Research On The Impact Of Environmental Color On Consumer Behavior In Large Supermarkets

As the father of modern marketing,Philip·kotler pointed out that the consumer's satisfaction of quantity.quality and emotion is the needs of three stages.With the development of economy,the demand of consumer for product and emotional has reached a new height.For the architectural environment, people pay more attention to the aesthetics of environment.Large comprehensive supermarket faces the status that the homogeneity and competition is serious.So it is important to build a comfortable environment and strength the emotional experience of consumers'Color has the charm of touching the heart and stimulating consumer to shop.More and more retailers know the color of low cost and high added value,and gradually apply color to create the ideal shopping atmosphere.However,few domestic scholars study on combining shopping environment and color elements in marketing.The only related researches are more concentrated in the pure theoretical stage,and few scholars have done an empirical study on related topics.Based on the large comprehensive supermarket,this paper explore the possibility of using color in marketing environment.This paper borrowed the design of experiment from Joseph A.Bellizzi and Robert E.Hite,and use the scale of approach/avoidance behavior from Donovan and Rossiter (1992).Methods include literature research, experimental method, mathematical statistics, etc.The basis of theory covers situational theory, color theory, S-O-R emotional behavior theory, PAD emotion model theory, approach/avoidance behavior theory.etc.By three groups of experiments, this paper improve the existing mechanism of the influence.forecasting and function of consumer behavior.The research results show that consumers will usually put up more positive consumer behavior in the blue shopping environment,such as high purchase rate and high consumption spending.However, the purchasing behavior of hedonic is adjust the red shopping environment to a certain extent influence on consumer sentiment, and then promote the close to the behavior of consumers.In particular, the effects of different environmental color on consumer behavior is different.Although blue is always beneficial, retailers should adjust the suitable environment color to cater to consumer.That will eventually improve the effectiveness of the marketing.The research of supermarket environment color is not only developing the marketing theory in China,but also has the possibilities to apply to the large comprehensive supermarket.From the point of theoretical significance, this topic is the deepening of retail marketing theory.From the practical sense, it can provide the development of large-scale comprehensive supermarket with more advanced marketing idea and improve the competitiveness of domestic.Therefore, this topic has certain theoretical and practical significance.