Psychological Impact of Retail Space on purchasing behavior Essay

Psychological Impact of Retail Space on purchasing behavior - Essay Example Moreover, the fixtures used for displaying the products can be arranged in such fashion to present a neat and powerful look to the outsiders visiting the store. The floor and the ceiling of the store space can be given the same or different color and thematic effects to produce different types of customer emotions. Retailers through the use of definite store imagery can manipulate the decisions of the customers by altering their moods in making buying decisions (Smith & Sherman). The focus on creating differential designs for the retail stores has gathered a great impetus from the previous days. Owing to the rise in cut-throat competition the retail firms operating in the same category have started producing products which act as substitutes to each other in terms of design and quality. Thus the potential of retail differentiation has shifted from product designs to store designs to reflect a differential pattern to the customer’s eyes. ... The retail designers must also endeavor to forecast the effects on consumer purchases and retail sales which would add commercial value to their designing ventures. Thus, the subject concerned with designing the interior of a retail firm encompasses a whole lot of factors pertaining to sociology, psychology, ergonomics, demand and sales forecasting techniques and an eye for supreme aesthetics. Henceforth, the function of retail design is in itself a multidisciplinary subject which needs people from different backgrounds to render true effectiveness to the activity conducted. A considerable amount of research has been conducted to understand the effects of each of the several factors or the disciplines listed above on the mode of altering the behavior of the consumers. (Katelijn, Jan & Cleempoel, 3487-3788). Aims and Objectives Aims The paper in presenting a discussion on the psychological impact of retail space on consumer behavior deals mainly with two topics. Firstly, the paper foc uses on the consumer buying patterns in the region of United Kingdom pertaining to three main segments viz. Fashion, Kids and Home and Leisure Segment. In the second part the paper focuses on the main theme relating to the effect of retail space or interior designs on the buying motives of the consumer. Objectives To understand the current purchasing behavior of the consumers based in the region of United Kingdom on fashion, kids and home and leisure items. To focus on the effect of interior designs of the retail outlets on the buying psychology of the different consumers. Literature Review Consumer Purchasing Behavior in United Kingdom Fashion In the economy of United Kingdom the consumer buying patterns