Observation Research toothpaste Final

Observation Research

Margaux.Reigine.Venus

Observe in a supermarket how people choose and buy convenient items such as toothpastes, laundry soaps and coffee or snack items.

Toothpaste
SM Hypermarket Novaliches

Observations: Supermarket
• Class B and C
• Age range 15-60 year old
• Males and females
• Families, couples and individuals Observations: Buyers
• Individual buyers tend to know what they want and pick the medium to large tubes
• Families and couples discuss amongst themselves on what to buy
• Females deliberate on their own and compare brands
• Some chose sachets over tubes

Toothpaste
• Male, 30-40 years old
(approx.), shopping alone • Took around 2-3 minutes to a product
• Chose a small tube toothpaste (local brand)

Toothpaste
• Female, 20-30 years old
(approx.)
• Took around 3-4 minutes to choose a product
• She examined the description carefully before buying the item
• Chose a large tube toothpaste brand (closeup)

Toothpaste
• Male, 15-20 years old
(approx.)
• Took around 5-8 minutes to choose a product
• He compared the products based on size the description; asked for options from his companions/family • Chose a medium tube toothpaste brand (colgate)

Toothpaste
• Male (green shirt), 3545 years old (approx.)
• Quickly took his product choice • Chose a sachet pack from a local toothpaste brand Toothpaste
• Female, 45-55 years old
(approx.)
• Took around 5-8 minutes to choose a product
• She compared the products based on the description; asked for options from her companion • Chose a large tube toothpaste brand

Toothpaste
Robinsons Pioneer

Observations: Supermarket
• Class A and B
• Age range 20-55 years old
• Males and females
• Couples and individuals

Observations: Buyers
• Customers don’t spend a lot of time in toothpaste department, max 5 min
• Gender, age or status don’t impact their behaviour
• One discriminatory criteria in their choice seems to be the packaging (size)

Toothpaste
• Female, 20-25 years old
(approx.)
• Took