous effect of various atmosphere generators of a market place or sales area.
The response of a consumer towards various store layouts, music, temperature, lighting etc. cannot be similar and subtle changes can lead to change in actions and buying decisions taken by an individual. Therefore, this study attempts to present a view of various ways to see the relation between atmosphere of a sales area and evaluation of products being considered for purchase, through the dynamism of moods. Additionally, two important environmental cues namely music and lighting (color) under which purchase is undertaken is also studied to see its effect on evaluation of a product.
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