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Visit a retail business in WINNIPEG that you are not familiar with and describe (by observing and participating in) the shoppin experience that the business
- Visit a retail business in WINNIPEG that you are not familiar with and describe (by observing and participating in) the shoppin experience that the business is trying to achieve.
- You should be able to accomplish this by answering the questions below. The project will require that you seek input from secondary research sources - Consumer Behaviour articles, websites, books.
- In your evaluation, you must include a description of the store such as location, layout, lighting, signage, sound, scent, overall attractiveness, cleanliness, mood and staff should be included here. You must include a map of the location, in reference to other points of interest or competition, and a floor plan layout. Be sure to include consumer behaviour and/or marketing terms that have been covered in class.
- Once you have described the experience, answer the following:
- What is the store's name?
- What is the nature of the business? What does it do? (describe in detail)
- What store image is the business trying to create? What is its position within the marketplace? (compete in what segment)
- Construct a perceptual map of this business and its competitors. Pick any two criteria to use (such as price vs. quality, performance vs. brand). Use at least five competitors.
- Describe the business's product mix (other products) and product lines (relevant products).
- What category of products would this business fit into? (convenience, shopping, specialty, emergency).
- Does this business create synergy within all of its marketing mix variables (price, promotion and place)? Explain.
- How would you describe the target market for this business?
- Which demographic factors are most relevant for developing a marketing strategy for this particular business? Why?
- What VALS (value and lifestyles) segment do you think would be the best market for the products that this business sells? Why?
- Describe the decision-making process that a typical consumer would use with respect to this product? What are the marketing implications of this?
- What information sources is a consumer likely to use regarding the purchase of a product from this business?
- Who is involved in the purchased decision for the products that are sold in this business?
- What evaluative criteria do consumers use in purchasing the products? Do these ever change? Why/why not?
- Who influences the decision to purchase these products?
- How do you think consumers choose from among the brands in their consideration set?
- What risks are associated with purchasing and consuming the products that are available from this business? What can be done to minimize these risks?
- What motivates the business's target audience to purchase their products?
- What non-verbal communication factors are important to the atmosphere of this store?
- What are your thoughts/opinions of the particular experience?
- What could the business do to improve the shopping experience? Be sure to follow up your recommendations with "Why".
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Store Description The store I visited is called The Brick located in Winnipeg Manitoba The store is a home decor and furniture retailer that offers a wide range of products including sofas chairs tabl...Get Instant Access to Expert-Tailored Solutions
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