Research: Follow people in Sokos at Salo: Sunday, 26 of October - Hour: 10H15 – 12h30

v  Girl, around 40 and 50 years old:

o   With a friend of her (same age)

o   She went directly in the “shoes aisle” and sought first the model (boots and after evening shoes) 

o   She tried the product : touch it, try it for the size, and look if it has a problem or not to be sure of the quality

o   She looked the price

o   She went take a turn in the others aisle (especially clothes and after the make up)

o   After 20 min in the store, she came back to take a pair of shoes (boots) she had spotted at the beginning and bought it.

o   They took a break: they went to the cafeteria to drink a coffee and talked together about their life

o   She went out of Sokos and went to Vero Moda and then H&M

o   She looked the same kind of product than she had seen in Sokos and found a sweat

o   She tried it for the size, the color and the model

o   She looked the price and bought it.

o   After that it was time to eat so she left to the parking to take her car without her friend

I saw in her car she had a car seat for children so I can imagine she has at least a child. In my opinion she was there to spend time with her friend but the wanted to buy some precise stuff. When I saw her in the department store she was comfortable, so I think it was not the first time she went there and even maybe she went often to spend time.

v  Girl, around 35 years old:

o   With her son (around 8 years old I think)

o   She had already a bag from H&M and another from the S-market

o   She spent time in several areas of the store but especially in the child aisles

o   Once she took a hat for her son but when she saw the model and the price she put it back.

o   She didn’t seem to want something precise because she looked a little bit everywhere

o   She spent less time than the first girl in the store as if she saw nothing that interested.

o   She went out to the department store after just 15/20min

o   After that she went to Jack & Jones and found another hat and bought it.

When she left I was going to compare the both products and the quality of Jack & Jones seemed better than in Sokos. Also the price was a little bit more expensive but I think it was not the most important reason. 

There were not a lot of people in the Sokos of Salos so it was difficult to analyze the consumers' behavior.

Claire Serris