Describe the product attributes desired as specifically as possible.

Step 1: Select an item categorized as a “shopping product” for which to shop. Describe the product attributes desired as specifically as possible. If it is a branded product, the brand sought should be named. The intent of this aspect of the assignment is to ensure you start out with a clear conception of the specific product for which you are shopping.
Step 2: Select two retailers who offer this product. You must choose two different types of retailers (specialty store, department store, discount store, or category killer) and visits one store of each type. Second, it is imperative that you choose stores where you have never shopped.
Step 3: Visit the two stores you selected and carefully record observations of specific strategic retailing factors at each store. The following guidelines will encourage attention to detail and provide an outline for the report:
Location Factors: Where is each store? What is the type of location (traditional business district, community shopping center, etc.)? How congested is the area of town where each store is located? What influence does the neighborhood have on your impression of the store? Would you travel to this store under normal circumstances? Write a detailed paragraph on the location of each store.
Exterior atmospherics:
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-tum or can you turn in at a stoplight?
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 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.
Do you think nearby stores increase the number of customers to the store you are visiting, or is it more likely to be the other way around? Are there direct competitors nearby?
Does the building have a modern appearance? Does it have an attractive appearance? Is the entrance inviting to potential shoppers? Explain. Write a detailed report (several paragraphs) on the exterior atmospherics of each store.
Interior atmospherics:
Aesthetics: Discuss aisle width in general and in comparison to the other store. 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 you detect. What is the noise level? Is there background music? If yes, note the volume, tape quality, and appropriateness of the music.
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 this department compared to 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?
Display: How deep and wide are the product lines compared to others in the store, the other store, and 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.?
Personnel: Are salespeople available to help? If yes, by what clues is 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? Write a detailed report (several paragraphs) on the interior atmospherics of each store.
Product: Is your product available? If not, is there a satisfactory substitute? What is your perception of the quality of goods offered? Why do you think as you do? Write a detailed paragraph on the product offering at each store.
Price: What is the price of the product/brand at this store? Is the price prominently displayed? How do the prices at the two stores compare? How does the price compare to your expectations? Write a detailed paragraph on the pricing at each store.
Using the results of your research, write a short paper that outlines your observations. Conclude your paper with reflections on the following questions:
From which of these two stores would you actually purchase the item? Why, specifically? List the factors that played a role in your decision. Which factor is most important to you? If you would not purchase the item at either store, why not?
What are the three most important differences you observed between the stores?
FORMAT: Reports shall be a maximum of 5 -8 typed pages using 12 pt. Times New Roman font with 1” margins and double spaced. Bullet points and subheadings should be used when appropriate. Include your name, date, course # and name of the assignment and in the footer number the pages.

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