HOW BUILDING AESTHETICS IMPROVES SALES IN MULTIPLEXES AND MALLS
Abstract
In recent years, the retail sector has experienced significant transformations driven by changing consumer preferences, technological advancements, and increasing competition. Among these changes, the aesthetic appeal of retail spaces, particularly multiplexes and malls, has emerged as a critical factor influencing consumer behavior and sales performance (Singh, 2020). This shift towards experience-driven shopping underscores the importance of creating visually appealing and engaging environments to attract and retain customers.
The concept of building aesthetics encompasses various elements, including architectural design, interior decoration, lighting, color schemes, and overall ambiance. Research suggests that these elements can significantly impact the psychological and emotional responses of consumers, thereby affecting their shopping behaviors and decision- making processes (Baker, Parasuraman, Grewal, & Voss, 2002). For instance, well-designed spaces with harmonious color schemes and appropriate lighting can create a pleasant atmosphere that encourages longer visits and higher spending (Quartier, Vanrie, & Van Cleempoel, 2014).
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