Introduction
This is a virtual fieldwork task based on Consumer Choice. The aim of the task is to take you on a virtual tour of the Liverpool Westfield and allow you to critically analyse what influences consumers to choose where to buy goods from. The virtual tour will also enable you to complete the activities.
I hope you will find this task interesting.
Task
You have the opportunity to take a virtual fieldwork tour and produce a report which outlines what influences consumer decisions when choosing where to buy goods from. The report will enable major brands to modify their marketing strategies to attract consumers based on their awareness, mentality and personality.
Process
Lesson 1
There are a range of shopping options at the Liverpool Westfield. For a consumer options are good but can also be overwhelming. Product pricing is one of many variables consumers consider before buying goods or services.
You need to buy a pair of sneakers but you do not have a lot of money. Compare prices of sneakers at 4 different stores at Liverpool Westfield and justify what would influence you to make a decision.
Make a table in a Word document with 5 rows and 3 columns.
| Store | Estimated Price | Reason product chosen or not |
In your virtual fieldwork task, you have to identify some stores that sell sneakers and list them down in the table. As you watch the virtual fieldwork video keep noting the stores that may sell sneakers and estimate the cost keeing in mind the brand name and generic products.
[video:https://www.youtube.com/watch?v=hW1c7m0JCEw]
Identify decisions that consumers must make about when to buy and write it in a Word document.
List and explain the tools consumers can use to compare prices of goods.
Lesson 2
Define each of the terms below and categorise the stores in the virtual fieldwork video from the list below:
Department store
Discount store
Off-price and outlet stores
Limited line retailers
Use a Word document for all the activities below.
Watch the video on Apple's Chinese Sweatshops.
[video:https://www.youtube.com/watch?v=unrZw5qZzws]
List at least 10 products that can be classified as produced through unethical practices. Would you as a consumer buy goods manufactured from unethical practices? why or why not?
What can consumers do to raise concerns over these unethical practices?
What are some other unethical practices employed in the manufacture and sale of goods?
Lesson 3
Explain why consumers choose to buy either online or go to stores to buy goods. How has shopping changed in the last few decades? Write a paragraph about 100-150 words for each of the questions.
Watch the next video to get some ideas.
[video:https://www.youtube.com/watch?v=WWjkBuS9pJY]
In the virtual fieldwork video, the Liverpool Westfield is shown and also the shops outside. Select a store inside Westfield and a similar store outside westfield and observe the people going to the store inside Westfield complex and people visiting the store outside and collect as much numerical data as possible about frequency of people visiting each store, the sale they could make and other relevant data. You may use the internet to gather more data for the comparision. Present your findings in a table.
Discuss the advantages and disadvantages of owning a store inside Westfield or outside.
Evaluation
|
Item/Marks |
1 |
2 |
3 |
4 |
5 |
|
Comparing prices at various stores and |
Poor effort to compare |
Some effort to compare |
A fair effort to compare |
Good attempt to compare |
Excellent attempt |
|
Identifying consumer decisions |
Not up to standard |
Some points highlighted |
A decent effort |
An industrious attempt |
Excellent |
|
List and explain the tools consumers use |
Not explained well |
A few points are relevant |
An adequate attempt |
A good effort |
A brilliant attempt |
|
Definition and categorisation of stores |
Not defined and categorised well |
Some effort to define and categorise |
A fair attempt |
A good attempt |
An exceptional attempt |
|
Understanding of ethical issues |
Not well presented |
Some understanding shown |
A reasonable understanding |
A sound understanding shown |
A clear understanding shown |
|
Online vs Traditional shopping |
Not well compared |
Some comparison |
A decent attempt to compare |
A fine effort to compare |
A very sound comparison |
|
Advantages and disadvantages of Store in Westfield |
Not well listed |
Some points are valid |
A reasonable approach to list |
Well outlined advantages and disadvantages |
Excellent work |
|
Evidence of research |
Not well evidence |
Some evidence is relevant |
Good evidence is shown |
An appropriate evidence list |
A lot of research evidence is shown |
|
Total Marks |
|
|
|
|
40 |
Conclusion
Hooray. You have now become an analysis graduate. The virtual fieldwork encounter has enabled you to develop knowledge and skills about how consumers decide where to buy goods. All your documents must be saved for future reference.
Thank you.
Credits
Youtube videos:
1. Virtual fieldwork
video:https://www.youtube.com/watch?v=hW1c7m0JCEw
2. Apple's chinese sweatshops
video:https://www.youtube.com/watch?v=unrZw5qZzws
3. Online vs Traditional shopping