A research to study the impact of lighting and music on customer purchase intention with special reference to big bazaar of Jaipur

Retail sector plays an important role in the development of an Economy. In changing business environment the challenge in front of the retailers is to identify the store factors that will attract customers towards the store and influence them to purchase. To overcome the competition retailers has realised the importance of Store environment as an effective marketing tool. Kotler (1973) suggested that store environment could play a role in creating a retail image in the customers mind that come for shopping. Retailers are adopting various techniques for creating a distinct shopping environment for the customers. Retailers has realised that lighting and music can significantly influence customer purchase intention. Adequate lighting in the store makes the merchandise clearly visible and helps the customers in examining them properly. Soothing music inside the store makes customer mentally relaxed and encourage them to stay by creating a better shopping environment. In order to create competitive advantage retailers has to differentiate their stores from others by creating a distinct retail shopping environment. In this paper researcher has tried to examine the effect of lighting and music on customer purchase intention.