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Essay / Research Paper Abstract
This 9 page paper is written in two parts. The first part of the paper is a written section that looks at the different buying patterns that may be observed between the high end and low end stores and considers how these fit in with theoretical purchase decision models. The paper then uses the observations to speculate on the profiles of the target markets. The last three pages are a PowerPoint presentation on the findings. The bibliography cites 3 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEmarcusmar.rtf
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Unformatted sample text from the term paper:
low end; Neiman Marcus and Marshalls, the customers at each may be observed to assess their behaviour patterns and the differences which may be present in the shopping style and
their personal characteristics. 2. Buying Patterns Looking at the customers at Neiman Marcus, there buying process may vary between the customers but for the most part they appear to be
style conscious, some customers are moving directly towards specific brand names or specific designer goods. The mirrors that are placed around the stores are used a lot as the customer
hold up the clothes against themselves while they look in the mirror prior to trying on or buying the clothes. When trying on clothes a selection of several ay be
taken, not only to look to see if they fit, but to assess which looks best. The approach to shopping is fairly laid back; it is undertaken at a leisurely
pace, with a large degree of browsing where there was not the desire for a specific brand or designer. The present of impulse purchasing with items such as accessories is
also a notable trend. The customers shopping at Marshalls have a different buying style, there is still browsing taking place, however this tends to be more limited, The buyers
appear to have gone into the shop with a more developed idea of what they are going to buy, such as jeans, tops or skirts. They will then go directly
to the relevant department and look for the items they are shopping for. As part of the process, when choosing the items, as well as style and fit there appears
to be a greater interest in the price of the item. This is often looked at before the item is picked up, and usually before it is tried on. Once
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