Consumer Behavior

BUS 343

Direct Observation of Customer Behaviour

The products selected for our assignment were shoes and because they are everyday necessities as well as wearable statements, also the market demand is high. We chose shoes mainly because the ranges of consumers are continuous. This allowed us to thoroughly observe people who made purchases based on needs, social class, culture, age groups, and consumer behaviours. The shoes stores that our data was derived from were Payless Shoes Source, Stone Ridge, and Holt Renfrew.

Payless Shoes Source is a discount footwear retailer located in a low traffic mall center. Customers that enter the store are mostly families with children or older ladies in their late forties. There was little communication between sales associates and...