Consumer behavior has got a very important role in the field of marketing. Among various factors among consumer behavior emotions are the most influential ones. A lot of study and research has been done in this field and it is found that usually the buyers believe that they act very rationally while making a decision to buy a product but in reality it is the impact of emotions which has got the maximum influence on the final decision (Angie et al, 2011). For the marketer it is very important to study this phycology of consumer behavior in order to make sure that their products are liked and bought by the consumers. It is seen that if the marketers create an environment which makes the buyers nostalgic or sentimental towards a product, then the sales of the store tend to increase which leads to increase in profits.
The markets create this environment by decorating and setting up their stores with the help of various color combinations, fragrances etc. They also make use of audios and visuals which gives a nice feeling to the consumers when they enter the store. Further in the essay there will be a detailed discussion on the fact that how emotions influence the way in which the consumers make decision within a fashion retail and also how the stores create an environment to attract the various senses of consumers.