retail observation

Before deciding on the markers to use, personal observation had shown some pointers that differentiated discount or lower end stores, from the higher end stores. The higher class stores have the distinction of being cleaner or at least they give the impression that they are clean. They also typically have better access, lighting and room between the shelves. The stores also seem to be located in middle to high-income neighborhoods. The higher class stores also offer higher quality commodities and for higher prices than the discount and lower class stores.

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There was absolutely no worker that I saw with a visible tattoo at Macy’s but I observed a man with a tattoo on his forearm working at Marshall’s. This could have been a coincidence but the general demeanor at Macy’s suggested that there was a strictly enforced dress code and therefore stricter selection of those they hired.

Dunne, P., Lusch, R., & Carver, J. (2013). Retailing. Cengage Learning.
Kravets, O., & Sandikci, O. (2014). Competently ordinary: New middle-class consumers in the emerging markets. Journal of Marketing, 78(4), 125-140.

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