Filed under: IDES
Who are the shoppers?
The shoppers range from all walks of life. Most of them are housewives, elderly people or students. Only a small percentage of the shoppers bring their children along.
What do they buy?
A majority of the shoppers were seen at the fresh and frozen foods section. Food items can be spotted in almost any shopper’s basket or trolley. Very few people were spotted at the electronics section which consisted mostly of men anyway.
How do they shop?
With the exception of a female teenager, we did not see anyone else bring a shopping list. Few people brought their own bags. Everyone else was using the baskets and trolleys that were provided in the supermarket. Sign directories are attached above and categorized accordingly, making shopping for groceries easier. Bulky items are loaded onto the base of the trolley or perhaps sent by home delivery if it is too big to carry. Payment is then made at the counter when the shoppers are satifised and check out their items. Shoppers who require a few items only would use the express lane to make payment.
Research
We reached the designated area at about 5pm. It was generally crowded by that time already judging by the vast number of shoppers at the counters. Headed out to observe and document research, going through sections by sections. Our observations include:
- When couples shop for groceries, normally the female would be choosing and examining the products while the man would stand there idly and listen to her opinians.
- In family cases, the husband will stay behind with the trolley and children while the wife will go to see the products.
- We did not see anyone else with a shopping list at all, with the exception of a female teenager. We assume that lists are made so that people can get their items if they’re rushing for time or if to be sure. No one seemed to be rushing in their shopping, taking on a leisurely pace.
- Mainly the foods, vegetable and frozen food sections were the most populated area. The types of people ranging from housewives to elderly people, ages of all kinds. Food is the most essential shopping item hence that explains the massive crowd.
- We stood behind and observe a lady’s actions. She stood before the range of items, staring at it for quite awhile. Then she picked up one item and started reading the label thoroughly. Then she looked up at the shelf again and started scanning through the items before picking another one and comparing them both. This type of behavior seems to be quite common with a lot of people.
- Shoppers tend to reach for the item located right at the back than the front.
- Shoppers like to check out the expiry date 1st thing.
- Shoppers are attracted to the free samples given out by the saleswomen stationed in their booths.
- Teenagers clad in school uniforms buy light items such as snacks, they’re rarely seen with baskets or pushing trolleys.
Signs are placed above with the different categories to make shopping easier.
An example of a family case where the wife picks the groceries while the husband stands behind with the trolley and takes care of the children.
A shopper taking quite a period of time scanning the items on the shelf.
Filed under: IDES
More time because it is almost never enough.
To be happy everyday.
Better time management.
Less assignments.
