Perception de l’éclairage du point de vente et réactions conatives du consommateur cas : des parfumeries dans la ville de Yaoundé

Abstract

The main objective of this study is to determine how the consumer behaves when faced with store lighting in Yaoundé. This analysis comes from the observation that the perfume and cosmetic brands use lighting a lot. This use leads to a mimetic phenomenon in store lighting, with the aim of creating a competitive advantage. Also, we wonder if the perception of the lighting on the conative reactions of consumers in perfumeries in Yaoundé positively influences consumer behavior. The main hypothesis of this study is that lighting positively influences consumer behavioral reactions in the store. Our approach consists in presenting, first of all, the perception of the lighting of the point of sale on the reactions of the consumer, we presented the theoretical foundations of the atmosphere of the point of sale on the one hand, and, the influence of the perception of the atmosphere on the reactions of the consumer on the other hand. Next, we presented the impact of lighting on store sales. The process used is a descriptive statistical approach initially on the overall impression that the consumer feels in the presence of ambient lighting, highlighting the time spent in perfumery. And the second step is a quantitative approach, explained by the linear regression test and the coefficient of determination of the number of products purchased by the consumer or sold by the brand. The main results of the estimate show that the ambient lighting positively influences the physical behavior of the consumer, by the time spent in the store. Regarding the accent lighting, it increases the number of items bought by the consumer or items sold by the store.