Between 1987 and 2000,the Market for Women's Athletic Wear Increased

Between 1987 and 2000,the market for women's athletic wear increased by more than $3 billion while the market for men's athletic wear remained unchanged.Women are no longer satisfied with sporting goods stores that act as if they are serving women's needs by carrying jogging bras and biking shorts and otherwise assuming women can use male gear.Like men,women want a product that will increase their performance,but they also want something else-a product that will be in tune with their bodies.
-Refer to Women's Athletic Wear.To capture the female market for sports attire,sporting goods retailers are sprucing up their stores,brightening interiors,and setting up women's sections in the fronts of the stores.What are the retailers trying to change?

A) customers' cognitions about the stores
B) customers' first impression of the stores
C) customers' perceptions of the stores
D) customers' selective motivation in the stores