In your existing groups, students will be writing a report to the owner/manager of a local specialty retail store of your choice, on how they could apply the principles of Consumer Behaviour to increase their store’s performance.
You are to watch how the store works and how consumers interact with this store and then try to improve or better understand how the store works using concepts from the text and class. You are also to review their website as it is a critical part of the business (do not have to buy on the website)
Criteria for choosing a store:
❒ Instructor’s approval required, on or Before March 9! Where you will get my approval for the store and have a list of 10 plus CB topics that you are considering using. You will also have the store Manager’s/Owners approval.
❒ Choose a small specialty store, NOTa large department store or Large grocery store or Large restaurant chain. Also NO Franchise’s (ie NO Tim’s, Staples, Cactus Club) It can be urban clothing, Niche activity (Paintball, Dancing, Hockey, etc) or other specialty retailor. You must check that the Manger will let you watch their customers and take photos of the store and has a website.
❒ Sufficient traffic: choose a store that has enough customers so that you don’t have to spend all day there to get your observations done. Or Pick a high traffic day
❒ Good place to observe: choose a store where there is a place that you can sit or move around inconspicuously and observe the shoppers without impacting their behaviour.
❒ Select a Retailer that you find interesting: Your analysis will be mainly based on your researchobservations, but you may find that these observations make more sense to you if you are familiar with the product category and have a basic understanding of the types of shoppers.
Use 6 to 10 concepts from the text to create your plan. These will form the main sections of the report. (Do pay special attention to the concluding section of each chapter, where applications in marketing strategy are discussed). These have to be Consumer Behavior topics.
Do some research in the Library on the topic of consumer behavior and retailing?Find some examples of how other Retailers have used Consumer Behaviour in their stores
Start with an intro section briefly describing the purpose of the study, store background information, and location.
Then brief sections on methodology, and the target market(s). Next the theory sections. Do be sure to incorporate the key ideas from the interviews, articles, and conclusions from your observations, to deepen your analysis in your discussion of each of the 8/10 Consumer Behavior theories.
Include recommendations on how to improve things like layout, loyalty programs, Website, marketing to sub-cultures or to specify groups, merchandising etc, all linked to your analysis.These have to clearly tie back to your theories.
代写 MKT 1299 RETAIL STUDY
Finally, a brief summary of your overall recommendations.
Research should include:
❒ Store location, location of parking/transit and outdoor signage/displays (use a camera to take photos)
❒ Draw a layout of the store, showing the important elements and product ranges
❒ Make additional notes/photos about lighting, colours, other aspects that might be relevant
❒ Follow at least 20 shoppers and observe and record their behaviour. Think ahead about what information might be important – their traffic pattern, interaction with products or staff, interaction with each other (if in a group), their gender, age, other demographics. Record as many aspects of shopper demographics and behaviour as possible. Draw their movement pattern on a copy of the store layout.
❒Interview the manager and the manager of a competitive store on the stores marketing practices, trends, target market etc. Who do they think their customers are? Why do they think customers shop at their store?What are the main drivers for customers
Your final report should be 6 to 10 pages, single-sided, plus cover and appendices. Staple only do not put in binders, coil rings, etc.
Presentation will be in the last class. 20 minutes.
代写 MKT 1299 RETAIL STUDY
