Visit any large local retailer of your choice and imagine yourselfshopping for a product that you think is carried by thatretailer.

Answer the following questions on the basis of your observationsand complete a two- to three-page report.

A. Location Factors

What is the type of location (traditional business district,community shopping center, etc.)? How congested is this part oftown in general? What influence does the neighborhood have on yourimpression of the store? Would you travel to this store undernormal circumstances to shop for your product?

B. Exterior Atmospherics

a. How convenient is it to get into the parking lot from thestreet? For example, do you have to drive by and make a U-turn orcan you turn in at a stoplight?

b. How adequate is the parking? What other parking issues do younotice? For example, is there a parking lot? Are the slots wide ortoo narrow? Is it a short or long walk to the entrance? Are thereare other cars in the lot? (If not, how does that make youfeel?) How adequate is visibility? Describe the pedestrian trafficin the parking lot and to the store

c. Do you think nearby stores increase the number of customers to“your” store, or is it more likely to be the other way around? Arethere direct competitors nearby?

d. Does the building have a modern appearance? Does it have anattractive appearance? Is the entrance inviting to potentialshoppers? Explain.

C. Interior Atmospherics

a. Aesthetics: Discuss aisle width in general andin comparison with other similar stores. Note the lighting. Is ittoo bright or too dim? Is it used to emphasize the merchandise? Howcrowded does the store seem? Too deserted? Too crowded? Describeany odors that you detect. What is the noise level? Is therebackground music? If yes, note the volume, sound quality, andappropriateness of the music.

b. Layout: How prominent is the department inwhich your product is located? How long did it take you to find thedepartment/product? Are more/better signs needed? How large is“your” department compared with others in the store? How accessibleis a cashier’s station? Is someone immediately available to takepayment? If not, how long would you have to wait?

c. Display: How deep and wide are the productlines compared with others in the store, with lines at othersimilar stores, and with your own expectations? What sources ofinformation/promotion about your product are available? Are youable to inspect the very unit you would purchase or is it sealed inits package, located in a warehouse, etc.? What are yourperceptions of the quality of the fixtures, shelving, etc.?

d. Personnel: Are salespeople available to help?If yes, by what clues are the sales staff recognizable? Is asalesperson willing and/or able to help you right away? Is thesalesperson knowledgeable about the products and servicesoffered?

D. Product

Is your product available at the store? Is there a satisfactorysubstitute? What are your perceptions of the quality level of thegoods offered? Specifically identify the factors on which you basethese perceptions.

E. Price

What is the price of the product/brand you would purchase from thisstore? Is the price prominently marked? How does the price comparewith other stores’ prices? How does the price compare with yourexpectations?

Conclude your paper with reflections on the followingquestions:

Would you actually purchase the item from this store? Why,specifically? List the factors that play a role in your decision.Which factor is most important to you? If you wouldnot purchase the item at this store, why not?