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DEMOGRAPHICS Shop / Locations visited - Westside - Law Garden Louis Philippe – ISCON Mall Reliance Mart - ISCON Mall Time 18 30 - 20 15 hrs No of observers 5: 4 Male; 1 Female Total No of shoppers observed 18 Adults; 4 Children No of families 5 Couples 5 Kids 4 Individual shoppers 6 Males; 2 Females Age profile Males 25 – 45 Females 25 – 40 (Margin of error + or – 5 0)
OBSERVATIONS - SHOPPERS:
OBSERVATIONS - SHOPPERS Few shoppers were specific about their preference and went directly to that particular section Ladies in general picked bright colors. In men’s section, when couples were making purchase, women helped the male member in buying decision in terms of color and design. In the ladies section, men stayed away while their spouses were looking at dresses . Shoppers consisted mostly of families – husband and wife and 1-2 kids and a few individual shoppers could be seen In one instance one lady was totally disinterested and stayed away while her spouse was making a purchase and stayed a few feet away with her kids
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Most of the shoppers in accessories section were generally found doing window shopping. In cosmetics section, when a lady shopper was looking at lipstick, the counter staff applied the shades on the back of the hand of the customers and tried to promote the product ( L’Oreal) In men’s section, the individual shoppers made a quick choice and moved away. One Individual male shopper was clueless about the size when he was looking for buying Salwar Kameez on behalf of a female In Louis Philippe showroom, one individual male shopper was asking for specific detail about fabric, matching ties and trouser. While making the payment, all consumers were least interested in fillers ( chocolate etc) OBSERVATIONS - SHOPPERS
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Staff were courteous when a customer approached them . Assisted the customers by providing shopping bag wherever needed Staff were helpful to customers when they had specific query about sizes. Generally, staff stayed few feet away from the shoppers but moved quickly only when a customer was looking around with a query In men’s section, in few cases, staff came forward and enquired whether the shopper need any specific help . Counter staff in accessories section also did not take initiative to enquire whether the shoppers need any help When a shopper made his selection, the staff assisted him till the cash counter OBSERVATIONS - STAFF
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Accessories Section ( Diamond Jewelery - Gili )- A discussion between a couple and the staff (Reproduced Verbatim) Female : browsing Male: What are you looking for here.. You bought one last month for your birthday… birthdays will come only once in a year.. Female: Shhhh .. I am just looking ! (Tells counter staff) can u show me this? ( pointing at a ear ring) Staff: Sure ma’am. Female: is it pure diamond with white gold or platinum? Staff: White Gold ma’am… Female Is there any discount you are offering ? Staff yes ma’am , it is 25% on selected items. Female Do you have any exchange policy? Staff Yes . Male Hey.. Lets move .. I am already broke Male ( to staff) Thank you ma’am.. We have no plans to buy today
Thank You:
Thank You