Consumer Behaviour in the Unisex Shoe Store Category

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This report analyzes the role personal, social, and situational factors in consumer behaviour in the unisex shoe store category. Observations were made at three different shoe retailers including Town Shoes, Payless Shoe Source, and The Shoe Company. These three stores offer very diverse retail environments targeted towards different demographics of people. This report also found that the retail setting, such as music, light, and organization, had an effect on the actions of the consumers in the store. The time of day also had an effect on consumer’s purchasing behaviour. Environmental analysis Town Shoes: The store had bright lights and loud pop culture music without lyrics which attracted a younger demographic of customers. There were “Buy one get one half off” signs displayed all around the store, which encourages consumers to buy more than one pair of shoes. The shoes are displayed without any form of organization; brand name shoes are mixed in with non-brand low quality ones, all stocked in piles on the floor. There are no specific try-on areas for shoppers to try on their shoes and the sales people were mostly unavailable to answer questions because of the high turnover rate of customers entering and exiting the store. The sale racks that post 50% have mixed shoes of different color, style, and size. Most of the shoes are for the current season (i.e. sandals, pumps) and the majorities are female sandals and heels. Payless: The sale discount signs and cheap price of shoes is the big attention grabber for this store. The medium lighting with soft background music provides consumers a relaxing environment to shop. The shoes are displayed in a warehouse style according to size and gender and accessories. There are also medium quality bags and accessories located near the cashier that satisfies consumer’s desire to take part in the summer fashion. The store layout implies that there is no other inventory since all the shoes are out on display. Most of the shoes only targets the current season. There are limited numbers of try-on areas at the end of the aisles near the back of the store, encouraging shoppers to test out shoes. The employees do not seem to approach customers to help them, but are available for questions. The Shoe Company: The recognizable designer shoes are on the display to attract consumers who seek for quality shoes or the desire to identify themselves as having a higher social status.

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