Table of contents

Part 1 - Introduction

Product category was chosen ​ 2

The environment of the retailer selected for observations ​ 2

Part 2 - Survey

Survey ​ 3

Survey summary ​ 4

Part 3 - Consumer Behavior Analysis

The environment of the retailer selected for observations ​ 5

The consumer decision making process ​ 5

Two influences that impact on the product category ​ 6

Recommendation ​ 6
Part 1 - Introduction
Product category was chosen - Winter boots
The product category that was chosen is winter boots. Winter boots was
chosen because in the winter in Canada, the weather is often cold with heavy
snowfall; thus, the winter boots is an essential item for not only keep people’s foot
warm, but also help people move easier in the snow.
The environment of the retailer selected for observations - Browns (Eaton
Centre)
Browns in Eaton Centre shopping mall was chosen to observation for retail
environment. Winter boots were placed in front and on the right of the store. To
compare with other types of footwear such as sneakers, trainers, heels, slippers etc.
there were a lot of winter boots being display in the store in this season. Not as same
as the product, there were not many brands of the winter boots for customers to
choose. Most of the winter boots are from the brands UGG and some of them are
from Timberland, Dr.Martens and Sorel. The price range of the winter boots in
Browns store were mostly around CAD$200 to CAD$300; however, there were some
special editions, and these were more costly which cost at around CAD$400 or
more. There was no marketing for the winter boots at the time I was observation.
The salesperson in-store was very friendly and helpful. She also let me know about
the discount that the winter boots section had. However, she not deeply known much
about the winter boots so when I was asking, she had to ask her colleague. The
store was bright with white lighting, each product was placed very organized by their
section and category. There were a small signage help people to know what the
section is. Most of the time, music such as trending pop and hip-hop song were
played in store. When people came to the store, a lot of them browsed the winter
boots section; however, not many of them bought any pairs of winter boots.

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Part 2 - Survey
Survey
1.​ What is your age range?
◻️18-25 ​ ​ ◻️26-35​ ​ ◻️36-45​ ​ ◻️over 45
2.​ What is your gender?
◻️Female​ ​ ◻️Male​ ​ ◻️Other
3.​ What is your current employment status?
◻️Employed(Full-time/Part-time)​ ​ ◻️Unemployed​ ◻️Retired
4.​ What is your marital status?
◻️Single​ ◻️In relationship​ ◻️Married​ ◻️Divorced
5.​ What areas of communities are you living in?
◻️Rurals​ ◻️Urban ​ ◻️Suburb​ ◻️Downtown​​ ◻️Other
6.​ What transportation that you most use everyday?
◻️Public Transport ​​ ◻️Bicycle ​ ◻️Walking ​ ◻️Car ​ ​
◻️Other
7.​ How many pairs of winter boots do you have? _________________________
8.​ What brands are your winter boots from?_____________
9.​ Why you decide to search for or to buy winter boots? ___________________
10.​Did you buy any pairs of winter boots last year?
◻️Yes​​ ​ ◻️No
11.​Which types of store do you usually buy your winter boots? (Choose any if it is
applied)
◻️Department​ ◻️Specialty​ ◻️Discount store ◻️Online ​ ◻️Other
12.​What influence your decision when you make your choice of winter boot?
(Choose any if it is applied)
◻️Internet searching ​ ◻️Friend/ Family advise ​ ◻️Brand awareness
◻️Your last experience with a brand ​ ​ ◻️Other
13.​What factor do you most consider when you searching for winter boots?
◻️Brands​ ◻️Style​ ◻️Price ​ ◻️Quality/durability ​ ◻️Other
14.​What in-store factor attract you the most? (Choose any if it is applied)

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 ◻️Music​ ​ ◻️Signage​ ​ ◻️Visual Merchandising
◻️Salespeople ​ ◻️Other
15.​How you satisfied with the winter boots that you bought?
◻️Not satisfied ​ ◻️Satisfied ​ ◻️Extremely satisfied
Survey summary
All people in the survey consider quality and durability is the factor that they
searching for most when it comes to winter boots. People who age over 35 have
more winter boots than younger ones. Most of people who use public transports and
walking have more than two pairs of winter boots; however, with people who use
cars, they only have one pairs of winter boots. On the other hand, a few people who
in the age range of 18 to 25 and use cars to travel do not have any pairs of winter
boots. UGG and Dr.Martin has been the brand that people has most for winter boots.
Most of people usually goes to department and discount store to shop. Otherwise, a
few of young people does online shopping. Internet search, brand awareness and
last experience is the factor that influence people when they make a decision for
choice of winter boots. Visual merchandising is the factor people find most attract
them when they come to the store. All of the people in the survey satisfied with their
purchase, none of them either non satisfied nor extremely satisfied.

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Part 3 - Consumer Behaviour Analysis
The dominant type of consumer decision-making
The dominant types of consumer decision-making in the survey is habitual or
routine response behaviour. Because firstly, in the winter, winter boots is necessary
for a country like Canada. Secondly, people in the survey find internet search, brand
awareness and last experience is the factor that influence people when they make a
decision for choice of winter boots. Also, UGG and Dr.Marten are the brands that
people have most for winter boots. Therefore, it has been shown that people like to
stick with the brand that they already had.
The consumer decision making process
1.​ Problem recognition: Winter is coming. This particular customer has
several types of boots and winter boots; however, these boots may be
old or not function enough to help her survive the season. Therefore,
she’ll need a new pairs of heavy-duty winter boots if she’s going to
survive the snow in the season.
2.​ Information search: The customer thinks to go with the well-known
brands for winter boots such as UGG and Dr.Marten or the same brand
that she’s already bought few year ago. However, she still searches
“winter boots” on the Internet to see what options are out there.
3.​ Evaluation of Alternatives: The customer wants to go to the store to
see and try the winter boots physically. She chooses department store
because in this type of store have a lot of retailer and option for her to
choose. She knows that she wants a really good quality pair of winter
boots that can last longer than a year. Besides, brands are also
influence her when she choose winter boots.
4.​ Purchase Decision: The customer feels attract with a really nice store
that have great visual merchandising. She comes and finds the UGG
brand in that store. After trying, she bought a pairs of UGG winter boots
which is waterproof and has fur inside because she believe it will not
only help her survive the heavy snow weather but also keep her foot
warm.

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 5.​ Post Purchase: The customer finds the product really great and
satisfied her need. She will come back to the store again, also she may
buy a few pairs of sneaker in the store or other products from the brand
UGG. Besides, she recommended this retailer and UGG brand for her
friend and family.
Two influences that impact on the product category
​ Demographics factor such as transportation is impact on the product category.
Most of people who walk and use public transport to travel usually buy more winter
boots than people who use cars. This happened because people who walk and use
public transport have more contact with the weather so winter boots is more
essential for them to not only keep them warm but also protect them from the snow
or slippering road when they walk in the winter. On the other hand, age range is also
impact on the product category. People who from 18 to 25 years old are likely to
shop online. These group also have less winter boots than the older group (which is
the group from 35 to over 45). Moreover, age also influence on what brands people
choose. Most of young people who from 18 to 25 mentioned in the survey that they
have Dr.Marten winter boots while the people who from 35 to over 45 mostly
mentioned about the brand UGG or Sorel.
Recommendation
​ To be concluded, retailers that sell or want to sell winter boots should have
promotion and marketing the right product for the right age of customers because at
every age range, people have different views on fashion, needs or desires.