Assignment:
- First collect and study extra information about the use of sensory marketing and the effects on consumer behaviour. Look for at least 10 good and reliable sources on the subject (books, articles in quality magazines, internet video's, etc.) The goal of this part of the assignment is to gain more insight in the topic before you start your field research. Don't forget to mention all your sources in the bibliography (using the Harvard Reference Style Guide) and refer to these sources in your main text.
- Afterwards describe 1 store/retail point. This can be any kind of store/retail point (e.g. supermarket, fashion store, toy store, coffee bar, etc.). Make sure that your choice allows you to make a broad analysis.
Report:
1. Report (approximately 3 to 4 pages):
a. Describe in your report the physiological responses the store is trying to create (or creates unintentionally). How do they do so through e.g. the use of colour, brightness and contrast or smells? What other sensory stimuli is the store using to encourage consumer response? Make a full analysis of the used methods of sensory marketing and support your findings and conclusions as much as possible with information from your desk research. Don't forget to mention all your sources appropriately in your text and bibliography. Don't copy all sources in your appendix or don't discuss this information separately. You only use the sources from your desk research to support your
analysis but do this thoroughly.
b. Analyse in your report the observed consumer behaviour of clients in the store you visited. Try to explain the observed behaviour and make links with sensory stimuli in the store.
2. Individual report (approximately 1 page): make a personal evaluation ofhow successful you believe the store is in using sensory marketing and formulaterecommendations to improve their sensory marketing approach.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.