Shop Observation

Summary of following people in-store

On the 3rd May we decided it was important to observe consumers near where ice-cream was sold to see if we could recognise any patterns. We stood in a number of locations, near an ice cream van in the Market Square of Nottingham, next to Thorntons ice cream counter and by a Tesco express ice cream freezer. The majority of the customers that purchased ice cream tended to be in a group of 2-5 friends, very few consumers over 25 (at a guess) tended to purchase an ice cream and often they bought the same one. This led us to thinking into the fact that Cornetto’s advertising is very much focused on young couples currently, and maybe this could be modified in the future to be geared towards friendship.