Qualitative Research for Marketing Minor or Major

According to observational analysis the supermarket chain was accurate to a high degree in their beliefs about shopping behavior for customers over 65 years old. The notes from in-field observation were measured against the six beliefs of the supermarket chain. The chain wants a successful future by targeting this older market segment so it is important to understand the target customers. The supermarket chain believes older consumers behave differently while shopping compared to other consumer groups. For the majority, elderly consumers are more price conscious and purchase items in smaller servings. Non-grocery items and impulse products are less likely to be purchased by older shoppers. Last, elderly shoppers may have some physical problems.

Elderly shoppers evaluate grocery stores differently from other consumer groups. Other consumer groups were moving at a much faster pace than the subject. Other consumers also selected more brand names, used baskets instead of grocery carts, and stopped at displays. Larger displays and brighter lights may have improved how the subject (and whole consumer group), evaluates County Market. The friendly cashier bagged the subject's groceries which is another example of the differences because the same service would likely be less valuable for a different segment.

Healthy Part of a Balanced Breakfast and Hard Working Mind

The belief that elderly consumers are more price-conscious is accurate according to field observations. The subject purchased the cheaper alternative for most products and examined the prices for almost every item. There was a low impact of price savings between items, usually under a dollar, but it was still a heavy influencer. Many items had a sales sticker. The cost of the item was not the only deciding factor, the subject bought favorable, familiar, and more expensive products such as frozen meals. Next, the purchase of multiple, large, and pricier lasagnas also contradicted the belief that the elderly buy items in smaller servings. While this error could be related to a number of uncontrollable variables such as the upcoming holiday, overall observational analysis shows this belief to be the only one found incorrect. Most of the items purchased were inconsistent with the smaller-serving-size belief.

To confirm elderly shoppers rarely purchase non-grocery items a statistical analysis of the final purchases was conducted. This belief came out to be accurate for 90.90% of the items. The subject purchased paper towels which was the only deviation from a grocery only shopping cart. Next, according to the direct observation analysis, impulse items are not usually bought and may not be bought at all by the subject and segment as a whole. The subject was unaffected by items such as 99-cent snacks displays located at high traffic areas. The subject showed no interest in other impulse items like tabloids, candy bars, and car fresheners at checkout. Because impulse items were unnoticed while close inspection was needed for a single tomato, the subject confirmed this consumer group will not be likely to get impulse items.

Structured observation revealed physical limitations for the subject. The physical problems the subject had while shopping were mostly vision related. The subject inspected a lot of items closer and farther away from the eyes. In addition, the subject wore thick-lensed glasses. Items above eye-level were considered impossible and out of reach. However, an extensive assistance program may not be cost-effective because the subject demonstrated a high degree of independence. Attempts by the store to help elderly customers such as motorized scooters were not needed by the subject, neither was the assistance of any employee. However, brighter lighting would have helped inspect products and brighten the tall aisles. A greater availability of employees who are aware of the segment’s physical limitations could lead to higher sales.

EBT - BRAIN FOOD

Through disguised observation the behavior of the subject, an elderly shopper, was found to be consistent with the majority of the findings conducted by the large supermarket chain. Five of the six aforementioned beliefs were all confirmed to a substantial degree of exactitude based upon an analysis of field notes from observation of the subject. The subject definitely contradicted the belief of buying smaller serving sizes, but this conflicting shopping pattern was wont to uncontrollable variability for factors such as holiday visits or special/ unique occasions. Understanding the physical difficulties and its relationship to how the market segment evaluates stores is critical. In addition to evaluation differences and physical limits, price-consciousness, avoiding impulse buys, and preferring grocery items were all agreeable with the supermarkets data.

Background
Store Location:	County Market 101 W Arizona Ruston LA 71270
Date:	Wednesday 3/27/13
Arrival Time:	11:10am
Exit Time:	11:57am
Total time in store:	47 (minutes)
County Market private brand:	Yes

Customer
Age (approx.):	70
Limitations:	Sight, Hearing, Speed
Handicap Parking::	No
Requests for Assistance:	0
Impulse Buys:	0
Avoids non-grocery purchases:	Yes
Smaller serving size preference:	No
Evaluation differences among segments:	Yes
# of complete stops to inspect items:	12
# of different items looked at (approx.)	2-3 per stop
Products* finally purchased:	8
Price-Conscious:	Yes
Brand name purchases:	Yes
Payment Method	Cash, one coupon

*Unique products purchased; buying more than 1 of the same item counted as single product purchased.