ASSIGNMENT: Kindly visit a store (ideally modern trade); keeping in view the class discussion

yesterday, please prepare a note encompassing the following.

 Which group of shoppers you would place yourself in? What would be the traits and key
elements driving decision making?
 Was your navigation in store smooth? Reasons in either case
 State your assessment on the basic shopper marketing mechanism in place in-store.
 As a shopper, state your observations.
 If you were to give 3 key suggestions to that retailer, what would they be?

Store visited: Imtiaz Express (Near HEC office, Sharfabad)

- I would place myself under Sink/Dinks group of shoppers. The reason behind visiting the store
was to purchase snacks and other eatables for the entire month. Since, shoppers in the
sinks/dinks group look for brands, quality, and entertainment, this list of trait matches the
purpose with which I visited the store. I, too, bought my preferred brand of snacks, which I think
are quite entertaining when coupled with late night hang outs with friends or movie nights.
- The in-store navigation was quite smooth. I knew exactly what I wanted, and where those items
were placed in the store. As I entered the store, my first instinct was to go towards the very end
of the store and store building my cart from there and get to the final destination, the counter.
This eliminates the scrambling back and forth to look for items I might have forgotten to add to
my trolley.
- There was POSM on display near the counters and around the store, which did grab my attention.
For instance, that day I had a bad cough and had decided to buy Strepsils (cough toffees). The
thought had completely skipped my mind, but as I was about to hand over cash to complete the
transaction, I happened to look over the counter shelf where the store management had placed
packets of Strepsils, which I ended up buying as well. Apart from that, there were secondary
placements all around the store, which according to my assessment was quite helpful for the
shoppers.
- Imtiaz Express can become cramped up during initial days of any month. This is when families go
out and do their groceries. The retailer needs to create more open spaces in the essential items
section. In essence, this store is a pure grocery store, where one can find all the essential items
one would need for consumption. I noticed that there was more space in self-care section as
compared to the space in the flour and rice section. Items in the flour and rice section were quite
heavy, and with people moving their trollies there was much discomfort for the shoppers. In such
a case more space will allow for greater mobility.