Perception Case

MKTG341 01 Consumer Behavior

Assignment # 2

Perception Chapter 8

Five Stores: Abercrombie & Fitch, Hollister, Pac Sun, Express, Macys

Perception (Chapter 8)

I chose Abercrombie & Fitch out of the five stores that I visited in the mall because its store utilized the most sensory stimuli's. For vision, Abercrombie utilizes huge posters, displaying models wearing Abercrombie clothing. These posters can be seen from the front of the store and also throughout the store. Lighting in the store appeals to the vision sensory as well. In spots where clothes weren't on display the lighting was dark. This gives the customer a sense of relaxation. It also creates a sense of curiosity.

The areas where lighting is limited prevents customers from being able to clearly see the clothing in display from a distance. This makes the customer interested in the clothing and therefore they are more likely to approach the dim light display. Not only does Abercrombie attract customers with dim lighting, but they also use "spot lights" as a way of appealing to the vision sense. For example, sale items had spot lights specifically shining down on the display. These "spot light" displays create a sense of urgency and a need to explore the specific items. Most people associate spot lights with importance, and if specific items are being isolated under spot lights, this must been a sign of importance, which urges the customer to have a second look.

The design of the store also appeals to the vision sensory. It appears to be strategically thought out, due to the fact that one must walk through the whole store in order to make their way to the fitting rooms. I thought this was a good idea because maybe while walking to the fitting room, one could easily spot something else that they would want to try on and potentially ended up buying.

Abercrombie also appeals to the sensory of smell. The largest example if this is that Abercrombie has their own brand name fragrance which is strategically sprayed in the entrance way to the store on an hourly basis. The scent can be recognized from several feet away, which can assure customers they are approaching Abercrombie before they even see the sign. Many customers have mixed feelings on the signature scent. Some find it offensive and over powering, which could have a negative effect on customers and cause them not to enter the store. Others enjoy the scent, which can then have a positive effect and provide customers another reason to shop at Abercrombie. For those that like the signature scent, Abercrombie has it available for purchase at the register.

Abercrombie appeals to the sensory of sound as well. The store plays music that their customers can relate to, and that appeals to the type of customer the store wants to attract. For example, since Abercrombie's target market is pre-teen and teenage customers, they specifically play music that appeals to that age group. This provides for an enjoyable shopping experience, which hopefully makes customers want to return.

Abercrombie appeals to the sensory of touch as well. The store has a large sitting area, which is set up to resemble a home living room. This provides a "homey" atmosphere, which only helps to improve the shopping experience. Not only does this seating arrangement provide comfort, but it is also relaxing setting, which parents long for when on long shopping trips with their children.

Personality