The influence of perception of in-store colour on consumers' in-store behaviour

The primary objective of this study is to examine the influence of perception of in-store colour on consumers' in-store behaviour. Using a mall intercept technique, which used a self-administered questionnaire, a survey of shoppers in clothing and apparel stores at selected shopping centre's was carried out. The result of structural equation modeling found that in-store colour has significantly influenced mood, which in turn, mood was found to significantly affect respondents' time spent, money spent, and repatronage intention. The perception of in-store colour was also found to directly influence the consumers' in-store behaviour. This study would give some useful information to marketing managers and retailers with regards to the importance of in-store colour to attract more shoppers to patronise their stores, with comfortable, yet exciting and satisfying experiences.

Text (Abstract) The influence of perception of in-store colour on consumers' in-store behaviour.pdf Download (34kB) Official URL or Download Paper: http://www.majcafe.com/2017/04/17/vol-12-2009/

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