Question

Visit any large local retailer of your choice and imagine yourself shopping for a product that you think is carried by that retailer.

Answer the following questions on the basis of your observations and complete a two- to three-page report.

A. Location Factors

What is the type of location (traditional business district, community shopping center, etc.)? How congested is this part of town in general? What influence does the neighborhood have on your impression of the store? Would you travel to this store under normal circumstances to shop for your product?

B. Exterior Atmospherics

a. How convenient is it to get into the parking lot from the street? For example, do you have to drive by and make a U-turn or can you turn in at a stoplight?

b. How adequate is the parking? What other parking issues do you notice? For example, is there a parking lot? Are the slots wide or too narrow? Is it a short or long walk to the entrance? Are there are other cars in the lot? (If not, how does that make you feel?) How adequate is visibility? Describe the pedestrian traffic in the parking lot and to the store

c. Do you think nearby stores increase the number of customers to “your” store, or is it more likely to be the other way around? Are there direct competitors nearby?

d. Does the building have a modern appearance? Does it have an attractive appearance? Is the entrance inviting to potential shoppers? Explain.

C. Interior Atmospherics

a. Aesthetics: Discuss aisle width in general and in comparison with other similar stores. Note the lighting. Is it too bright or too dim? Is it used to emphasize the merchandise? How crowded does the store seem? Too deserted? Too crowded? Describe any odors that you detect. What is the noise level? Is there background music? If yes, note the volume, sound quality, and appropriateness of the music.

b. Layout: How prominent is the department in which your product is located? How long did it take you to find the department/product? Are more/better signs needed? How large is “your” department compared with others in the store? How accessible is a cashier’s station? Is someone immediately available to take payment? If not, how long would you have to wait?

c. Display: How deep and wide are the product lines compared with others in the store, with lines at other similar stores, and with your own expectations? What sources of information/promotion about your product are available? Are you able to inspect the very unit you would purchase or is it sealed in its package, located in a warehouse, etc.? What are your perceptions of the quality of the fixtures, shelving, etc.?

d. Personnel: Are salespeople available to help? If yes, by what clues are the sales staff recognizable? Is a salesperson willing and/or able to help you right away? Is the salesperson knowledgeable about the products and services offered?

D. Product

Is your product available at the store? Is there a satisfactory substitute? What are your perceptions of the quality level of the goods offered? Specifically identify the factors on which you base these perceptions.

E. Price

What is the price of the product/brand you would purchase from this store? Is the price prominently marked? How does the price compare with other stores’ prices? How does the price compare with your expectations?

Conclude your paper with reflections on the following questions:

Would you actually purchase the item from this store? Why, specifically? List the factors that play a role in your decision. Which factor is most important to you? If you would not purchase the item at this store, why not?

Answer 1

A) LOCATION FACTORS

ANS 1- The place where i visit is in the community shopping complex.

ANS 2- It is quite congested as compared to other stores nearby.

ANS 3- The influence on the neighbour on me is that it is a kind of store which is having all generally needed items for day to day use.

ANS 4-yes I went to this store in normal circumstances as every item is present which i need .

B ) EXTERIOR ATMOSPHERIC

ANS 1- It is quite convenient as parking lot is just outside the store.so it is quite easy to park the vehicle over there.

ANS 2- Parking is quite adequated as almost 30 to 40 cars could be easily parked at a time.

ANS 3- The only issue i noticed is that there is no security guard was placed for the parking place ehich should be there for the safety of the cars parked by the customer.

YES there is a proper parking slot

ANS 5- yes the slots are quite wide to easily park a car over there .

ANS 6- It depend on were u have parked the vehicle as the parking is quite big so it depends on that whether the entrance would be close or a litte far.

ANS 7- Yes there were many cars parked of the customers ,when i visited .

ANS 8- there is proper visbility in the parking as it is a open parking in day time their is no problem and for night they have insatlled the halogen lights in the parking.

ANS 9- Pedestrian traffic was quite good in both in the parking and the store as many people are continously arriving and going from the store.

ANS 10- Yes there are shops nearby in that complex so chances for increasing the customers due to other shops is quite high.

ANS 11- No there are no direct competitiors nearby. AND yes the store has the modern and atractive appearence and yes they have tried to attract the shoppers with many advertisments of sale and other things outside the store.

C.) Interior Atmospherics Aesthetics

ANS 1- aisle was quite wide between different shelves i.e two people can cross side by side without any problem even after carrying their trolleys. As compared to others stores i visited the aisle here is quite wide .

ANS 2- lighting of the store is perfect neither to hig nor to dim.

Yes they have used the lightining on the merchandise so that it looks quite good to the customers and attract them to buy it .

ANS 3- the store is quite crowded as it is a mega store and every item is quite possible to find so people use to come here quite often.

Yes the odor of the store is good there is a good fragrance in the store not to high odor but yeah a little bit was there .

The only noise i felt was of the people chattering . No there was no backgroung music in the store.

The deparment is quite prominent as every department is named properly and sales men were appointed in case you need help to find the department.

It took me approx 5 to 10 minutes to find my product . No i guess signs provided were quite helpful to find the each department.

As it is MEGA STORE it is quite big as compared to other stores nearby.

Cashier station is quite accesible ,there are 5 cashier counters for making the payment.

we need to wait for our chance as there was queue at the casier counter. Product lines available was quite high there were many good of same kind and i think the product line here was mush high as compared to other stores which i have visited.

There were sales person aloocated to each departmnet which were helping the customers that is explaning them about different products and there uses.

No we are not allowed to use or inspect the product right there as many of them are sealed packed.

D) PERSONNEL:

ANS 1 -YEs there are sales persons available for each department , all the salesperson are in uniform prescribed by the store manger as most of them are wearing the same clothes.

Yes the salesperson overthere are willing to help and and helping everycustomers who is facing any problem regarding any product.

Yes the salesperson are quite knowlwgwable about the product of their deaprtment and their uses.

ANS - YEs my product was available overthere.Yes there were many satisfactory substitute available of that product.

Quality provided over there are all branded depending on the price.

ANS - The product i purchase was a shaving form of gillette .Yes the price of the product i.e MRP was marked on the product.

The difference between prices was very less and unnoticiable.

Yes I had purchased the product from that store.beacuse wide variety of products are available at a decent price.

The factors that played role in my decision was the PRICE & QUALITY/BRAND .

The most important factor is Price to me.

I would not purchase the product from the store if there is big difference between the price of this store and other store .

Answer 2

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