Business Research Discussion Week 1 - Coursework Example

Business Research Discussion Week [The of the will appear here] [The of the will appear here] Business Research is an important component of business success. Business Research allows companies to gain a competitive edge over their customers by testing new products, finding better distribution channels, targeting the customers better etc. It is because of the importance of business research that businesses invest a lot of time, money and other resources in research (Herbst and Coldwell, 2004).

If a retail firm is interested in studying the effect of lighting on customer purchase behavior, it would have to study previous research on this topic. The retail firm should know that customer purchase more products when they find the atmosphere more pleasing. The research would help them into designing the lighting of their store to improve purchasing. The retail store should understand lighting of both the store space and the display area to improve customer buying patterns (Binngeli, 2011).

If for instance, good lighting increases customer purchase, the retail firm should ideally chose to install light fixtures in their stores and allow maximum sunlight to enter the store. The main aim of the retail store is to sell the highest number of products and if lighting enables the firm to achieve this, then the firm would be quite successful. This information would be most likely to help out in the interior design and construction of shopping malls. Shopping malls are usually designed to let the maximum amount of sunlight in.

This is because lighting creates a general feeling of well-being which then prompts customers to spend more time in the mall and thus they are likely to spend more money (Pride and Ferrell, 2011). Retails stores can benefit from this research by ensuring that all their products are properly lighted. They should avoid dark corners in their stores as customers would not want to move to those areas. For this reason, retail stores designers avoid corners in their product display. They tend to place products on long shelves running parallel to each other.

ReferencesBinngeli, C. (2011) Interior Graphic Standards: Student Edition, NJ: John Wiley & SonsHerbst, F. and Coldwell, D. (2004) Business Research, South Africa: Juta and Company LtdPride, W. and Ferrell, O. (2012) Foundations of Marketing, Ohio: Cengage Learning