The influence of retail facility lighting on shoppers' product perception

The aim of this paper is to evaluate whether lighting in a retail facility affects the behaviour of shoppers on the Serbian market. The subject of the paper is lighting, which represents one of the instruments of shopper marketing. Review of the relevant literature suggests that lighting can have a significant impact on the appearance of the observed product. Data for testing hypotheses were collected from the samples on the markets of Serbia. In order to collect data, an online experiment was conducted. Data were processed using repeated measures one-factor analysis of variance. Based on the research results the conclusion is that different treatments of lighting colour and temperature affect the shoppers' perception of the quality of the observed product, but do not affect shoppers' price perception of the observed product on the Serbian market.