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Students Analyze Consumer Behavior in Competing Retail Locations
Roberts Wesleyan University students from the Consumer Behavior class showcased their semester-long research projects during finals week, offering valuable insights and uncovered differences in local retail competition and consumer decision-making processes.
The presentations, which represented the culmination of months of fieldwork and analysis, featured paired comparisons of competing local businesses, including popular chains like Tim Hortons and Dunkin' Donuts and local coffee shops Jitters and Leaf & Bean.
"What makes this project unique is the extensive fieldwork component," explained Donna McLaren, adjunct professor of the Consumer Behavior course. "Each student spent a minimum of six hours observing real consumer behavior in the field—three hours at each of their chosen retail locations."
Throughout the semester, students maintained detailed observation logs, documenting consumer patterns, store layouts, and service interactions. They also conducted interviews with customers to gain deeper insights into purchasing decisions.
The project followed a structured timeline, with class time for practicing final presentations to receive peer and professor feedback before their final presentations. This iterative approach gave students the opportunity to refine their presentations based on constructive feedback.
Final presentations were evaluated on visual appeal, oral presentation skills, content quality, understanding of consumer behavior concepts, and their ability to connect textbook theories with real-world observations. Roberts Wesleyan University employees from Career Development, Advancement, and Communications attended the presentation to ask questions and provide feedback to the groups from a business perspective.
L to R: Lily Rowland, Holly Thompson, Korkoe Gadze, Donovin Jones, Iann Briones
"The most valuable aspect of this project is watching students recognize the gap between theoretical concepts and practical application," noted Professor McLaren. "Many groups discovered that their initial predictions about consumer behavior were only partially accurate once they had collected and analyzed their data."
L to R: Connor Pearce, Julia Dufkova, Natalie Inferrera, Noah Balaam and Joseph Saia
L to R: Curtis Denison, Abigail Sindoni, Ryan Hudson, Magdalene Ramich, Dylan Baker
L to R: Alex Daly, Jonald Joseph, Jessica Halkovitch, Hope Rowley, Elliot Weisbrod, Nathan Magaw
