The Effect of Shop Lighting on Customer Behavior (Dressing Room)

Abstract

It is believed that lighting in fitting rooms can influence customer behavior and intention. It can particularly affect their decision as to whether or not to buy the clothing they are trying. Therefore, it is important to know which types of lighting solutions are preferable and which will make customers feel comfortable and relaxed. This study is conducted to test the effect of light on customer behavior and emotion. To come up with a result a visit has been made to the Mall of Sahara Center as a sample area, where three different fitting rooms in three different stores (Zara, Matalan, and Mango) were selected. Assorted measurements of luminous light were taken to find the average illuminance in lux (lx). Also, customers were interviewed throughout the field of experiments and were asked if they were satisfied or not with the light in each fitting room. An online survey of total 80 participants from different ages has been conducted. Then using the collected data, a simulation was conducted by using Revit software to ascertain the ideal scenario for ideal fitting room lighting that would satisfy customers and provide a comfortable environment during the shopping process. Results showed that most customers preferred the lighting in Mango because it did not affect the way they see clothes and it made them feel more comfortable under its shade. Furthermore, customers preferred frontal lights more than overhead lights as the light will not be reflected on the internal mirror and make the customer feels uncomfortable.