Project #1 – Consumer Purchase Analysis

Due: 27 Oct 15 (submit at start of class)

This requirement is used to bridge the topics of marketing research and consumer behaviour (CB). It is to be completed as an individual effort.

Select a product category (suggestions are listed as follows):

• Frozen dinner/entrée,
• Athletic equipment other than apparel,
• Footwear,
• Electrical appliance, or
• China, crystal, or silverware.

Go to any retail store that sells the product category that you selected. You are to observe the manner in which customers make their purchase decision for the selected product. Spend as much time as you need watching how people approach, look at, compare, and make their decision. Do not communicate or interact with the people you are observing prior to their purchase. Remember, as a marketing researcher (in this situation), you don’t want to alter the outcome of consumers’ shopping. However, following the purchase, after leaving the store, you may question them if you wish.

Write a detailed report that includes (as a minimum) the following:

• The store in which you made your observations, in addition to its address, what it sells etc. (dates, times, details, etc. associated with your visits)
• Describe the store (surroundings, how busy was it, who was there, etc.)
• Describe the purchasing behaviour of the consumer(s) who spent the longest time in this process. o What exactly did the consumer do? o Where did the consumer locate the product? Did he/she engage in searching? o Describe the buyer's interaction with the product, the store environment, and other customers.
• Describe the purchasing behaviour of the consumer who spent the least amount of time in this process. Describe the same information as above.
• Now describe the purchasing behaviour of what you believe was the "typical purchaser" you