THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER Essay

THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER - Essay Example It is the dressing room where the consumer decides to purchase and not to acquire the clothing items. The retailer should realize the dressing room importance and this would help in increasing the sales. A lot of research works have been made in the last few years regarding the dressing room lighting. All the researches have given importance how the dress room lighting influences the consumer’s emotional states and personal evaluations. Many researchers believe that the buying decision at the clothing store depends upon the impression carried by the consumer at the dressing room. If the dressing room scenario is not good, it may negatively affects the shopping experience and results in a lost sale. If the store environment is not proper, it may affect the consumer mode on shopping. If there is good atmosphere, it motivates the shopper to do shopping. As a result, lightening of the store and the dressing room in the clothing store have a great role to play in the clothing busin ess.A Review of LiteratureTill today many studies have been made about the lighting of the main show room, however, fewer studies have been made about the lighting of the dressing room. Researchers have found that when lighting is used as a stimulus, it enhances product evaluation as well as the stores atmospheric conditions.(Obermiller & Bitner, 1984: Areni & Kim, 1994; Donovan & Rossiter, 1982; Donovan, et.al., 1994; Park & Farr, 2007; Summers & Hebert, 2001). This also creates a forgetable shopping experience for the consumer (Hegde, 2000) , though the effects of lighting on the main sales floor have been studied in some depth, nothing is known about how dressing room lighting influences the experience of the consumer. Mang, 2008 and Underhiil,1999 reveals that the clothing store dressing rooms are where consumers try on clothes and make their final evaluations and it is one of the most critical aspects of the sales