observation at chawla sweets

8/9/2019 Observation at Chawla Sweets

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Observational researchat Gopi Sweets

Submitted to :Prof. Vikram Sharma

Subitted by:Rakesh Arora09BS0001810Section- A


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O bservational Research

Observation is a technique in marketing research that involves the direct observation of

phenomena in their natural setting, used to identify the consumer s behavior. The maindisadvantage of observation technique is that it is considered very time consuming and the

findings are very difficult to generalize. The great advantage of observational techniques is that

we can observe directly the behaviour of customers, rather than self reported behaviour. This

removes one of the major causes of error in market research - memory loss, poor recall, andperceptions affected by experiences after the original experience. It also reduces error due totranslation, and provides a richer dataset that includes non-verbal and physical behaviour.

y Observation may be the least expensive and most accurate method of collecting purelybehavioral data such as daily purchase of items , in stores, etc.

y S ometimes observation is the only research alternative. This is the case with the young

children, consumer who speak foreign language and the special people who are not ableto speak. Thus observational technique is very useful in that case.

O bservation at Gopi Sweet Shop

This shop is very famous in Raja Park, Jaipur , Rajasthan. This shop sells various types of sweets

apart from sweets it also serves chat items like Tikki Chole, S amosa, Gol gappa, etc, it also sellsPaneer, curd and various Namkeens. The major selling item of this shop is Lassi and sweets.

It sells various types of sweets which are placed in the transparent refrigerator which makesthese items visible to the customer. Lassi counter is there in the front of the shop on the left

side and chat counter is there on the right side. Thus the position of these two counters in thefront of the shop attracts customer to enter shop.

Methodology

Phase I Observing customers passing by and entering the shop.

Phase II Visiting the shop and observing the customers.

O bservational research:

Observational research is done in two phases I & II


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Phase I

D uring this phase various customers who passed the shop were observed. D uring this phase it

was found that customers are attracted toward the chat counters put in front of the shop. Onecustomer passing the shop on the motorcycle stops her husband after watching the shop. This

maybe due to she enticed by the chat counter but later she purchased sweets from the shop.

As the Teej festival is approaching during the study period Gewar are in much more demand. S o

this also attracts few customer after they saw that Gewar also being sold here. One moreinteresting observation was made that a women entered the shop but didn t purchase anything

and had quarrel with the chat counter. Later on finding the reason for the quarrel was that,

there were many houseflies in the sweet shop and the floor is also dirty. S o she refused to

purchase chat from that shop. Customers are more entering during the morning and evening

time. The reason was during the morning hours customer purchases more of the breakfast stuff and during the evening hours more of sweets, chats and Paneer is sold.

Phase II

D uring this phase observation is done from inside as the observer visits the shop and identify

the behavior of the customer in purchasing and how they perceive about the sweet shop.D uring this phase various observation were made but there were few important observation.The customer after entering the shop scan the shop first and see what are the various type of

sweets available, after that he places order. Sometimes he also demanded to taste the sweet.

In the purchase of sweet very few customer comes with fixed mindset so the decision iscompletely taken in the shop. As the shop provides facility for various types of packaging inwhich customer want to pack their sweet if they are purchasing for their relative. Thus

customer needs to choose the packaging of the box also. If a customer comes for chat or to

purchase paneer and curd then he had fixed mindset he directly orders the stuff collect the

token and go to the respective counter. As the token is provided by the shopkeeper they areleast interested in the management they want to get their turn cleared A SAP.


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F indings

The observation of various customers produced number of factors which are responsible forthe success of sweet shops.

y Customers give priority to the hygiene and the surroundings should be clean.y Customers require various types of packaging.y Customers want to select sweets from various collections of sweets available.y A customer wants to serve themselves first.y A customer who comes for fixed and daily items are very much impatient and don t

want to wait for long.y Customer reqirement of Paneer, sweets is more in the evening time and in the morning

time it requires more of the breakfast stuff like samosa, Kachori, Jalebi, etc.y Lassi is the most selling product of the shop in study.

observation at chawla sweets

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