Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers
Author (s)
Munkhjargal Baasanjav, Oyuntungalag Buyantur, & Sumjidmaa Tumurchudur
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.
| Title: | Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers |
|---|---|
| Author: | Munkhjargal Baasanjav, Oyuntungalag Buyantur, & Sumjidmaa Tumurchudur |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2465 |
| Media: | Online |
| Volume: | 41 |
| Issue: | 1 |
| Issue publication (Year): | 2024 |
| Acceptance Date: | 30/09/2024 |
| Date of Publication: | 03/10/2024 |
| PDF URL: | https://ijsab.com/wp-content/uploads/2465.pdf |
| Free download: | Available |
| Page: | 69-83 |
| First Page: | 69 |
| Last Page: | 83 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Baasanjav, M., Buyantur, O., & Tumurchudur, S. (2024). Impact of Store Lighting on Purchase Decisions Among Younger Mongolian Consumers, International Journal of Science and Business, 41(1), 69-83. DOI: https://doi.org/10.58970/IJSB.2465
Retrieved from https://ijsab.com/wp-content/uploads/2465.pdf
About Author (s)
Munkhjargal Baasanjav, University of Finance and Economics, Ulaanbaatar, Mongolia.
Oyuntungalag Buyantur (Corresponding author), Business and Management Department, Graduate school of Business, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0000-0002-2600-8698
Sumjidmaa Tumurchudur, Business Administration and Humanities school, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0000-0001-5002-4164
DOI: https://doi.org/10.58970/IJSB.2465