The influence of retail facility lighting on shoppers’ product perception

Abstract

The aim of this paper is to evaluate whether lighting in a retail facility affects the behaviour of shoppers on the
Serbian market. 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. Data for testing hypotheses were collected from the samples on the
markets of Serbia. In order to collect data, an online experiment was conducted. Data were processed using
repeated measures one-factor analysis of variance. 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.