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SEMESTER SPRING 2021 CONSUMER BEHAVIOR (MKT530) Assignment No: 01 Marks: 10 Due Date: June 7, 2021

Objective:
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:
We are living in a world full of sensations. Every second, we are bombarded with sounds, colors, and
smells whether on TV or in shopping malls. All of us respond differently to different stimuli in a sense
we pay attention to some and ignore others. Most of our purchase decisions depend on these stimuli and
how do we interpret them. A research has shown that 80% of the consumer purchases are the ones which
they do not need. We usually go to the mall to purchase a pair of shoes and end up shopping several
dresses, cosmetics, shoes, and jewelry too. What makes us to purchase these items which we did not
intend to purchase? Marketers are now to trying to understand the consumer perceptual process and
creating the advertisements and store’s atmosphere in a way that appeal the customers’ senses.
Scenario:
Ethnic by Outfitters is a renowned brand of Pakistan launched by Outfitters in 2013. It is the women only
brand located in different cities. The management of the Lahore, emporium mall store has noticed that the
foot traffic of the outlet has gradually reduced since last 3 years. It has been then noticed by the
marketing manager that the atmosphere (physical characteristics) of the store was last changed in 2015 by
changing the colors of the walls only. Considering the fact that the store atmosphere is no more attractive
for the target market (women), it is suggested by the marketing manager to change the store atmosphere
to appeal the consumer sensation which will result in increased foot traffic. The idea has also been
endorsed by the management of the store.
Requirement:
1. Being student of marketing, what would be your suggestion to the management regarding modification
in the atmosphere of the store in terms of sensory stimuli? (Any 3) 5 marks
2. Explain how each stimulus you have suggested will affect the respective sensory receptor of consumers
to increase the foot traffic? 5 marks

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