Observation Research toothpaste Final

Topics: Gender, Male, Female Pages: 16 (483 words) Published: April 24, 2015
Observation Research

Margaux.Reigine.Venus

Observe in a supermarket how people choose
and buy convenient items such as toothpastes,
laundry soaps and coffee or snack items.

Toothpaste
SM Hypermarket Novaliches

Observations: Supermarket
• Class B and C
• Age range 15-60 year old
• Males and females
• Families, couples and
individuals

Observations: Buyers
• Individual buyers tend to know
what they want and pick the
medium to large tubes
• Families and couples discuss
amongst themselves on what
to buy
• Females deliberate on their
own and compare brands
• Some chose sachets over tubes

Toothpaste
• Male, 30-40 years old
(approx.), shopping
alone
• Took around 2-3
minutes to a product
• Chose a small tube
toothpaste (local brand)

Toothpaste
• Female, 20-30 years old
(approx.)
• Took around 3-4 minutes
to choose a product
• She examined the
description carefully
before buying the item
• Chose a large tube
toothpaste brand (closeup)

Toothpaste
• Male, 15-20 years old
(approx.)
• Took around 5-8 minutes to
choose a product
• He compared the products
based on size the
description; asked for
options from his
companions/family
• Chose a medium tube
toothpaste brand (colgate)

Toothpaste
• Male (green shirt), 3545 years old (approx.)
• Quickly took his product
choice
• Chose a sachet pack
from a local toothpaste
brand

Toothpaste
• Female, 45-55 years old
(approx.)
• Took around 5-8 minutes
to choose a product
• She compared the
products based on the
description; asked for
options from her
companion
• Chose a large tube
toothpaste brand

Toothpaste
Robinsons Pioneer

Observations: Supermarket
• Class A and B
• Age range 20-55 years old
• Males and females
• Couples and individuals

Observations: Buyers
• Customers don’t spend a lot
of time in toothpaste
department, max 5 min
• Gender, age or status don’t
impact their behaviour
• One discriminatory criteria
in their choice seems to be
the packaging (size)

Toothpaste
• Female, 20-25 years old
(approx.)
• Took around 5 minutes
to choose a product
• She compared the
products based on the
description
• Chose a medium tube
toothpaste brand

Toothpaste
• Female, 50-55 years old
(approx.)
• Took a few seconds to
choose a product
• She was focused on one
brand (Pepsodent) and
picked among the
different products
• Chose a large tube
toothpaste brand

Toothpaste
• The case of that women
is relevant for around
80% of the people we
observed
• They already know what
they want
• They just picked the
product they are
accustomed

Toothpaste
SM Mall of Asia

Observations: Supermarket
• Class B and C
• Age range 15-60 year old
• Males and females
• Families, couples and
individuals

Observations: Buyers
• Female moms tend to
choose large tubes
• Teens/young professionals
tend to choose
small/medium tubes

Toothpaste
• Male, 20-25 years old
(approx.)
• Took 5 minutes to choose a
variant
• He was focused on
Pepsodent brand only
• Chose Pepsodent with red
label

Toothpaste
• Male, 20-25 years old
(approx.)
• Took 5 minutes to choose a
variant
• He was focused on
Pepsodent brand only
• Chose Pepsodent with red
label

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