The purpose of this assignment is to understand more about the consumer behavior of a subculture to which you do not belong. Specifically, you will observe the consumer behavior of the opposite gender; so if you are male, you will observe the consumer behavior of females, and if you are female, you will observe the consumer behavior of males. In order to best observe the consumer behavior of the opposite gender, pick a retail establishment or activity at which the opposite gender primarily frequents. For example, males might go to observe females at a lingerie store or a retailer that sells only women\’s clothing. Females might go to observe males at a retailer that sells specialized sporting equipment used primarily by males (e.g. a gym store) or an alcohol bar/store. To successfully complete this assignment, you will go to wherever you have chosen and observe several different things. First, observe the physical surroundings/ambience and reflect on how that appeals to one\’s gender. Second, observe the employees- is their gender congruent/incongruent with the customers? Third observe the buying behavior of the customers e.g. their searching behavior interactions with employees, whether they are shopping alone or in a group, how long they shop, how much they spend, etc. Once you\’re finished with your observations, write a detailed description of them. What did you see? What insights do you have now that you didn\’t have before about how the opposite gender behaves as a consumer? Based on your observation, draw some conclusions about the consumer behaviors of the opposite gender that you believe would be applicable in other settings besides the one you observed. What are the implications for marketing strategy with respect to this gender. I haven\’t done the study so it has to be done as well.
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