The first is to create a theme at the store. This means that instead of just putting any color at the store, a color matching with the kind of merchandise can be applied. For example, the area of the store where the merchandise for relaxing and holidays are available, the color used could be blue which represents water, green which represents grass. These are the colors of relaxation and hence give such a feel to the consumers (Schiffman et al, 2013). Similarly, if there is some section in which new products are displayed or the marketer wants a special attention of the consumers towards it then yellow could be used as these are the which attracts the eye of the consumers immediately. The area where some products related to love or friendship are displayed can be decorated with red as Red is the color of love.
The next most important factor is audio which influences consumers buying behavior. When a consumer enters in a store, the kind of background music leaves an impact on his buying decision. The music must match the products in the store; it gives consumers a feeling which relates them to the product. In a store the choice of song also has got an important role to play, the music should be calm and pleasant so that it does not take away all the attention. It has also been seen that ‘catchy’ music tends to distract the shoppers and hence the stores should try to play music which blends in with the theme of the store (Angie et al, 2011).
The other very important sense is about smell. A human nose is capable of differentiating among thousands of different smells and hence, a good fragrance will make the product memorable in the minds of consumers. According to the researches it is found that smell has got almost 80% of the impact on the emotions of consumer. The best use of this sense is in restaurants where an artificial smell are produced in order to create consciousness about the kind of food in the restaurants.
Similarly, the stores make use of other senses like taste, video etc. to get linked up with the emotions of the consumers (Hwang & Kandampully, 2012). The buying behavior of a consumer is the game of mind and hence both marketers as well the store managers try their best to use all the possible ways to attract the customers and make them emotionally attach to the products.