Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers

Munkhjargal Baasanjav, Oyuntungalag Buyantur and Sumjidmaa Tumurchudur
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Munkhjargal Baasanjav: University of Finance and Economics, Ulaanbaatar, Mongolia.
Oyuntungalag Buyantur: Business and Management Department, Graduate school of Business, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
Sumjidmaa Tumurchudur: Business Administration and Humanities school, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.

International Journal of Science and Business, 2024, vol. 41, issue 1, 69-83

Abstract: This research aims to investigate how store lighting influences purchasing decisions among Mongolian consumers, using the Theory of Reasoned Action (TRA) as the theoretical framework. The study focuses on factors such as store lighting, purchase intention, and consumer decision-making. A survey was conducted among customers of nine major chain stores in Ulaanbaatar city of Mongolia to explore the relationship between store light and consumer purchase decisions. A sample of 412 customers of the 18-34 age group was selected and surveyed. The study reveals that store environment lighting significantly impacts purchasing decisions through its effect on the customer's intention to purchase. Store light in different variations directly influences purchasing decisions, highlighting its importance in shaping consumer behavior. The research demonstrates that effective management of store lighting can enhance consumers' desire to purchase and positively impact their decision-making process. These findings are valuable for improving store lighting and further research into the store environment.

Keywords: Store lighting; TRA design; Purchase intentions; Decision behavior; Demographic factors (search for similar items in EconPapers)
Date: 2024
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