Virtual University Of Pakistan Network
Objective of Assignment
The objective of this activity is to make the students able to understand the consumer perceptual process from first encountering with the sensory stimuli to interpreting/perceiving it.
After attempting this activity, students will be able to apply the concept of “consumer perceptual process” in their practical lives.
Manal, a 25 years old girl went to a mall just to have a quick bite during her lunch break. She saw a new clothing outlet on the way and went in. When she came back, she bought two dresses and a pair of sandals without intending to buy. What appeals her so much to make a purchase? We live in a world flooded with sensations. Wherever we go, we are bombarded with colors, sounds and smells. Each of us deals with this bombardment differently by paying attention to some stimuli while ignoring others. Our purchase decision depends on these stimuli as well as how we interpret them. Marketers are now focusing on consumer perception process and making the advertisements and communication messages which appeal the consumer senses.
Splash Gift Centre is a well renowned gift shop chain located in different cities of Pakistan operating since 2001. It has been observed by the management of Splash Gift Centre that the foot traffic of Splash Lahore store has gradually decreased since last three years. It has been noticed by the marketing manager that the ambiance of the store was last altered in 2007 by only changing the wall colors to soft pink. Considering this fact, the marketing manager suggested to change the ambiance of the store to appeal the consumer sensation and to increase the foot traffic, same idea has also been endorsed by the management of store.
modification in ambiance of the store in terms of sensory stimuli? (any 3) 5marks
of consumers to increase the foot traffic? 5marks