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.
The more upscale retailer Scoop showcases accessories on models, to encourage consumers to buy them as part of the complete ensemble outfit they are assembling at the store. However, the real ‘treat’ aspect of Scoop is shopping at the store itself. Some stores, such as the grocery store Marks & Spencer in England and high-end stores such as Scoop are almo...
The author targets a certain consumers, people who are “stressed and sore-footed.” By targeting consumers for the “MagnaSoles” shoe inserts, it creates a purpose for the product to be marketed. With the “stressed and sore-footed” people, the author adds that they are “clamoring,” shouting, yelling, and demanding, for the new shoe inserts, which creates the allusion that the product works and is worth the money.
While one man warns the girls about the consequences of wearing the shoes by saying “Them are dangerous,” and “You girls too young to be wearing shoes like that”(41), others are not so kind. Most people (all of them male) only yell out derogatory remarks such as “Ladies, lead me to heaven”(41). These comments, however, do not seem to affect the naive girls very much, as they all agree that “these are the best shoes”(41), in the midst of their walk.The fear and realization comes when a homeless man calls Rachel “a pretty girl”(41), and offers a dollar for a kiss. Even though the girls run away from the man, they can never run away from the realization that they are constantly being judged by the people all around them. Esperanza and the girl’s obviously don’t enjoy this newfound attention as they “are tired of being beautiful”(42), and hide the shoes where they are eventually thrown away. These high-heeled shoes may seem innocent at first, but is is soon clear that they shift the perception of the girls and attract unwanted sexual attention they don’t
The Shoe Industry consists of a multitude of footwear categories, varying in utility, style and occasion. When overseeing the market for the shoe industry, we must look at the influence of all shoe trades universally to comprehensively understand how the disparities in sales relate to the needs of specific regions. Worldwide the footwear industry holds great aptitude for expansion, with a strong hold on over $256 billion in market value . When geographically segmenting the market, the United Sates represents 27.9% of the market at $71.7 billion, leading the market is Europe grasping 38.4% of the market at $98.4 billion and the Asia-Pacific region holding 19.1% of the market at $49 billion; the rest of the world makes up the remaining 14.6% of the market at $37.5 billion. Between 2008 and 2012, the average growth rate domestically has been 4.1%; in Europe and Asia-Pacific markets the growth rate was 1.7% and 4.8% respectively (see Exhibit 1).
Coming from the world of technology, Johnson envisioned the idea of transforming the “brick and mortar” experience for JCPenney shoppers. His goal was to modernize the store atmosphere to become more appealing to JCPenney consumers, which eventually lead to Johnson’s store-within-store concept. This strategic expansion of JCPenney’s product line was a major point of differentiation for the brand. The collection of branded shops such as MNG, Liz Claiborne, and Arizona were not blocked off with doors and it allowed for consumers to engage with the entire store while easily navigate into other shops within JCPenney (Poggi, 2012). The newly renovated layout focused on improving merchandise presentation and highlighting private brands such as JCP and St. John’s Bay. This store makeover allowed for ...
Shoes are one of the essential survival tools because they provide protection to our feet where the balancing and supporting of our physical weight occurs. Not only that, but shoes are also perceived as fashion items. In the current era, the kind of shoes we wear represent who we are and contribute in giving people distinct individualities. However, as looks can be deceiving, these shoes are not as simple as they look when it comes to production, manufacturing, distribution, consumption, disposal, and measurement of their values. In order for these shoes to become products, various actors are involved including: consumers, firms, government, and the workers (Commodity Chains That Bind, 2013).
Suitable for a number of occasions – The new line, Timberland Boot Company®, was designed for people that would like to wear a Timberland on many occasions, not only for outdoors activities. When people think about Timberland products, they create an image of the big yellow boots. However, the Timberland Boot Company® is more casual, being inspired in a period of transition during the Industrial Era in New England and Northern England, but still fashion, comfo...
First, music was playing and was at a volume that almost anyone could hear. The country genre gave the atmosphere a comfortable, Midwestern feeling. The music lightened up the environment of the store and made it a fun place to be. By the front windows, fall decorations were hanging which gave the establishment a festive feeling. On each wall, there were lights pointing at the shoes, making it easier to see the products. All of the footwear was displayed for the customers to see. From would I could tell, there was no attempt to persuade with smell or taste. There was no noticeable scent and they did not provide any food or drink to use as
Main drivers for US profitability has been within women shoes, broken down in sub categories of casual (17%), dress (13%), and athletic (10%) shoes, composing roughly a 40% demand of the market. However, domestically men’s athletic shoes represent 20% of the market and show signs of increase, globally men’s athletic shoes make up 30% of the market. This increase in sales within the athletic sub-category can be lead by the increase in demand for shoes that allow easy, fast movement. Studies show that ages within 18 and 45 in the U.S. have increased physical fitness by 17% since 2006. According to the Outdoor Industry Association, outdoor footwear grew...
3. Run up and down the store with the shoe on. Get a feel of the shoe.
Carrefour’s approach immediately separates male and female shoppers into two different paths throughout the store. Both sides of the main aisle, immediately past the entrance to the store, are littered with
When you walk into a discount store such as Ross, you will notice rows and rows of clothing racks. If you look down you will see tile floors. Ross has several different sections. They have a men’s, sports ware, women’s, juniors, children’s, under garments, electronics, luggage, kitchen accessories, shoes, accessories, bed and bath, and seasonal. These sections are all scattered through out the store. When you walk into a section, you will notice the aisles are very close not allowing carts east access between them. If you are looking for a specific item be prepared to search for it. Since all their clothing is on rows of racks all the different types of brands and styles are all together, not allows a quick walk in grab what you want and leave type of deal. All of Ross’s registers are in the front of the store. So if you in the back of the store and ready to check out you must first walk to the front of the store. If you want to try something on before you purchase it you must walk to the back of the store where the fitting room and bathrooms are.
From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).
the shoe industry has are making shoes that all people wear such as setting a
Mr. Price is a fashion retailer; this report will focus on the clothing department. Mr. Price clothing aims to sell trendy fashion items at competitive