ACE Hardware Point of Purchase Observation
Planning Report of Shopper Behaviour Observation
Location of Observation : Ace Hardware IBCC
Team Member : Rizkia Ayu Ratnaningtyas (19012177) Firda Herlina (19012113) Cucu Faridah (19012136)
A. Goal of observation
Determine shopping and purchase action of hardware store shoppers using observation in different shopping hours in weekdays and weekend.
Determine specific items purchased by demographic market segments, i.e., age, sex, etc.
Determine time needed in decision making at each product category, whether to purchase an item or not.
Determine the shoppers’ decision process.
B. Methodology
The strength of observation methods lies in “what it is”. The subject is not required to recall actions, to answer a questionnaire or to complete a personal interview. Likewise, the observer is not in a position to interpret an answer by an interviewee. Action is recorded not interpretation.
Covert observational research is used. Researchers do not identify themselves. Researchers are either mixing in the subjects undetected, or observing from the distance. This method is used so that the subjects’ behaviour will not be contaminated by the presence of the researcher.
Customers will be observed regardless of whether or not they interested in certain departments or whether they seemed to be only passing through. All persons, once “picked up”, will be documented and considered in the analysis even if no purchases are made.
The observation location will be focused on the ground floor of ACE Hardware IBCC. Researchers will spread accordingly to the customers movements. The conversion rate of the store will be determined by observing the number of customers coming in only from the main door and customers purchasing at the cashiers of the ground level. Any other activities that take place on the other floor(s) will not be observed.
To avoid biases regarding the elements of the store, researchers will also implement some simple personal interview to the
Location of Observation : Ace Hardware IBCC
Team Member : Rizkia Ayu Ratnaningtyas (19012177) Firda Herlina (19012113) Cucu Faridah (19012136)
A. Goal of observation
Determine shopping and purchase action of hardware store shoppers using observation in different shopping hours in weekdays and weekend.
Determine specific items purchased by demographic market segments, i.e., age, sex, etc.
Determine time needed in decision making at each product category, whether to purchase an item or not.
Determine the shoppers’ decision process.
B. Methodology
The strength of observation methods lies in “what it is”. The subject is not required to recall actions, to answer a questionnaire or to complete a personal interview. Likewise, the observer is not in a position to interpret an answer by an interviewee. Action is recorded not interpretation.
Covert observational research is used. Researchers do not identify themselves. Researchers are either mixing in the subjects undetected, or observing from the distance. This method is used so that the subjects’ behaviour will not be contaminated by the presence of the researcher.
Customers will be observed regardless of whether or not they interested in certain departments or whether they seemed to be only passing through. All persons, once “picked up”, will be documented and considered in the analysis even if no purchases are made.
The observation location will be focused on the ground floor of ACE Hardware IBCC. Researchers will spread accordingly to the customers movements. The conversion rate of the store will be determined by observing the number of customers coming in only from the main door and customers purchasing at the cashiers of the ground level. Any other activities that take place on the other floor(s) will not be observed.
To avoid biases regarding the elements of the store, researchers will also implement some simple personal interview to the