Kyra Is a Chain of Retail Stores Targeted Toward Working

Multiple Choice

Kyra is a chain of retail stores targeted toward working women.It offers trendy clothing and housewares.The stores are designed differently from others to provide the perception that they are hip and unique,just like their target shoppers.The goal is to create an emotionally rewarding environment in an attempt to produce high hedonic shopping value.This is an example of a positioning based on the _____ quality.

A) adaptive
B) affective
C) experiential
D) epistemic
E) functional