Step 4 our visit to the market

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STEP 4: OUR VISIT TO THE MARKET
Summary
A quick look at Harris Teeter portrays a busy market with a huge traffic of people.
Essentially, this market is located at the intersection of 2425 N Harrison Street. There are many
other small businesses dealing in fast foods and other commodities within the surrounding areas.
The area is quite busy; with many people doing their shopping or other activities within the
existing social amenities. Well displayed billboards, along 2425 N Harrison Street make the
place lively. Another prominent feature of Harris Teeter is congestion. Due to huge number of
people and its location, this market is congested. There was hardly enough space to park the
vehicles. The carts were also left at the parking area by the shoppers. In addition, there was no
cart corrals within the parking area. Entrance to Harris Teeter is through sliding doors. There is
an ATM machine near the door. Inside this market, there is a food court where salad and
sandwich bars are sold. Common cold and flu medicines were available at the counter. Upstairs,
there is a pharmacy dealing in various types of medicines; however, we did not see eyeglasses
station like in most other markets. There was also a customer service station where lottery tickets
and tobacco products were store.
On the other hand, Good Fortune is located far from the major streets. The most
outstanding feature in this market is availability of expansive parking space. There are no
grocery and fast food shops on the surrounding areas. Demographically, most of the people
within the vicinity of Good Fortune are of Asian descent. Majority of the cars at the parking
space were Toyotas, Fords, and few Audis; however, most of them were of Asian origin. Just
like in Harris Teeter store, there were no cart corrals at the parking area. Most shoppers left their
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carts outside without bothering to return them to the store. Inside Good Fortune, there is a vast
food court. This food court docket stretches alongside the side of the store from one end to the
other. They offered different types of foods, ranging from naturally flame broiled or browned
poultry, to barbecued and fricasseed fish. Dishes such as egg rolls were also available. What
stuck out the most was availability of different Asian dishes. The size of Good Fortune is almost
the same as Harris Teeter’s; however, the former does not have the second floor. Good Fortune
takes up a third of the whole strip mall. Customer’ services such as inquiring on the products and
reporting complaints were also available at Good Fortune. Tobacco products could be seen
behind the Customer Service station, amusingly, placed together with medicinal products
Interpretation
The two markets have both contrasting and similar features. Harris Teeter is just outside a
major intersection while Good Fortune is located a couple of minutes from Marymount. Harris
Teeter is within a neighborhood with approximately annual income of $170,000 while Good
Fortune is found in an area with approximate annual income of $70,000 per person. Considering
that Harris Teeter is located within a major street, it tends to have many customers than Good
Fortune. It can also be stated that some products sold at Good Fortune are specifically for its
immediate market; which is largely made of Asians. Other observable features such as many fast
food shops near Harris Teeter can be attributed to the lifestyles of the people shopping here.
Harris Teeter offers 24 hour services. This can be attributed to the lifestyles of most
Caucasian and Black Americans; who are the major customers here. On the other hand, Good
Fortune is normally open in-between 8:30am and10:30pm daily. The reason behind this is
majorly because of the lifestyle of Good Fortune’s customers. Since it is located in an Asian
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community, operational timeframe has been adjusted to reflect their needs. Cultural particular of
the two markets influence their time of operation. It can be possibly argued that most customers
in Harris Teeter have no specific time of shopping while those in Good Fortune prefer to shop
during the day.
A similarity between Harris Teeter and Good Fortune store is that customers were of
different age-brackets and genders; however, one thing which was noticeable is huge number of
Asians in Good Fortune store. This can be attributed to location of the store. Most of the people
living near Good Fortune are immigrants from Asia. On the other hand, Caucasians and African
Americans were the major customers at Harris Teeter. The reason behind this, just like in Good
Fortune, is majorly the location and geographical position of the market.
Another feature which was unique to Harris Teeter was in regard to how customers
bought the goods. In addition to the nature of products sold, it can be stated that most customers
at Harris Teeter prefer buying goods in bulk to save money through promotional offers as well as
time. They also have a tendency of buying goods based on what is trending or fashionable. Snack
foods or desserts along with alcohol were in multiple flavors to fit a diversity of their needs.
Foods at Harris Teeter were majorly non-nutritious; mostly fast foods. On the other hand, at the
entrance of Good Fortune, there are fruits and vegetables. The right corner of the store holds
frozen poultry and or seafood, while at the back, there are large butcher station with separate
poultry and seafood options as well as live seafood. The left side of the market is used for a food
court, specifically selling Asian products such as ethnic chicken, rice and noodles and egg rolls.
These aspects are attributable to cultural anchors of the customers visiting the two markets.
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All initial predictions proved correct after our observations. Markets are merely
reflection of the cultures of the consumers. On basis of convenience, markets place their products
in strategic places which will enable the consumers see those goods. Both Harris Teeter and
Good Fortune operate distinctly to fit the needs and demands of their intended markets.
However, there are similar and common behavioral traits such as leaving shopping carts at the
parking area. This can be attributed to cultural diffusion.
Conclusion
Through comparing and contrasting the two markets, we concluded that aspects such as
culture and lifestyle play a major role vis-à-vis consumption choices. In addition, we observed
that globalization has greatly impacted our country, specifically the Arlington. This can be
attributed to its proximity to the nation’s capital; however, it is not an exclusive reason. Through
a comparative study of both Asian and American markets, we were able to notice several aspects
such as the type of music playing at the background, color of the store, structural organization
and how they influence the consumer's decisions. Through application of sociological methods
learnt in class, we concluded that cultural aspects of consumers have a huge impact on their
consumption choices. Both markets reflected the surrounding population and their lifestyles. For
instance, customers at Good Fortune appear to be is relatively conservative compared to those at
Harris Teeter. Factors such as shopping timeframe can also depict the lifestyles of the consumers
within that vicinity. The expansion of cultural goods can be clearly observed anywhere you
venture in the Arlington area, which should give an accurate demonstration of globalization
around the country.

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