The role of colour, lighting and music in the store environment on consumers perceptions of store image, store personality and their store preferences

In this study, the effects of store environment variables on consumers evaluations towards the store are discussed. This thesis has been prepared according to the proposition that consumers perceptions about the store are formed by being influenced from environmental factors besides their own personality and decisions. Within the scope of the study, it was aimed to develop a model proposal that explains the role of color, light and music from the store environment variables on the perceptions and store preferences of consumers towards store image and store personality. Experimental design was created in a factorial design scheme, which consists of two levels of color, light and music. After the video design of the store environment created by the design of the experimental variables was shown to the subjects, the questionnaire questions were applied to eight different experimental groups by providing manipulation control. 600 data were obtained by face to face interview. MANOVA analysis was applied to the obtained data. With reference to the research results, the differences of store image, store personality and store preference variables were evaluated according to experiment variables. Accordingly, it has been found that consumers' perceptions of store image and store personality and store preferences differ in terms of lower levels of color, light and music variables. In addition, it was found that these variables differ in interaction with each other and in total interaction.