ADDITIONAL PROJECTS
Retailing Management 10th Edition
22
CUSTOMER SHOPPING EXPERIENCE
The materials to complete these assignments are in Chapter 4, Customer Buying
Behavior
Example 1
Customer Experience Project
Students should work individually on this project. Students should select a particular
product or product category that they or someone they know is interested in purchasing
(or recently purchased) for personal use. This should be a product (as opposed to a
purchase (something not regularly
purchased, and of high enough price that an extended decision process is used
for example, golf clubs would be appropriate, but golf balls would not). Examples would
Deliverable:
The deliverable will be a written report in a table form ranging from 2-4 pages in length.
Any attachments such as ads, circulars, etc, should be attached to the written report.
Due Dates:
ADDITIONAL PROJECTS
Retailing Management 10th Edition
What should the report cover?
The report should cover any relevant aspect of the purchase process. All of this can be
observed, however additional insight can be gained from talking with store personnel and
managers. The focus should be on the way that the purchase process differs between the
two retailers. The report should at minimum cover the following areas:
Store A
Store B
Description of customer base/segment shopping
at this store (demographic, psychographic, etc.)
Knowledge of customer about the product when
entering store
Type and extent of customer assistance provided
Grading criteria:
Grades for the project will be based on the following criteria:
1. Thoroughness of report: were all aspects of the purchase process adequately
examined, and were differences between the customers bases clearly defined for
each section?
ADDITIONAL PROJECTS
Retailing Management 10th Edition
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Example 2
You are going to use the multi-attribute model to analyze the current competitive status
of your favorite store and make corresponding recommendations.
DIRECTIONS:
1) For your favorite store (the one that you wrote on your student information sheet),
pick the 5 most relevant store benefits for the retail type that your store belongs to.
(See Chapter 4’s discussion of the multiattribute model or your notes from class
discussion for assistance).
4) Type up the questionnaire. Give to FIVE people that are familiar with your
THREE featured stores. Design the questionnaire any way you want, making it an
effective and efficient tool to collect the data you need. Include demographic
5) Analyze the results. Provide no more than a three-page bullet-point report on your
findings. In your analysis, consider at least the following: 1) Did the respondents’
evaluation scores correspond with the store that they usually choose? What are some
of the reasons why or why not? 2) What benefits are the most important for people
shopping at this category of retailer? How does this correspond with what you know