Essay About Retail Industry And Brand Recognition

Consumer Behaviour
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My observation took place in Sobeys on May 11th , Afternoon whereas I observed 4 men and 3 women shopping alone for groceries .Based on my experience working in the retail industry , it can easily be observed that there are at least5 observations between men and women shopping alone. The first observation is the checklist, the check list is something essential for guys to enter the convenience store or the retail store with . Men usually hold their checklist put , getting the groceries on the checklist after checking it off and leave contrary to that women dont usually enter with checklist in their hand and if they do, I observed that they usually talk to themselves about special offers or to the cashier on how much they were tempted to buy . My  second observation would be the the respond to the sales promotion devices interms of the items display,demonstrations, sales talk and pricing , women usually respond to sales promotion due to price deduction temptations as for the 4 men I observed shopping they dont really respond to sales promotion unless it is on their groceries  checklist . The third observation was time and frequency of purchase, men were quick in shopping they knew where the aisles were and wouldnt take a long time in contrasting and comparing brands as they have developed brand recognition and loyalty as for women if a new brand was spotted they would spend time recognizing the brand, price and ingredients compared to the brand they were originally going to purchase . The fourth observation were the methods of purchase as both the 4 men and 2 women I observed were paying with master card or debit card but only one woman was paying in cash and she was about in her mid 60s I assume which explains the adaptability of the latest payment trends. The fifth observation is items purchased , women are more likely to pay more for luxury brand pr well known brands because they look at ti form a quality outweigh price perspective as for men they do wat the cheapest as they go y the saying ( as long as it cleans thats all that matters) heard one of the men talking to the cashier on te soap they bought which proves that he didnt want the complementary aspects of the product which is the soap such as scent, color, brand, package and size rather than convenience and practicality  is what he was looking for.