Primary Data Collection Assignment- Observation Grocery Store Ethnography

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Florida International University *

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Marketing

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Feb 20, 2024

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1. A map of the grocery store, showing the places from which, you made your various observations. 2. Your raw notes (the notes you wrote while in the grocery store);  Date: 10/24/2023  Time: 5:34  Location: Publix  Observed a middle-aged woman in Publix in the in the deli area.  She kept look through the deli and produce section which indicated a big trip  The shopping started in the deli then work the the fresh produce section  She then look at the end caps to find the sale they had and picked up cereal  she then went to the dairy section, where she carefully picked up yogurt and milk. She took her time comparing brands and expiry dates.  She kept checking her phone, which I assumed was related to her list. She appeared to be marking items off the list as she placed them in her cart.  next stop was the frozen goods section.  she sent a lot of time in the frozen section  I saw that she was checking all the labels and see what was in the frozen food.  It look like she favor the gluten-free and sugar free item more than the regular item  She continued to the lanes checking more product with checking the BOGO sales for the can tomatoes, toothpaste, peanut butter, cleaning product, tea, and drinks  After the extensive exploration of the store, she proceeded to the bakery section.

 She selected a fresh loaf of bread and a few pastries, carefully checking for their freshness.  In the health and wellness aisle, she spent time comparing different vitamins and supplements.  She then headed to the checkout lanes with her cart filled with a variety of items.  At the checkout, she used her smartphone to access digital coupons and discounts for her purchases.  She engaged in friendly conversation with the cashier, discussing the store's promotions and upcoming sales events.  After completing her purchase, she neatly packed her groceries into reusable bags, showing her commitment to environmental responsibility.  She exited the store with a satisfied and accomplished expression, having completed her comprehensive shopping trip.  While leaving the store, she received a friendly greeting from the store manager, indicating that she might be a regular customer.  She carefully loaded her groceries into her well-organized car, ensuring that delicate items were placed securely.  As she drove away, she could be seen double-checking her receipt to ensure accuracy.  Her shopping trip displayed a thoughtful and health-conscious approach, focusing on gluten-free and sugar-free options in her selections.  The woman's attention to detail and methodical shopping style reflected a well-planned and efficient grocery run.  Her shopping list and coupon- clipping techniques demonstrated a savvy approach to saving money while getting the items she needed.  It was evident that the woman's shopping habits included both practicality and indulgence, as she balanced essentials like milk and cereal with pastries and snacks.  Her cart contained a colorful assortment of fruits and vegetables, suggesting a balanced and nutritious diet.  The woman's phone usage during her shopping trip highlighted the integration of technology into modern grocery shopping, making the experience more convenient and organized.  The thorough examination of labels in the frozen section indicated a focus on dietary preferences or allergies, emphasizing her commitment to a healthy lifestyle.  She demonstrated environmental awareness by choosing reusable bags, aligning with sustainable shopping practices.  Her shopping experience at Publix appeared to be a well-rounded blend of practicality, health-consciousness, and smart budgeting.

3. Your cooked notes (the notes you typed up, filling in the holes); In 5:34 PM on October 24, 2023, I saw a middle-aged woman in Publix engaged in a thorough shopping expedition. Her methodical approach to food shopping was immediately apparent as soon as she walked inside the store. She began at the deli and took her time browsing the variety before making her way to the fresh produce department, giving away how much she was about to spend. She methodically crossed things off her shopping list on her smartphone, as if it were guiding her around the store. She browsed the vegetable and deli departments before making her way to the end caps in the hopes of finding deals. She showed off her ability to get a decent price when she grabbed a box of cereal in this area. She proceeded to the dairy department, where she showed discernment by carefully examining expiration dates and comparing yogurt and milk brands. Her phone was a necessary tool for the duration of her adventure. It seemed to hold her shopping list, which she painstakingly crossed off as each item found a spot in her cart. Her astute use of technology proved how efficient and well-organized she was. Her next stop was the frozen products department, where she approached label reading with an almost scientific method. She clearly preferred the sugar-free and gluten-free selections to the conventional ones. This demonstrated her dedication to a certain food preference and highlighted her choices that were health conscious. That was not the end of the voyage. The checkout lines drew her in, and she looked over each item carefully. Taking advantage of Publix's Buy One Get One (BOGO) deals on canned tomatoes, toothpaste, peanut butter, cleaning supplies, tea, and beverages, she made sure to

maximize her savings. She was obviously a shrewd consumer, constantly searching for the greatest offers and reductions. After taking her time perusing the whole store, she made her way over to the bakery area. Here, she chose a few pastries and a fresh loaf of bread, showing a hint of luxury mixed with her practicality. Her colorful selection of fruits and vegetables in her cart, which suggested a wholesome and well-balanced diet, further demonstrated her balanced approach to grocery shopping. She spent time comparing various vitamins and supplements in the health and wellness section as part of her quest for a healthy lifestyle. This demonstrated her dedication to overall health. She demonstrated savvy budgeting by using her smartphone to retrieve digital coupons and discounts at the register. Her conversation with the cashier revealed a cordial relationship as they talked about in-store specials and forthcoming sales occasions. She demonstrated environmental awareness by carefully packing her items into reusable bags after making her final purchase. Her decision to purchase sustainably further demonstrated her environmental conscience. She wore a satisfied look as she left the store, having made a well-rounded purchase that matched her tastes and ideals. Her acquaintance with the kind greeting from the store manager suggested that she may be a frequent patron, highlighting her relationship to the business. She was meticulous even outside the store, packing her goods into her neatly arranged car and making sure that breakables were safely stored. It was obvious how well her shopping habits fit into her everyday routine.

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