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A Case Analysis On Consumer Behavior In Barns And Noble

545 words - 3 pages

General shopping category:Most customers overestimate the amount of time they spent shopping.Most customers did not look at the price of the item they purchased.Most customers like to glance at the covers of the magazines.Most customers who buy magazines do go into the book section and the people who buy books do not enter the magazine section.Most customers are attracted to the items that are in the first row of the top shelf.Product category:"Woman's Interest" gets the most attention from Women. "Transportation" gets the most attention from Men. "Entertainment" is the most popular for both genders."House and Home" and ...view middle of the document...

Men tend to stand and look at the magazine while women will go sit down.Men tend to have an idea of what they want to purchase and go straight for it. Women like to browse around more deciding on what to purchase.Recommendations for improvement:Make aisles wider. People put back the magazine they were looking at if people keep on asking them to move (Say excuse me and walk by).Get rid of some of the small cardboard stands. There are too many (7) and they are not effective since they are all next to each other and look busy. Most people just glance at them and look away.Make the security guard stand further away from the magazines. The security guard makes some people nervous to read the magazines and not pay for them. When he stands right near the magazine section people flip through magazines quickly and stand near the shelves. When the guard walks away people go through magazines slower and sit on the tables/seats to read.Make the shelves shorter, even though the bottom shelves get less attention than the top ones. People try to grab for a magazine at the top and sometimes cannot reach so they get frustrated and do not want to look foolish so they just walk on.Move Current Events to the back of the store and move the more seasonal items (like NFL things to the front since the NFL is about to start and people are more likely to purchase a magazine about what might happen for the NFL season before it starts rather than after everything occurs).

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