Select three competing clothing stores in your area and conduct a store image study for each one. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you could bring to the attention of store management?
Conduct naturalistic observation at a local mall or shopping centre. sit in a central location and observe the activities of mall staff and customers. Keep a log of the non-retailing activity you observe (special performances, exhibits, socialising, etc.). does this activity enhance or detract from business conducted at the mall or shopping centre? As shopping centres become more like high-tech game rooms, how valid is the criticism that shopping areas are only encouraging more loitering by teenage boys, who do not spend a lot in stores and simply scare away other customers?
R ecent research (among American married and single women without children) has shown that there are major differences in individuals’ attitudes and behaviours in relation to shopping across five metaphors of time: pressure cooker, map, mirror, river and feast. consider how these temporal metaphors might vary across households (e.g. married with children); age (e.g. empty nest households); and culture.
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