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Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers

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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.)

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.

Suggested Citation

  • Munkhjargal Baasanjav & Oyuntungalag Buyantur & Sumjidmaa Tumurchudur, 2024. "Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers," International Journal of Science and Business, IJSAB International, vol. 41(1), pages 69-83.
    • Handle: RePEc:aif:journl:v:41:y:2024:i:1:p:69-83
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    References listed on IDEAS

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    1. Summers, Teresa A. & Hebert, Paulette R., 2001. "Shedding some light on store atmospherics: influence of illumination on consumer behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 145-150, November.
    2. Reni Diah Kusumawati & Teddy Oswari & Tristyanti Yusnitasari & Saurabh Mittal & Vikas Kumar, 2021. "Impact of marketing-mix, culture and experience as moderator to purchase intention and purchase decision for online music product in Indonesia," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 25(4), pages 475-495.
    3. Murray, John & Elms, Jonathan & Teller, Christoph, 2017. "Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 147-156.
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