Bservation. Ulybayeva Assem. Magnum supermarket

1.

OBSERVATION
Ulybayeva Assem
Magnum supermarket

2.

• Introduction
• Observation 1,2
Agenda
• Observation 3,4
• Observation 5,6
• Observation 7,8
• Observation 9,10
• Target Audience
• Consumer behavior
and lifestyle
• Results

3.

Introduction
I choose to do observation in supermarket
industry of Magnum Brand in Astana because
• there full range of food and household
items,
• I often go and buy there
My goal is to determine basic characteristics
of consumer behavior in shop
My hypothesis is that in the evening time
more clients

4.

Location: Sanjara Asfendiyarova 7
Date and time: 19.04.2025, at 9-10 p.m.
Location: Aitek bi 11p.
Date and time: 20.04.2025, at 8-9 p.m.
Frequency: About 60 people came in an hour.
Frequency: About 60 people came in an hour.
Generation: Milennials,Gen-Z
Generation: Milennials
gender:male/female
gender:male/female
Observation and Consumer behavior: The supermarket
Observation and Consumer Behavior: There is a
was quiet, less crowded than usual – probably many
pre-holiday rush in the store: mostly millennial
people were celebrating at home. Representatives of
women are actively buying Easter products (flour,
generation Z preferred snacks and soda, while
spices, confectionery) and drinks, which leads to
millennials preferred groceries and household goods.
large baskets and queues at the checkout.
80% paid with cards or QR codes. The Alpha
Insight: Holiday seasons drive high traffic and
large baskets; women lead shopping decisions.
generation was not noticeable (evening time).
Insight: Quiet periods follow holidays; evening Gen-Z
snacks suggest impulsive buys.

5.

Location: Chingiz Aitmatova 36
Location: Chingiz Aitmatova 36
Date and time: 21.04.2025, at 12 a.m -1 p.m.
Date and time: 21.04.2025, at 6-7 p.m.
Frequency: About 35 people came in an hour.
Frequency: About 50 people came in an hour.
Generation: Milennials,Gen-Z,Alpha
Generation: Gen-X,Milennials,Gen-Z
gender:male/female
gender:male/female
Observation and Consumer Behavior: The store is
Observation and Consumer Behavior: At this time, the
located on the outskirts, so there are few visitors.
fact that the gen-x generation goes out for a walk and
From 12 to 13 o'clock, there were mostly young
goes to the store to take some ordinary products home
people (millennials and Z), some of whom took lunch.
is noticeable. Young people come in to also shop at
The children (Alpha generation) bought some sweets.
home after work or grab a drink and a snack while
Low attendance is associated with lunch time.
walking.
.Insight: Timing affects flow; outskirts store with low
Insight: Evening brings varied traffic; mix of needs
noon attendance.
between generations.

6.

Location: Syganak 16
Date and time: 22.04.2025, at 9-10 a.m.
Frequency: About 35 people came in an hour.
Generation: Milennials,Gen-Z
gender:male/female
Observation and Consumer Behavior: There are
fewer people coming in compared to others, since
the location is on the outskirts of the city, but I
think they come in because of the favorable
prices and to grab a snack for breakfast at work,
in particular Milennials
Store's remote location attracts specific, price-
conscious morning buyers
Location: Syganak 4
Date and time: 22.04.2025, at 11-12 a.m.
Frequency: About 40 people came in an hour.
Generation: Milennials,Gen-Z
gender:male/female
Observation and Consumer behavior: They take drinks
more often at this time due to the warm weather,
Millennials and Gen-z take a few groceries in the
morning, there is also a location on the outskirts of the
city, many, mostly residents of nearby houses
.Insight: Weather and residential proximity influence
purchases

7.

Location: Syganak 17B,Green Mall shopping center Location: 37 Turan Avenue,Khan Shatyr shopping center
Date and time: 23.04.2025, at 10-11 а.m.
Date and time: 23.04.2025, at 3-4 p.m.
Frequency: About 70 people came in an hour.
Frequency: About 90 people came in an hour.
Generation:Gen-X,Milennials,Gen-Z,Alpha
Generation: Gen-X,Milennials,Gen-Z,Alpha
gender:male/female
gender:male/female
Observation and Consumer Behavior: Gen-Z visitors Observation and Consumer behavior: There are many
stop by for a snack, many combine grocery families in the supermarket who make big purchases due
shopping with others at the mall. Children, young
to the assortment and discounts. Millennials take large
people and the older generation are not in a hurry in
packages. The high attendance is due to Gen Z and
big shop.
Alpha visiting the mall for entertainment.
.Insight: Mall settings extend shopping time;
Insight: High family traffic due to mall's entertainment
leisurely pace noted
pull.

8.

Location: Abiken Bekturova 7
Date and time: 23.04.2025, at 7-8 p.m.
Frequency: About 50 people came in an hour.
Generation: Gen-X,Milennials,Gen-Z
gender:male/female
Observation and Consumer Behavior:In the
evening after work, women shop at home, and
impulsive spending is possible due to fatigue.
Young people take drinks and snacks, the
elderly take essential goods.
Evening fatigue drives spontaneous purchases.
Location: Tole bi 40
Date and time: 24.04.2025, at 1-2 p.m.
Frequency: About 45 people came in an hour.
Generation: Gen-X,Milennials,Gen-Z
gender:male/female
Observation and Consumer behavior: At this time,
many people make purchases in a hurry and take
ready-made food for lunch, try to choose a fresh
product and drink.
Lunch hour = quick decisions, fresh food priority.

9.

Target Audience
• Age: 18-70 years old
• Generation:Gen-X, Millennials, Gen-Z
• Location:Astana residents
• Income: Lower to upper-middle class.(150.000+)
• Occupation:Workers of all types of activity and their families
• Lifestyle: Busy, time-constrained lifestyles, seeking convenience
and quality. May value family time and preparing meals at home.
Appreciates a comfortable shopping environment.
• Behavior: May utilize digital tools.They're in a hurry and looking for
a good deal.

10.

Consumer Portrait and lifestyle
• Name: Aiman
• Occupation: Manager
• Location:Astana, shop near the house
• Income: Middle class, earns a significant
salary(250.000tg)
• Tech Habits: Uses multiple apps for shopping, banking,
and social media. Owns a smartphone. Prefers
contactless payment methods.(QR,Code)
• Lifestyle: Busy professional with a family; values time
and quality. Prefers convenience, fresh food,profitable
offers

11.

Results (Conclusion)
The store's attendance depends on the location (proximity to
work / home), customers are looking for favorable offers, suitable
size and shelf life. There are more clients in the evening than in
the morning. Mall customers spend more time in the store.