Account Planning Personal Interviews
Account Planning Interviews
For this particular assignment, the target group was people whoprefer to shop in high-end stores when they can purchase the sameitem at regular stores for less. The study objective was to learn whythey liked to engage a behavior that would make many people laugh atthe thought of it. The interview also sought to know how they gotinitiated into the behavior and how it makes them feel when theyspend hundreds of dollars more than the recommended retail price. Theprimary reason for wanting to learn about high-end stores, shoppingis because I have never done it in my life. Besides, many people Iknow would not shop in these stores to save their lives. It is inthis regard that I started out on a mission to see the behavior ofshopping in high-end stores from the eyes of people who engage in thebehavior.
To select five shoppers for the interview was a rigorous process.Some people would say that they were shoppers in high-end stores yetthey only did it once in 1983. Due to these irregularities, I had toset a criterion to select members who would qualify for theinterview. After the screening, I remained with 5 people who Iinterviewed one on one. I conducted the interviews based on the classmaterial to ensure I derived the most important information. Some ofthe interview techniques I used include the inclusion of probes in myinterview questions. I used phrases such as ‘then what happened’to derive more information from the participant. I also recorded theinterview in audio format instead of scribbling responses on mynotebook as the interview progressed. Throughout the interviews, Imade sure my participants were comfortable by creating an atmospherethat was not tense.
The people who qualified for my interview fulfilled the followingcriteria: they considered him or herself a high-end store shopper,they have shopped in the said stores, within the past two months,they have been shopping for over two years, and they shop frequently.For this study, the boundaries for ‘shopping frequently’ were atleast once in every two months. After numerous appointments, I wasable to come up with the names of five people who fulfilled thecriteria. The temptation of making the criteria less specific inorder to locate my participants quickly kept beckoning but I managedto stay on course. The five participants were Tom Lee, Kate Matheson,Yu Liang, Goa Yiam, and Peter Smith. The participants are students ofthis university.
From the interviews, it appeared as though none of the participantsever dreamt of being a high-end store shopper. In fact, they fearedthe stores before they got initiated into them. Most of theparticipants were introduced to the behavior through friends, familyand lovers. Not a single participant said that they went to thestores on their own volition during their first experience. I alsonoticed a trend in the participants- before joining the behaviorthey knew someone who used to shop when they were still young. May bethat explains their inclination towards high end stores when choosingshopping destinations. I also noticed that none of the participantshad extreme budget control when they started visiting theseestablishments. However, they did confide in me that they still havebits of guilt occasionally whenever they are shopping at theseexorbitant stores.
The families of people who shop in high-end stores are not happy withwhat their kin do for a hobby. One participant said that his mom oncehid his credit card to prevent him from shopping again. Anotherconfided that the preference was a source of constant argumentsbetween him and his girlfriend. His girlfriend thinks that he shouldinvest the money in something else instead of buying overpriced goodsat high-end stores.
The common reason that came up for engaging in the behavior was thelevel of services offered in such stores. The participants claimedthat the attendants were courteous unlike the regular Joe in commonstores. The reception in these stores is very welcoming. Theattendants explain to the shoppers every detail of what they need toknow. The stores also offer after sale services that the regularstores cannot match. The participants also noted that the prestigethat comes to shopping in these stores is unmatched. They will nottrade it with anything. In their opinion, a watch from a high-endstore has more prestige than a similar watch bought in a commonstore. Their preference to shop in these stores is the reason whythey feel the need to tell everybody where they bought their items.
On the flip side, the shopping experience in these stores isunrivalled. The interviews made me realize how judgmental, I havetowards this group of shoppers. In essence, all they are after isgood service. The prestige part is just a subsidiary to amazingservices. Following their responses, I am willing to visit one ofthese high-end stores in order to get an experience of my life. Iguess I will need more money before I make the dream a reality.
In conclusion, this research aimed at finding out why people shop inhigh-end stores despite the perceived extravagance. The studyselected five participants who are active shoppers. The interviewtopics included benefits of high-end store shopping, familyperception of the behavior, and introduction to these stores.Findings revealed that most people think shopping in these stores isextravagant due to their ignorance of the perks therein. However, thebehavior is not as extravagant as it seems. These shoppers are moreconcerned with the services than the price of the commodity. Aftercareful consideration, I added a shopping in high-end stores to thelist of things I want to do before I leave college.
Are you a shopper in high-end stores?
When did you last shop in these stores?
How long have you been shopping?
How often do you shop?
When did you realize the existence of high-end stores?
What was your reaction when you first entered the said stores? Did the prices of common commodities surprise you? Please give the details.
What makes you want to shop more despite the perceived extravagance?
Do you think shopping in high-end stores is morally wrong? Why?
Have you ever seen a colleague go bankrupt because of this kind of shopping?
If yes, did the experience make you think of quitting the behavior?
How does your family perceive your shopping preferences?
What has shopping in these stores taught you?