ACC - Fundamentals of auditing and business
ACC311ACC501
ACF - (Accounting And Finance Related)
ACF619ACFI619
COM - (Commerce Related)
COM619COMI619
ECO - (Economics Related)
ECO401 ECO402 ECO403 ECO404
ENG - (English Related)
ENG001 ENG101 ENG201 ENG301 ENG401
ETH201 - Ethics (for Non-Muslims)
ETH201
ISL201 - Islamic Studies
ISL201
IT - (Info Tech Related
IT000IT0001IT430IT619ITI619
MIS - (Project And Internship Report)
MIS619 MISI619MIS620 MISI620
PAD - (Public Administration Related)
PAD619 PADI619
PAK301 - Pakistan Studies
PAK301PAK302
PHY - (Physics Related)
PHY101 PHY301
PSC201 - International Relations
PSC201PSC401
SOC - (Socialogy Related)
SOC101 SOC401
STA - (Statistics and Research)
STA301 STA630
URDU - (Urdu Related)
URD101
VUPROJECTS
AIOU PROJECTS
VUDESK TUBE
VUDESK APP
IT INTERNSHIPS FB Page
FB Group
DESK MEMBERS

APPLY NOW  | SIT (STEP IN SECURITY) | Ghrapical Password | Smart ETL Tool | SMS BLOCKER

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.

Learning Outcomes

After attempting this activity, students will be able to apply the concept of “consumer perceptual process” in their practical lives.

Background

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. 

The case

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.

Requirement 

  1.  Being student of marketing, what would be your suggestion to the management regarding

 

modification in ambiance of the store in terms of sensory stimuli? (any 3) 5marks

 

  1.  Explain how each stimulus you have suggested will affect the respective sensory receptor

 

of consumers to increase the foot traffic?  5marks

Views: 28

Sponsers

VUDESK GROUPS

 

Top Content Today

© 2017   Created by ʭIsmail Shahʭ.   Powered by

Badges  |  Report an Issue  |  Terms of Service