Essays on Consumer Behaviour Challenges Assignment

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The paper "Consumer Behaviour Challenges" is a good example of a marketing assignment.   The integration of an ambient scent in the retail environment can demonstrate the working of the S-O-R model of environmental psychology. Foremost, the S-O-R model propagates that the environment acts as a stimulus(S) that comprises elements that come together in order to effects organisms' internal evaluations (O) which results in an avoidance or approach response (R). When the S-O-R model is evaluated using the ambient scent, it can be stated that the existence of an ambient scent in a retail environment, acts as the stimulus (S) which has the ability to affect a buyer’ s internal evaluation (O) in a variety of ways.

For, instance when a retail store uses a pleasant scent, the buyers can gain a positive opinion of the store. In addition, the buyers may develop an inward feeling of wanting to remain in the store for a longer period. Such internal evaluation may result in a positive response (R) which is to purchase a variety of products or even more products than intended. One of the main ways to ensure that the use of scent will work to the retailers' benefit is by using scents that are able to attract positive emotions on the customers.

Scientific studies disclose that aroma has a great influence on consumer behavior. A retailer should, therefore, use scents that can draw the customer to the store and towards purchasing the products. For instance aromas such as; basil, lavender, citrus flavor and cinnamon are bound to arise a feeling of relaxation and thus prompting the customer to purchase the product (Chebat and Michon, 2003). Also, retailers should ensure that good smelling stores should also be accompanied by quality products.

If a customer finds a good scent in the store yet the products offered are substandard, they are bound to forgo their purchase. Question 2 The information-processing model is a framework that highlights the manner in which the consumer’ s process information. Consumers have the tendency to processing information in a hierarchical manner that entails exposure, attention, comprehension, acceptance, and retention. The first step, which is exposure is instigated by nearness to a stimulus that activates one or more senses.

After exposure to the stimuli, the person’ s attention is pulled to the stimuli. The transfer of attention to the stimuli is influenced by a number of factors, some of the factors include; size, color, the nature of the spokesperson and position. A person then gives an interpretation of the stimuli in a meaningful way. The interpretation may be based on the knowledge, expectation and the motives of an individual. Comprehension then results in the interpretation and organization of the acquired information in a meaningful way, which further leads to retention. The model takes an upside-down triangle model.

This is because not all the messages that consumers are exposed to are always retained, thus the upside-down model represents the lack of retention of information, whereby the information gained can be discarded at any particular time instead of being retained. For instance, when looking at the comprehension stage, when a person is exposed to information that does not meet their expectation, the individual will not interpret and organize the information in an effective way instead the information will be discarded without getting to the retention state.

References

Batra, K and Kazmi H, 2009,Consumer Behaviour, Excel Books, p439.

Cialdini, R, The Psychology Pursuation, Collins Business Essentials.

Chebat, J and Michon, R, 2003, The impact of ambient odors on mall shoppers’ emotions, cognition,and spending A test of competitive causal theories, Journal of Business Research, 56 (2003) 529–539

Österberg, M , 2008, Exploring the effects of ambient scent on consumers in servicescapes, Swedish School of Economic and Business Administration.

Healy, P, 2007, Business Analysis and Valuation: Cengage Learning EMEA.

Verma, 2007, Services Marketing: Text And Cases, Pearson Education India, p181.

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