MKT 316-CONSUMER BEHAVIOR
INDEPENDENCE DAY SALE PROJECT
PREPARATION PHASE:
1) Select 1 store that you would like to analyze.
2) Access the store’s Independence Day Sale Ad. You can typically access the ad on the
store’s website. Download a copy of the ad, as you will need to attach it as part of your
final submission.
3) From the ad, select two specific products to observe at the store during the observation
phase. Does the ad state that there are limited quantities available to consumers? What is
the sales price for each product?
OBSERVATION PHASE:
1) Select a two hour block of time during which you visit the store you selected for
observation. Your observational contribution will probably be most insightful if you
observe on July 4th, but you may select any day this week to engage in your observation.
2) Answer the following, though this is not meant to be an exhaustive list (you will think of
other store-specific considerations depending on the store you chose to analyze):
a. As you arrive at the parking lot, observe the parking capacity usage level. Does
there seem to be many cars there or few, relative to a normal shopping day?
b. As you walk into the store, what is the feel of the store’s environment (e.g. are
you greeted by employees, are there point of purchase displays as you enter the
store, is there special promotional signage for the sale, etc.)?
c. Select one point of purchase display that you find particularly interesting. What
caught your attention? Take a picture of it.
d. Find the two products you selected in the preparation phase. Where are they
located in the store? How are they displayed? Take a picture of the display for
each product.
e. Is there a difference in consumers’ behavior as they shop during this sale, versus a
regular shopping day? Do you see consumers gravitate toward particular
products? Do you hear them talking about a specific product of interest?
f. Observe the line size at checkout. Is it long or can consumers check out relatively
quickly?
POST OBSERVATION PHASE:
1) The week following the Independence Day sale, access the new promotional ad made
available by the store. Compare that promotional ad with the Independence Day sale
ad, particularly with respect to the two products you selected in the preparation phase.
Is there a difference in sales price? Download a copy of the ad, as you will also need
to attach this ad as part of your final submission.
Dr. D. Salazar
Summer 2016
1
DELIVERABLE CREATION PHASE:
1) Your deliverable will be a type-written report detailing your experience during the
preparation, observation, and post observation phase. Though I would like for you to
approach it as a structured essay (introduction, body, conclusion) incorporating specific
concepts from the text as part of your analysis, I would as well like for you to be creative
with your design. Include the pictures you took of the point of purchase displays and any
other pictures/images you feel are pertinent to the assignment, as you describe your
observations. Be creative with your font selection and text layout. There is not a set
length requirement, simply make certain your contribution is insightful and thorough (an
estimated average length might be 4-5 pages). Have fun!
Dr. D. Salazar
Summer 2016
2
