THE UNIVERSITY OF FAISALABAD

FINAL TERM EXAM

DEPARTMENT: BBA (MANAGEMENT SCIENCES)
SEMESTER 6th

SME Final Exam

Date: 10-06-2020
Name: Muhammad Kaleem Akbar
Roll No: BBA-FA17-002
SUBJECT: Consumer Behavior

NAME: MUHAMMAD KALEEM AKBAR

ROLL NO: BBA-FA17-002
Q 1: The physical surroundings of a store influence shoppers’ behavior through their effects
on shoppers’ emotion, cognition and physiological state. Think about your last shopping
experience at a large Clothing Brand and write down how you were influenced by store
environment.
Ans. During shopping, physical surroundings matters a lot. If we are getting a pleasant
environment, we shall be spending more time and exploring the products of that specific
shop. As a person get relaxed in the environment of specific shop, he/she tends to check out
more products which turns into increase in sale of that shop. In general behavior’s some
portion is dependent on the physical surroundings & environment.
Although I am not fond of shopping but once I got attracted by the large re-known clothing
brand in an overseas due to their physical occurrence. I went to the Boathouse clothing store
in Toronto, Canada. The interior theme of the store was giving view of a wooden style
polished with dark brown appeared as an old wooden racks and some old wooden boats were
being used to display the new arrival products. This thing was a new kind of theme I saw. One
wall showed a digital full sized screen on which coast was being showed, despite this a wave
hitting coastal side along with sea gulls sound. One thing that their Air Conditioner was right
above the digital screen. Whenever that wave hits the coastal line a cool wind used come out
from A/C giving a physical environment of beach side.
This kind of splendid view influenced me and let me spend more time in shopping. That was
the only store I remember in which I spent maximum time & did shopping. In short everything
was appealing for me. The POS, the staff behavior etc.
Q 2: Many FMCG companies use a strategy to a giveaway a small pack of product to
encourage adoption of the product. Does this strategy work for high involvement products
too? Would you adopt a newly introduced product in the market promoted by the same
strategy? Explain your answer
Ans. A company has various product. But almost every company has one most selling product which
helps them to introduce their new products in market by using one of the marketing strategy, giving
away a small product along with that most selling product. This act let the consumer utilize that new
given away product. By doing this given away product get re-known in market in couple of weeks.

In my views, this is not low involvement product because these kind of products do not need full
attentions or high post of consumptions. Prompt decisions are made by consumer to either use this
product or not. This why I do not consider it as low involvement products.

I shall adopt this strategy for only those newly introduced products which are not the main revenue
generating item of my company. I may use this giving away strategy for secondary products not for my
primary products. Primary products would be needing a proper marketing & promotion strategy. I
shall give away that primary product as a sample in attractive finished packing rather than giving away
as a secondary product.