Reference no: EM13388674

You will submit a five-page report (including separate cover and reference pages) explaining and analyzing your research. You should incorporate specific consumer concepts and terminologies in your paper.

Location/Target Market

What is the retailer's name, location, essential product lines, and identify four of their primary competitors.  Identify and describe the characteristics of their target market(s).

Appearance

A) Is the store layout, design and visual merchandising effective in attracting their targeted customers, particularly considering their competition?

B) Does the store need a face lift, update, remodel or renovation? What improvements would you suggest?  What about the customer service counter?

Image

Does the sales staff use suggestive selling? Is the image of the staff consistent with the image of the store?  Explain.

Value Proposition

What do you perceive to be the retailer's value proposition?  Do you think the store's operations support the company's value initiatives?

Summary

What consumer behavior motivations is the retailer trying to accommodate?  Conclude your evaluation with a summary of suggestions on how this retailer can improve the shopping experience for their customers, increase sales, and improve their image.

Remember, you should support your analysis by incorporating specific consumer concepts and terminologies in your report.