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Retail Lighting and Consumer Product Perception PDF

228 Pages·2013·6.37 MB·English
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Retail Lighting and Consumer Product Perception: A Cross-Cultural Study by Dalal Anwar Alsharhan A Thesis Presented in Partial Fulfillment of the Requirements for the Degree Master of Science in Design Approved November 2013 by the Graduate Supervisory Committee: Michael Kroelinger, Chair John Eaton William Heywood ARIZONA STATE UNIVERSITY December 2013 ABSTRACT The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today’s global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures’ perceptions of lighting design in order for retailers to better understand how to use lighting as a benefit to provide consumers with a desirable shopping experience. This thesis provides insight into the effects of ambient lighting on product perception among Americans and Middle Easterners. Both cultural groups’ possess significant purchasing power in the worldwide market place. This research will allow marketers, designers and consumers a better understanding of how culture may play a role in consumer perceptions and behavior Results of this study are based on data gathered from 164 surveys from individuals of American and Middle Eastern heritage. Follow up interviews were also conducted to examine the nuances of product perception and potential differences across cultures. This study, using qualitative and quantitative methods, was executed using a Sequential Explanatory Strategy. Survey data were analyzed to uncover significant correlations and relationships using measures of descriptive analysis, analysis of variance (ANOVA), and regression analysis. Interviews were analyzed using theme-based coding and reported in narrative form. The results suggest that lighting does in fact have an impact on product perception, however despite minor differences, this perception does not vary much between individuals from American and Middle Eastern cultures. It was found that lighting could affect price and quality perception with reference to store-image and store atmospherics. Additionally, lighting has a higher impact on subjective impressions of product (such as Freshness, Pleasantness, and Attractiveness), more than Price and Quality perceptions. This study suggests that particular lighting characteristics could be responsible for differences in product perception between these two cultures. This is important to note for lighting designers and marketers to create retail atmospheres that are preferable to both cultures. i Dedication This work is dedicated to continued discoveries in the field of lighting design between the Middle East and the U.S., and to my family. Thank you for your unconditional support. ii ACKNOWLEDGEMENTS In the name of God, most Gracious, most Compassionate. Numerous individuals are to acknowledge for their contributions during the research and writing of this work. Firstly, I want to acknowledge my mother, father, sisters, and brother for their undying support and love throughout my educational experience. Their presence kept me going throughout this journey, even with 12,700 kilometers between us. A special thanks goes to my mentor, Michael Kroelinger, for your wisdom, support, and encouragement, and to my thesis committee members John Eaton and William Heywood. I want to especially acknowledge my ASU “sisters”, Maryam, Katie, Eiman, Abeer, and Amzan for your unconditional friendship and for continuously inspiring me as we learned from and assisted one another through this journey. Lastly, a special thanks to my special one who supported me unconditionally through the thesis process and beyond. iii TABLE OF CONTENT Page LIST OF TABLES ………………………………………….………………………………..……………xii LIST OF FIGURES ………………………………………………………………………...……….……xvi CHAPTER 1 INTRODUCTION………………………………………………………………………………1 Overview…………………………………………………………………………………1 The Purpose of the Study………………………………………………………………3 Objectives……………………………………………………………..…………………3 Research Questions……………………………………………………………….……4 Significance………………………………………………………………………………4 Summary…………………………………………………………………………………5 2 REVIEW OF LITERATURE………………………………………..…………………………6 Overview ………………………………………………………………………...………6 Impulse Buying……………………………………………………………..……………7 Significance of Impulse Buying………………………………………………7 Defining Impulse Buying………………………………………………………8 Retail Atmospheric…………………………………………...………………11 Summary………………………………………………………………………15 Research on Lighting…………………………………………………….……………16 Lighting Characteristics……………………………………...………………16 Brightness…………………………………………...………………16 Correlated Color Temperature……………….……………………17 Spatial Light Distribution……………………………...……………19 Retail Lighting Practices……………………………………..………………21 Lighting Studies of Retail Environments………..…………………………23 Studies on Product Perception……………………………………23 iv CHAPTER Page Studies on Product Perception in Actual Retail Environments…………………………………...…………23 Studies on Product Perception in Simulated Environments……………………………………...………25 Studies on Spatial Perception.…………………………….………26 Studies on Spatial Perception in Actual Retail Environments………………………………...……………26 Studies on Spatial Perception in Simulated Environments ……………………………………………..29 Summary………………………………………………………………………31 Culture………………………………………………..…………………………………32 Definition and Introduction of Culture………………………………………32 Research on Culture and Consumerism………………………..…………32 Cultural Differences between United States and Middle East……..……33 Culture and Perception………………………………………………………35 Cross-Cultural Research on Lighting………………………………………35 Summary………………………………………………………………………37 Discussion of Theoretical Framework of The Study…………………….…………37 Research Approaches in Lighting……………………………..……………38 M-R Model (Mehrebian-Russel) …………………….……………38 Vogel’s (2008) Model………………………………………………39 Flynn’s (1977) Model……………………………….………………40 Framework Developed and Influence of Quartier et. al (2009) …………40 Conclusions………………………………………………………...…………43 Chapter Summary…………………………………………………………..…………44 3 METHODOLOGY AND PROCEDURE……………………………………….……………45 Overview …………………………………………………………………...…………..45 v CHAPTER Page Research Design………………………………………………………………………45 Phase I: Quantitaive Data………………………………………….…………………47 Study Setting……………………………………………….…………………47 Approach………………………………………………………………………48 The Sample…………………………………………………...………………48 Data collection…………………………………………………..……………51 Independent Vraiable ………………………………………..…….52 Dependent Variable ………………………………………….…….52 The Questionaire …………………………………………….…….53 Method of Analysis…………………...………………………………………53 Phase II: Qualitative Data……………………….……………………………………53 Study Setting…………………………….……………………………………54 The Sample………………………………...…………………………………54 Data Collection………………………….……………………………………54 Method of Analysis……………………...……………………………………55 Vertification……………………………………………………………………55 Advantages and Limitations of Sequential Explanatory Approach………….……55 Ethical Considerations……………………………………………………...…………56 Assumptions …………………………………………..……………….………………56 Chapter Summary…………………………………………………….……………… 57 4 ANALYSIS OF DATA ………………………………………………………..………………58 Overview ………………………………………………………………………….……58 Analysis of Phase I: Quantitaive Data……………………………….………………58 Characteristics of Sample Populations ……………………………………58 USA Sample …………………………………………..……………58 Middle Eastern Sample ……………………………………………59 Sample Comparison and Bias ……………………………..………………60 vi CHAPTER Page Analytical Tests Conducted …………………………………...……………61 Question 1. Do changes in ambient lighting affect product perception? …………………………………………………………………. 62 One-Way ANOVA Analysis …………………….…………………62 Price Perception ……………………….…………………65 Quality Perception ……………………..…………………66 Freshness Perception ……………………………………67 Pleasantness Perception ………………..………………68 Attractiveness Perception ……………………….………69 Question 2 - Do these lighting changes affecting product perception differ across different cultures? ……………………………………………69 Two-Way ANOVA Analysis ………………………….……………70 Price Perception ………………………………….………70 Quality Perception ………………………………..………73 Freshness Perception ……………………………………76 Pleasantness Perception ……………..…………………79 Attractiveness Perception …………………….…………82 Chi-Square Test ……………………………………………………86 Price Perception ……………………………….…………86 Quality Perception ……………………………..…………89 Freshness Perception ……………………………………92 Pleasantness Perception ……………………..…………94 Attractiveness Perception …………….…………..……..97 Question 3 - What lighting characteristics are responsible/causing These changes in product perception across different cultures? .……100 Data Analysis: Bipolar Rating Scales ……………………..……100 vii CHAPTER Page Scoring of Data………………………………………..…100 Plotting The Mean Rating ………………...……………101 Lighting Type - Cool LED ……….……………102 Lighting Type - Warm LED ……………...……103 Lighting Type – Halogen …….………………104 Lighting Type- Florescent ….…………………105 One-Way ANOVA …………………………...……………………105 Quality Perception ………………………………………106 Do Perceptions of Quality Differ by Brightness? …………………………………106 Does Perception of Quality Differ According to Clarity? …………………….……107 Does Perception of Quality Differ According to Radiance? ………………………107 Does Perception of Quality differ According to Colorfulness? ……………..……107 Does Perception of Quality differ by Complexity?...............................................108 Pleasantness Perception…………………….…………108 Does Perception of Pleasantness Differ Accordingto Brightness? ………………108 Does Perception of Pleasantness Differ According to Complexity? …………..…109 Regression Analysis ………………………..……………………109 Model I: Lighting Characteristics and Product Perception …………………....………………………….110 Demographics …………………………………110 viii CHAPTER Page Brightness ………………...……………………111 Glare ……………………………………………111 Clarity ………………………..…………………112 Color Temperature ……………………………112 Radiance …………………………….…………113 Colorfulness ……………………………………114 Distinction ………………………………………114 Focusness ………………………..……………115 Complexity ………………………………..……115 Model II: Lighting Characteristics and Product Perception over Cultural Groups ………………...……116 Brightness ……………………...………………116 Glare ……………………………………………117 Clarity …………………………………..………118 Color Temperature ……………………………119 Radiance …………………….…………………120 Colorfulness ……………………………………121 Distinction ………………………………………122 Focusness …………………..…………………123 Complexity ……………………………..………124 Analysis of Phase II: Qualitative Data……………………………………...………125 Overview …………………………………………….………………………125 Self-Control in Grocery Store Environment ……………..………………126 Mood and Lighting …………………………………………………………127 Lighting And Impulse Buying ……………………………………..………128 Lighting As an Ambiance Factor …………………………………………128 Lighting Characteristics ……………………………………………………129 ix

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Both cultural groups' possess significant purchasing power in the how culture may play a role in consumer perceptions and behavior .. Question 2 - Do these lighting changes affecting product perception design refers to, “designing spaces for selling products and/or services and/or a brand to.
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