Given the project is to be increase the understanding of the roles of personal, social, and situational factors in consumer behavior.
1. Select one of the following product categories (or some other product of your choice):
• Hairstyling
• Large appliances, such as refrigerators or washing machines
• A restaurant
• Banking
• Fine jewelry
2. Visit three stores or locations where the product may be purchased. (Try to select three that are very different from each other.) Observe and make notes on all the elements of each retail environment.
3. At each of the three locations, observe people purchasing the product. Make notes about their characteristics (e.g., age, race, gender, and so on), their social class, and their actions in the store in relation to the product.
4. Prepare a report describing the situational variables and individual consumer differences among the three stores and how they relate to the purchase of the product.