Science of Shopping Exercise

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Philippe Augustin Professor Walz MKT 357 January 31, 2013 Science of shopping exercise Science of shopping exercise For the observation exercise I went to Family Fare and observed a girl shopping with a friend tagging along. The girl didn’t have a list and ended up traveling through all of the stores aisles and came out with a bill of around $30.00 total. The friend mainly kept to herself but did influence the buyer’s decisions somewhat. I feel that this shopper didn’t exactly know what she needed and kind of just stumbled across certain items and put them in her cart (definitely an impulse buyer). This shopper was surprisingly not a cross shopper, everything that she bought was Spartan brand and she didn’t stray into other brands of food, regardless of the price. - She did not have a list and this was obvious because of how slow she moved along the isles. She appeared to be analyzing her options and looking at everything she passed by. She did, however, respond to tags indicating items on sale. If she was unsure about buying a certain item, her choice would be swayed by the sale and most of the time she would choose to buy it. - Her pattern of shopping did not reflect the idea that she was searching for items. Since she just went back and forth down the isles in a ziz-zag pattern, it appeared that she made decisions based on what she passed by. - She did buy everything that she put in the cart. It was difficult to tell whether her purchases were made on impulse because she had such a variety of items and she took a while to decide for each item. - She did not have to wait in line to purchase her items and she did not pick out anything (such as candy, gum, pop, etc…) in the checkout area. - She did occasionally check her phone while shopping. It was unclear whether she had
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