Comportamiento De Comprador

Marketing Research

For this project I chose to do this assignment with the clothes store, H&M, which has clothes for men and women.This store is located in 1100 rue Sainte-Catherine O, Montréal, right in the corner of St. Catherine and Peel Street. This is a very good location for a clothes store, because there itcan has a really good view for the clients and also can have a lot of promotion on the outside, because it has two fronts where they can put signs of the company brand.
The store on the outside hasbig signs with the brand name, H&M, although it is situated in a corner, it only has one entrance and one exit, which is in St. Catherine street. In the inside it is divided in three differentfloors, the two first floors are women’s clothes and the third one is men’s clothes. It also has in every floor a space where you can try clothes before buy it, not like other stores where you have to goto another floor to be able to try any clothes.
At the moment that I got inside the store, I saw a woman than was looking shirts for her, so I started to see what she was buying. So at first shestarted to look a lot of stuffs in different places of the first floor, taking a few to try in the dressing room, then she went up to the second floor, where she started to look more things, she had a lotof clothes with her, until she finally decided to go to the dressing room, so far it has been over 25 minutes. After like 10 minutes waiting for her to go out of the dressing room, she came out withjust three blouses, when she came in with more than ten different kinds of clothes. This woman was the person that took the longest time of the three persons that I observed.
With this we can say thatmaybe she didn’t have the money to buy all those clothes or she didn’t like them at the end and she just bought the ones that she really liked and wanted.

After this woman left the store, one...