Consumer Behavior – Stake out one location

consumer behavior

Introduction to Consumer Observation, Reflection and Analysis

 Focus on your Observational Power (Limit 2 pages, single-spaced, font size 12, plus up to two supporting materials in appendices)

This assignment asks you to conduct observational consumer research and make comparisons between consumers, situations, or locations. The goal is to enable you to see how our understanding of consumer behavior may change when viewed more mindfully. Systematically observe consumers in the wild. Your observation should be in person. For example, you might:

(A) Stake out one location (for example, a grocery store or mall kiosk) and observe and compare how different consumers behave. OR

(B) Stake out one consumer (or two) as he or she navigates through a grocery store or big-box retailer and observe and compare his or her behavior in different situations. This approach is most likely to yield insights in a store with varied environments. OR

(C) Stake out two related locations (e.g., Whole Foods vs. Trader Joe’s) and compare consumers’ behavior between those locations. Observational research should be systematic. It may be more or less quantitative, but it requires careful observation, taking notes, and integrating your findings. For additional background reading, see https://guides.library.duke.edu/c.php?g=289813&p=1934020. For this assignment, the observation itself should take roughly one to two hours, plus time for your analysis and write-up. Please document:

• Where did you go and when?

• Briefly describe your observations and your interpretation of those observations. What did you discover beyond what we already know? (If you think most classmates would report the same conclusions based on mere introspection, dive deeper into your observations.)

 • Briefly describe the potential implications that your observations may have for marketers. Think about the consumer decision-making model we have been using in this class. How could a marketing strategy influence the behavior you observed? What novel recommendations could you make to a retailer, manufacturer, or other firm?

• Briefly describe what novel insights your observations may provide into consumer behavior more generally, beyond the specific context you examined.

• Identify at least 1-2 questions that you might ask in a survey or follow up interview to verify that your interpretations are correct for the population you are studying.

• Finally, assess how some of the behaviors you have observed might have been influenced uniquely by the COVID-19 pandemic. How might they have been different before the pandemic? Which of these behaviors might last beyond the pandemic? Remember:

a.) Researchers make inferences based on observations, not assumptions. Do not ASSUME. b.) Your analysis should follow the trajectory: Observation => Interpretation => Insight => Recommendation for Marketers c.) Be creative! Think deeply about your analysis and recommendations Your grade will be based on the following:

a.) Do you document a variety of consumer behaviors?

b.) Do you draw reasonable and deeply considered inferences from these behaviors?

c.) Do you extend these inferences to derive broad consumer insights?

d.) Are your recommendations for marketers creative and consistent with your observations and analyses?

e.) Do you use appropriate marketing and consumer psychology terminology?

f.) Overall, do you demonstrate a strong understanding of consumer behavior concepts?