Grocery Store Observation
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Grocery Store Observation Maritza Sandoval
MAR4503 10/18/2023
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Raw Notes
Thursday, October 26 6:40PM
Gentleman (Older demographic I’d say 50+) Glasses, sporting outfit, grey breathable shorts, green fitted (dri-fit material) Stood staring at lettuce and greens options Focused on affordability True Bleu publix mix (on sale 2 for 6) Walked towards Orange juice / Lemonades
Took approx. 7mins to select a beverage
Indian River 2 for $6, Simply Lemonade Final:1 jug of Publix brand orange juice Returned to lettuce aisle twice
Traded original brand selection for lettuce to on sale 3x Bacon Caesar packets Beer aisle 9: Stella Artois Cheese: Swiss sliced (Switched original selection for sale) Cheese stare; Swiss on sale (2 for $5 Publix) Walked through two different aisles ended up in aisle 3 looking for tuna
Cooked Notes
- The observation took place on Thursday, October 26, at approximately 6:40 PM at Publix supermarket in Kendall, Florida.
Participant's Description:
- The observed participant appeared to be a gentleman of an older demographic, estimated to be around 50 years of age or older.
- He was wearing black reading glasses and was dressed in a sporting outfit, specifically grey shorts and a dri fit breathable top along with running sneakers, suggesting a casual and possibly active lifestyle.
Observations:
- The participant initially stood in the lettuce and mixed greens section for an extended period. This behavior indicated a moment of contemplation and evaluation of his options in this category.
- Notably, the participant seemed to prioritize affordability in his product choices.
- He selected the "True Bleu Publix mix," which was on sale at 2 for $6, demonstrating a clear focus on cost-effective options.
- After making this selection, he proceeded to the orange juice and lemonades section not too far from the lettuce selections. - The participant spent approximately 5-7 minutes in the orange juice and lemonade section, suggesting a thorough decision-making process.
- He considered the "Indian River" and "Simply Lemonade" options.
- His final beverage selection included a jug of Publix brand orange juice, indicating a preference
for the store's own label or savings compared to other brands.
- After making his beverage choice, the participant returned to the lettuce aisle not once but twice. He exited the produce aisle walked along the back wall of Publix and walked back into the
mixed greens. - During one of these returns, he switched his original brand selection (Publix True Bleu salads, typically on sale) to a product on sale “Fresh Express Salad Kit (3).”
- The participant then proceeded to aisle 9, which was the beer aisle. He selected "Stella Artois," possibly influenced personal brand preference. He seemed to look for a promoted selection, given by the pacing up and down the aisle twice. - In the cheese section, the participant displayed a preference for Swiss sliced cheese.
- He seemed to be looking for Swiss cheese on sale and switched his initial selection for a sale product. Specifically, he selected "2 for $5 Publix" in relation to Swiss cheese.
- During the observation, the participant was seen navigating through multiple different aisles, and he ultimately ended up in aisle 3, where he appeared to be looking for Tuna.
- He demonstrated a consistent focus on affordability and sale items. This emphasis on economical choices aligns with his prolonged consideration of products. Additionally, his focus on sale items and his willingness to switch selections for these discounted products.
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