Influencing Consumer Behavior in Retail Environment

The assignment is intended to provide you with the experience of identifying key characteristics of a specific retail outlet (and its environment) that influence consumer behavior, affect, and cognition. This individual project is a formal report following APA standards

It is quite likely that you will develop dozens of insights through observational research activities. Please ensure that you address the following topics, as a minimum:

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· Description of target market (typical customers)

· Store image and atmosphere

· Store environment (external environment/location features)

· Physical environment

· In-store stimuli – including signage

· Store related behavior

· Use of and alignment with other marketing communications.
From your observations, highlight a minimum of 3 specific features of the store environment and discuss how each feature appears to influence the affective, cognitive and behavioral response of target customers for various purchasing situations. Evaluate the effectiveness of the firm’s apparent channel/communication strategy and suggest improvements.

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